What are the characteristics and marketing strategy of adopters ? -
August 26th, 2013
An early adopter or lighthouse customer is an early customer of a given company, product, or technology; in politics, fashion, art, and other fields, this person would be referred to as a trendsetter.
Characteristics of adopters
Adopters are the consumers who actually listen to the marketing by a marketer. So the marketing has to be chiefly designed keeping them in mind.
They are the ever-searching class of consumers who always seek new opportunities. They get bored easily and are ready to experiment new products.
However, this entails both great reward and great risk. Adopters are the main source of spreading word of mouth and product display at use. If satisfied, they can yield golden eggs for the marketer, automatically increasing product penetration. The downside is the negative impression of the adopter on the product. This adversely affects the future products as well as reputation of the current product.
Marketing strategy for adopters
A few pointers for marketing successfully to adopters are:
Make most out of the new product release through adopters, albeit cautiously.
Avoid mass marketing immediately after launch; instead focus on direct marketing to adopters.
Emphasise on product differentiation through unique packaging and mention of unique features.
Occupy the whole merchandising space with latest products.
Sponsor attractive events featuring new products.