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Charlie Brummitt Just gave a great presentation to our office here at Universal McCann. While mainly conceptual, here are a few key points helpful to ad-agencies:
Key Takeaways of the day:
1. Don’t waste your money on “Influencers”: The key to product adoption is not to pay large fees for Influencer promotions (i.e. celebrities or high profile bloggers), but rather to heavily target early adopters on multiple new-media channels.
a. Each individual has a unique threshold of how many people in their network need to use a product before they will adopt it themselves. By targeting those with a low threshold who are likely to try new products without much persuasion, you can seed adoption across multiple networks at greater mass to reach those with higher thresholds
b. Influencers (i.e. celebrities/high Klout users) can generate slightly higher user adoption, but not enough more than early adopters to justify huge fees.
2. Targeting Early Adopters: Early adopters tend to share very similar character traits by brand.
a. Analyze archetypes of early adopters as opposed to all adopters to better target users during a product launch
3. Apply tactics on multiple new-media sites simultaneously to exponentially increase adoption.
a. FB, Twitter, Pinterest, etc. campaigns are too often in silos. If a user sees friends from different networks promoting the same product, it exponentially increases their potential to purchase. Focus more on measuring these initiatives as a collaborative whole through mixed-media modeling.