Question

Topic: Customer Behavior

How Do You Market A Technology Format Change...

Posted by Anonymous on 8/4/2005 at 11:01 AM ET 250 Points
We are moving from analogue to digital (standard definition to high-definition and interactiveTV to TiVO and all manner of gadgets for viewers) nobody gets it until they have seen it or been exposed to it so they always (in polls) say they do not want it...natural human behaviour! So how do we successfully market a technology change that people do not want but will have to have eventually...??
Then there is IPTV another Techy acronym...this leave the mass audience required cold and the geeks or early adopters all hot and excited...how do we swing the balnce and sell to the masses...where the real money is!
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RESPONSES

  • Posted by SRyan ;] on 8/7/2005 at 7:56 AM Accepted
    Tim's right, you should get your hands on Geoffrey Moore's books for inspiration.

    While we're talking about a reading list... your dilemma made me think about Malcolm Gladwell's The Tipping Point. Maybe you should spend some time and money finding Mavens and Connectors (as he calls them) and put your hi-tech goodies in their homes.

    It's a quick, fun, eye-opening thing to read. Loved every page of it!
  • Posted by SRyan ;] on 8/7/2005 at 9:00 AM Member
    Here's one of the "tutorial" articles from MarketingProfs:

    How to Get Your New Technology Quickly Adopted
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