Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and we're looking again at Philip Kotler's work, specifically reveiwing the adoption process of consumers.
Kotler is assisting us to understand the minds of consumers as they consider buying new products, in particular how they react to being exposed to new ideas. There are five stages to this process: awareness, interest, evaluation, trial and adoption.
Let's take a look at each one of the five stages. During the awareness phase, consumers have to somehow become aware of the product; that's what marketing is all about. As you advertise, then they become interested and seek product information.
Next is evaluation when potential customers obtain and review information about the product and determine if they want to try it. Today the internet is widely used as a means to gather information related to new products.
In the trial stage, that is what customer actually do. They try the product to see if they like it.
If they do then they move into the adoption phase and become regular buyers of the product or service.
Your goal as a marketer is to facilitate the adoption process for your customers. It will be different for every kind of product. Consumer may be more likely to try an inexpensive product. For more expensive products the evaluation step before the trial will be longer.
Also, consider individual customers. Every customer is different. Some are early adopters and others wait for everyone else to buy it, then they try it once it’s been proven to be a product. These customers are often referred to as laggards.
When you create your marketing plan ensure you understand these stages of adoption and develop an advertising campaign with customer behavior in mind.
That concludes Smart Monday. Join us tomorrow for Strategic Tuesday. To discuss an online or onsite service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com. I’m Jim Glover, That Branding Guy, for Once a Day Marketing™ and we’ll see you next time.
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