Early Adopters Are Big Buyers
If you have a particular market niche
where new products come out all the time, you will want to cultivate
the early adopters to make faster sales. Technical market niches tend
to rely on early adopters to help drive sales, and once the word is
out, if the product is good it will fly off the shelves. So, how do
you go about cultivating early adopters?
Identify The Big Promoters
It isn't just enough to have a contact
list with people who love technical gadgets or cookies. You have to
identify people who can quickly promote your products, if they like
them. One way to do that is to find blog owners who are within your
market niche who have a big following. Ask them if they would like to
review your product, either for pay or for the product itself. If
it's something of interest to them and their readers, you won't have
much trouble twisting their arms to get them to comply, especially if
you find ways to sweeten the pot. The goal here is to get your
product reviewed by an expert in the market niche and promote it by
getting the word out as soon as possible to as many people in that
niche as possible. Getting people who already have cultivated that
audience and are willing to share it with you is a clever way to
reach many multiple early adopters.
Email Market To Prior Customers
Who on your contact list bought the
earlier version or similar product to the new one you are now
promoting? That's the best place to start selling the newest version.
Early adopters may have many of the same products in their home, but
what sells them isn't the product itself, it's being the first to own
the product before it hits the mass market. And, if you've taken the
time to cultivate the buying behaviour of your customers you should
have a ready list of people to market via email. Just send out notice
that you have a new product in the works and that you will offer them
a sweet deal for placing an order to reserve theirs before anyone
else.
As long as you have permission to
solicit people on your email list, they won't consider it spamming.
In fact, they'll probably be excited to get a peek of the new product
before anyone else. Let them know what all the features and benefits
are, just as if you were marketing a new client, and also how it
differs from any similar products they bought from you before.
Offer A Recycling Program
This is one way to snag new customers
who may have other products, even some of your old ones, and give
them an incentive to trade them in for the new product. If you can
find a way to swap and still make a good deal, you will have created
demand for people who already have an interest in the type of product
your are rolling out.
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