A (somewhat) brief thought about the importance of understanding a desired community when launching a new product, idea or service (an innovation). Everett Rogers work on the subject, in my opinion, is still the best. While Geoffrey Moore or Malcolm Gladwell have repackaged some of the ideas, I think Rogers provides the best framework for the understanding of how innovations may or may not be adopted through communities, which may be symbolic or geographic.
One of the key things to take from Rogers work (and that of Cragan & Shields) is to understand the types of “talk” that occur when an innovation is adopted. Like Maslow’s hierarchy of needs, there is a hierarchy of talk, or human communication associated with the diffusion of an innovation. The talk evolves from awareness (hey, look at that a new blank), to utilization (I’m using the new blank); to opinion (this new blank really freakin’ works); to advocacy (hey, have you used blank? Oh you should, it’s the best darn thing since sliced bread). A real life example for me and my wife is Netflix. We’re Netflix evangelists.
So, what does this mean from a communication and branding perspective? Beyond the basic premise that effective brands or symbolic identities can not be all things to all people (I repeat, can not be all things to all people), your campaign surrounding innovations needs to become more sophisticated in its understanding of the communities you serve, or wish to serve. Your communication needs to be aligned with the elements that resonate with the community. That’s why a simple features and benefits discussion my take you through to awareness, but might not help you get your new product, service or idea to the advocacy stage. Additionally, you should be aware of the sociographic and psychographic components of audience groups across a traditional adoption curve (for example, innovation seekers are different than late majority or active resistors).
Implied in my admittedly simple model, is that the population decreases as you move through the hierarchy of innovation. Many may be aware of an innovation, less have used it, and even fewer will become advocates. But, powerful word of mouth advocacy for your innovation can exponentially increase the productivity of your marketing campaign.
In short, when trying to launch an new product, service or idea be prepared to develop your campaign to meet the needs and expectations across the hierarchy (y-axis) and the adoption curve (x-axis). Avoid the commodity-esque campaign of lather, rinse, repeat which erodes brand equity. The campaign needs to be aligned as the message is amplified for current and potential customers.
Sanctioning Agent’s SymbolicID process and Symbographic research can help you understand the drivers, motivations, symbolic identity and emotion associated with your targeted communities. What are the secret handshakes for your target community? Who are the opinion leaders and cue-givers within that community?