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 reviewing the adoption process of consumers.
There are
five stages to this process: awareness, interest, evaluation, trial and
adoption. Kotler's model assists us to
understand the minds of consumers as they consider buying new products, in particular
how they react when exposed to new ideas.
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 details 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 use 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 the individual customers; every customer is different. Some are early adopters and others wait for
everyone else to buy once it becomes a proven 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.
Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.
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a Day Marketing™. All rights reserved.
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