The Checkerboard Design and Marketing Podcast
About This Show
Checkerboard is an award-winning design and marketing agency serving clients for more than 20 years. While we specialize in web design, we have a broad portfolio and experience working with clients of all sizes on a variety of graphic design projects. We create solutions that focus on your goals of driving awareness and sales of your product or service.
Most Recent Episode
Marketing to Go: How Can You Get People to Buy Your New Product?
The following audio is from a blog post and video in our Marketing-to-Go series. Marketing to Go: How Can You Get People to Buy Your New Product?
Having a great product can go a long way, but unless you’re an established company or have an unlimited marketing budget, you may find it a challenge to get your product into people’s hands. I’ve helped hundreds of companies boost their product sales through strategic marketing.
My secret: Sending the right message to the right people at the right time.
Let me tell you a story:
In the 1930s, Everett Rogers was just a young boy on his father’s Iowa farm. At the time, the surrounding farms were all adopting a new drought-resistant seed corn. His father, however, resisted this technology.
When a drought came, his father’s crops died. But his neighbor’s crops all stood tall. It was then that Roger’s father decided he should start using these new seeds.
Fast forward 30 years and Rogers is now a Sociology professor of at Ohio State University. This experience on his father’s farm inspires him to develop the innovation adoption curve. This is the theory that describes how and when the public adopts new products. It’s critical information that every marketer needs to consider when promoting their new product.
Rogers split consumers into five groups based on their tendency to try a new product. Here’s the gist:
The Innovators – These are the people that camp outside electronic stores to get the latest tech products. This group wants the newest thing and they want it now -- and they don’t mind paying extra for this opportunity.
The Early adopters – This group closely watches the innovators and picks up new trends from them. Like the innovators, they constantly seek new innovations and experiences. But unlike the innovators, they don’t try every innovation that comes their way.
The Early majority – This group also watches the group before them. They think, “I see a lot of people using this, maybe I should give it a try.” But, they are also more loyal to the products they use.
Late majority – This group will only adopt a product once they see it being used by everyone else. They’re slow to adapt to change, but they are