Dear Millionare Seminar Participator,
Millionaires “precisely” understand and practice innovation diffusion
A diffusion of an innovation - Everett Rogers published a book called Diffusion of Innovations. http://www.amazon.com/Diffusion-Innovations-5th-Everett-Rogers/dp/0743222091 Rogers claims that adopters of any new innovation could be categorized in the following 5 groups: (the percentages represent the rate and the order in which the innovation diffuses into a market).
- Innovators (2.5%),
- Early adopters (13.5%),
- Early majority (34%),
- Late majority (34%)
- Laggards (16%),
The above bell curve model explains each adopter's willingness and ability as regards ease of adoption
download printable version here
Rogers also proposed a five stage model for the diffusion of innovations:
Knowledge - learning about the existence and function of the innovation
Persuasion - becoming convinced of the value of the innovation
Decision - committing to the adoption of the innovation
Implementation - putting it to use
Confirmation - the ultimate acceptance (or rejection) of the innovation.
Here are the points that influence target customer behavior:
- The product's perceived advantage or benefit
- Risk in purchase
- Ease of product use - complexity of the product
- Immediacy of benefits
- Application
- Possibility to try
- Price
- Extent of behavioral changes required
- Return on investment in the case of industrial products
What can you and should you learn from those 3 important points the (innovation diffusion group category, the 5 stage model and the 9 decision criteria)?
That the sooner that you innovate and step into the model (and into the market), the more market share is left for you.
That you need to focus on the early adopters and basically use their testimonials to communicate with the early majority customers.
That the condition of defusing any innovation into the market starts with announcing the innovation (advertisement and communication)
That convincing customers practically means educating potential target customers.
That using the innovation yourself contributes to the authenticity of your innovation message.
That allowing potential target customer to try your innovation (trial ability) as well as providing a satisfaction guarantee will ensure the success of the innovation.
That price isn't the first and only criteria that motivates your target customers to buy your innovation.
Summary -
Today’s customer is inundated with products and is ready to consider changes only once he/she is introduced to innovations that allow her/him to fulfil additional existing needs. (That she/he couldn’t fulfil with their existing product).
The sooner that you step into the innovation model the sooner more customer types will be available to do business with you.
You must advertise and constantly communicate your innovation; otherwise, no one will know you or notice you.
You have to clearly define your target customer (early adopters) as your first priority in order to accelerate the diffusion process.
You have to educate the early adopters in such an intense training that will ensure that they will transform into your best sales force!
Leading means to be the first and to be the first means being active in taking action.
7 practical steps to be an innovation leader:
- Read the books “tribes” http://www.amazon.com/Tribes-We-Need-You-Lead/dp/1591842336 and learn more about leadership.
- Be the first to innovate and start by adopting innovation products (Dr.Baumann Bionome skincare)
- Define the early adopters in your geographical area- people that are interested in: looking good – example -fashion shops, in healthy living: example the nearby gym, people that are concerned with animal rights: example-vegetarian restaurants and animal protection shelters, in environmental issues: local “green organisations and movements”
- Make a list of 10 major reasons as to why your innovation can allow early adopters to achieve more benefits as mentioned in the previous part.
- Advertise and communicate those 10 points in all possible communication channels according to your budget.
- Educate your early adopter customers extensively so that they can spread the message to their circles of friends.
- Allow trial ability and guarantee results as a condition to allow more target customers to try your innovation and explore the promised benefits.
Happy Bionome good feelings Greetings
Avi Konigsberg
Tel:0049-2054-873904
Fax:0049-2054-873905
Cellular:0049-177-5798325
avi-konigsberg@theskincaremillionaire.com
www.theskincaremillionaire.com
www.dr-baumann.com
|
