The Strategic Digital Media Entrepreneur by Penelope M. Abernathy & JoAnn Sciarrino

Author:Penelope M. Abernathy & JoAnn Sciarrino
Language: eng
Format: epub
ISBN: 9781119218067
Publisher: Wiley
Published: 2018-10-15T00:00:00+00:00

If you have a new product or service, such as Sling in 2015, you probably want to target innovators and early adopters with your messaging. These groups have the highest degree of opinion or thought leadership and can help persuade more customers to purchase, allowing your product to achieve critical mass support. Early adopters, especially, tend to be more social and more aspirational than later purchasers. Consider, for example, how crucial early adopters of DVD players were for Netflix’s initial success in Chapter 6. Early adopters tend to have the following characteristics, according to Rogers:

Demographics: They are younger, better educated, upwardly mobile and have higher social status than later adopters.

Personalities: Early adopters tend to have a more favorable attitude toward change and can handle uncertainty, as well as abstractions, better than later adopters. Early adopters are likely to respond best to marketing communications based on scarcity and the promise of being trend‐setters. Through research, Dish found that “cord‐cutters” and “cord‐nevers” were frustrated with traditional television service, which they perceived locked them into long‐term contracts, had veiled pricing, and included unnecessary channels. Using the slogan, “Take Back TV,” Sling produced an ad comparing cable companies to childhood bullies, with each bully representing a common customer complaint: long‐term contracts, hidden fees, and paying for channels you don’t watch. This positioning helped Sling target a specific customer segment: 18‐ to 35‐year‐old males who did not subscribe to pay TV.

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