Use Product Adoption Behavior to Target Your Message (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are highlighting an important aspect of consumer behavior that will influence the message you create for your target customer.

We're discussing Everett Roger’s diffusion of innovation model and how it will assist you to understand your customer’s adoption patterns of new product innovations.

 

An innovation is any product, service or idea perceived by your customers as new. According to Roger’s diffusion of innovation model, the length of time it takes consumers to adopt a new product is represented by a distribution curve above.

 The model breaks consumers into five groups:

• Innovators, comprising 2.5% of consumers, are adventuresome; they like and seek out risk and are the first to buy new products
• Early adopters, 13.5% of consumers, are opinion leaders and once they make a decision to buy typically others will follow suit
• Early majority who make up 34% of consumers. This large group is very deliberate but they choose to follow the early adopters when making purchases.
• Late majority, also at 34%, tend to be skeptical. When they see other consumer getting on board, they will seek out a new product
• Finally, we have the laggards who comprise about 16% of consumers at the tail end of the curve. This segment is very traditional and they need to know that a product is well proven before they will buy.

Understanding adoption patters for your customers is important to accurately target your advertising. Once you categorize your customers into the various groups of adopters you will be able to leverage demographics and psychographics to determine media characteristics and create a compelling advertising message for each group that will resonate specifically with them.

 Once a Day Marketing™ inspires clients to brand bold. 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 11:00am (MT) streaming live on SantaFe.com KVSF 101.5 FM.

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