08 Jun 2015

New ideas take time to market

New ideas and innovative products follow conventional, well documented paths to market. Sounds contradictory, but it’s true.

New ideas and innovative products follow conventional, well documented paths to market. Sounds contradictory, but it’s true. The Innovators and Early Adopters will be the first to take it up. They’re always on the look-out for the latest idea/gadget/app/upgrade. They are followed by the Early Majority, who will follow once they see others are using it and the product has begun to prove its worth. The Late Majority – who don’t like change or new ideas – will buy when everyone’s using it, the price is right and all the problems are sorted.

So, there’s a logical sequence to follow for a successful marketing campaign. Following the steps in order changes minds first, which changes wants and buying behaviour which collectively moves markets. The newer and more revolutionary the innovation the more important it is to go through the sequence. Each stage requires a different approach. The message has to be repeated and tuned for each target segment. It needs to be consistent – frequent changes of message and abrupt changes of tack undermine your marketing. A planned, sustained campaign on the other hand can build your brand across all segments of the market.

To find out how MRA can help you grow visit www.mra-marketing.com or email Business Development Manager Tom Rigby on tom@mra-marketing.com.

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