Focus on Innovators: Focus on Aging’s Final “Tipping Point”

Posted on November 9, 2010 by - Marketing

An "Innovator" With an Idea

Welcome to part 4 of Elder Care Marketing 101.  Today we are back with the last installment on how to use Malcolm Gladwell’s The Tipping Point to reach the four groups of people who will spread your marketing message.

We have already touched on Connectors, Mavens, and Salesmen.  This means we’re left with Innovators.  Here are a few bullet points on who they are:

  • The people who are the birth of a trend
  • They like things that set them apart from others
  • Interested in things that provide positive change
  • Will not hesitate to spend on electronics and love to have new gadgets
  • Strong cultural interests
  • Make many business decisions, especially technology related
  • Heavy users of the Internet
  • More likely than the average adult to do things spur of the moment

The key to innovators is they can take highly specialized information and translate it into language the rest of the world can understand.  They know how to drop irrelevant facts in order to focus on the main details so the message has more meaning.

Because innovators are to be the first one to try something new, they are the perfect target for the launch of a new product, service or idea.  They can be the success of your launch.

One marketing tip to reach the Innovators is to keep information scarce at first.  Apple does a really great job with this.  By the time Apple announced the iPad, a viral marketing campaign had begun. Many media outlets were live blogging the event and media personalities were declaring it the second coming of the laptop.  This type of marketing strategy would motivate an Innovator. In fact, I would venture a guess that if you had stopped by an Apple store the day the iPad was first for sale, there were probably a large number of people who could be labeled as Innovators.

If you have a rollout coming up, try to tailor it so that Innovators will respond to your efforts.  Once you have their attention, they are going to adopt your product or idea the fastest and spur your launch.

Marla Levie, BSW, MA, President and Founder of Focus on Aging, has successfully been providing marketing consulting services to the elder care market and to other service-related professions in the Chicago area for over 20 years. Use the contact tab to email Marla for additional information about her services.

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