Why innovators can give new products more mileage
Their willingness to try anything and natural word-of-mouth behaviour is why they are so important for marketers.
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WHEN planning a campaign to launch a product, the common perception is that early adopters - that elusive group of consumers willing to try new items - should be the priority. But companies should not overlook the innovators, another small but powerful category of consumers that marketers focus on when the new product is particularly innovative and disruptive.
Innovators and early adopters are motivated differently.
Early adopters are generally of high social status and are well-educated, but are more careful about who to share the information with about innovative new products. Early adopters primarily try products that they can benefit from, and tend to share what they know about new, innovative products if it helps to promote themselves.
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