The innovators and the early adopters, can you spot them?

Before I start this post. I would like to thank TED talks for helping me enrich my world of marketing and more. One of the best talks I ever heard was made by Simon Sinek and was about how great leaders inspire action.

In this post I would like to emphasis the change in my approach towards contacting customers and in which way to do it.

Simon presented the following diagram:

We need to talk to our customers from the inside to the outside. Conveying why we do things, how we do it and at last the what we do. As Simon said, people follow the why you do it and not the what you do.

Then he spoke about the innovators and the late adapters using the following diagram:

Where he brakes down your customers into groups, where the innovators pass your story along with the early adopters.

The 80/20 rule also can be adjusted according to this diagram:

1. The Innovators - 2.5% - your top VIPs

2. Early Adopters - 13.5% - 2nd level VIPs

3. Early Majority - 4% - Top ongoing customers.

But I don't see it only in the 80/20 rule. I see this diagram in every campaign I run. When sending an email, SMS or auto call campaign I will get the same breakdown of response. This is why you should track customer's preference when it comes to campaign channel and promotion type.

Remember the more channels you have (i.e TV, Email,SMS, Auto Calls, Mailers and so on...) the faster your story will spread.

To sum this post, watch as many TED Talks as you can! and don't forget to segment your customers according to preferred channel not only by activity in your brand. I promise you will see growth in revenue and customer satisfaction.

Good luck innovator!

Comments

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