Tuesday, January 20, 2009

Adoption — The Marketing Kind

Establishing yourself as a creator, author, musician, videographer, etc. can be a tough road. Last week we spoke of finding your niche by segmenting, and this week we are going to show you why finding your audience is so important.
By most market researcher’s perspectives (sourcing from Tom Duncan’s Advertising and IMC), there are 5 categories of adopter: Innovators, Early Adopters, Early Majority, Late Majority and Laggards.
Innovators make up only 2.5% of the population, but are extremely important. These are the individuals that will first try buy new books, music, videos, etc. Using blogs, discussion boards and other internet resources are important to retain Innovators, which becomes more important as Innovators are the ones who influence Early Adopters.
Early Adopters make up 13.5% of the population and are considered leaders in their circles of influence and are often looked to for information about what new products, goods and/or services are top-notch. Again, use internet means to retain these individuals, as they influence the next group, the Early Majority.
The Early Majority (34% of population) takes their cues from the Early Adopters. If the Early Adopters approve of a book, the Early Majority will soon follow. These people like items that are called “new” and “better,” even if the product has been around a while in the Innovator circle.
The Late Majority (34% of population) and Laggards (16% of population) are two groups that are hard to reach at times. Generally, the Late Majority will eventually come around to products that are stellar.  Laggards are suspicious of anything new and are very set in their ways. One idea to reach the Late Majority is to show some kind of testimonial from a respectable person praising your creation. In the Late Majority’ s mind, this will help alleviate any skepticism that might exist.
All this information and percentages are here to simply show you where to focus your marketing energy. If hardly anyone has heard of your products, it is your job to find those who fall into your creation’s niche, find out where this niche resides on the internet, and direct them to your YouPublish page so they can buy your goods and influence their friends, co-workers and families. Each step you take in finding your niche and retaining them will bring more and more success to you, your products and YouPublish.

1 comment:

  1. Cheers for a very good post. You have given me satisfaction to every post i read here. Hope you keep on sharing relevant information to all your readers.

    International Adoption Agencies