Great marketing is based on a solid understanding of target customers. Here I’ve shared a customer worksheet that I’ve used in the past to help me track what is known and not known about my target buyers that I use as a foundation for building a marketing plan.
Research shows that there are a set of factors that effect the rate of adoption of a new innovation. Clearly product characteristics are a critical factor each of these but there isn’t a single one where marketing can’t have at least some impact. Here are a set of things to consider when marketing to early adopters.
Gaining early market traction as a lot to do with getting the right products for your market but it’s also important to define who the early adopting customers are in that market. The way you construct your value propositions, your call to action, how you attract early customers and possibly the look and feel of your early product will be influenced by what you define those early segments to be.