How the new product diffusion curve relates to me

I thought to myself yesterday while buying macaroons that for a marketer I am rather delayed when it comes to trying new products. It’s not that I am boring, I do want to try it but there’s just no rush (It’s either that or there marketing campaign sucks) and then I realised, that I fall into the category of the late majority in the new product diffusion curve which is also known as the adoption process. Worried that I might not be normal, I decided to do some research and found that each stage in the adoption process I can related to atleast one of my weird friends.

Innovators – Well informed risk takers who are willing to try an unproven product. Innovators represent the first 2.5% of consumers to adopt the product. Rayhaan Williams social media fanatic is always looking to try something new, He was raving about Wakkaberry probably a year before I had tried it however when I did try it, I was disappointed and realised that their unique favoured frozen yogurt requires an acquired taste lol.

Early Adopters – Based on the positive response of the innovators, early adopters then begin to purchase the product. Early adopters tend to be educated opinion leaders and represent about 13.5% of consumers. Nuhaa Isaacs brand guru, macaroons could easily be one of her favourite desserts, she talked about it so much one day that I decided to google it (Lol I know you thinking, shoo is this girl for real? How can she not know what it is) It just looked like a pretty biscuit to me and the first time I tried it was last month at Vida e Caffe, Beyond devine!

Early Majority – Careful consumers who tend to avoid risk, the early majority adopts the product once it has been proven by the early adopters. They rely on recommendations from others who have experience with the product. The early majority represents 34% of consumers. Luqman Darries Foodie enthusiast nagged like someone that has been deprived of food, just so we could try Woodies a few months ago after his gaming friends recommended it to him. Definitely one of the best burgers I have ever tried.

Late Majority – somewhat sceptical consumers who acquire a product only after it has become commonplace. The late majority also represent 34% of consumers, and this ladies and gentleman would apply to me. Zarinah Dove the critic. People’s positive feedback on a product doesn’t affect my opinion because I judge a product according to my own standards and still to date, I have not tried Burger King (Lol, no lies)

Laggards – those who avoid change and may not adopt a new product until tradition alternatives no longer are available. Laggards represent 16% of consumers. Robin Solomons badass ambitious revolutionist is still not on social media platforms such as Twitter, Instagram, Pinterest nor LinkedIn, Lol but then again, neither am I yet and it is already the 21^st Century.

Motivation

Some of my friends call me Dove and the others call me Zee, just seeing my nickname on this cool car made me realise that my name was actually destined to be on great things such as my future office door ‘Zarinah Dove Advertising Specialist’ A little ambition, half a brain and a lot of hard work can make that happen.

Mugg & Bean breakfast

Chocolate chip flapjacks and green tea was the perfect way to start my Sunday morning. I know you thinking Eeeeeeeek for the green tea but I try to balance out my meals instead of going overboard with all the unhealthy eating.

How a recession affects advertising

After hearing rumours about another recession on its way, I thought about how it would affect advertising considering that one day when I do become that legendary marketer, I will most likely be in the advertising industry and will need to know how major macro factors such as the economic recession could affect my passion.

When recession is upon us then consumers tend to clench their wallets, Sales decline and advertising budgets decrease. But I ask the question, why should the advertising budget decrease? According to Anon (2012) all they have to do is look for new ways to re-position products or services they provide to attract a new market segment. This new concept could open up a whole new segment that previously had not existed which would also give you an edge over your competition. Changing the way the budget has been allocated to the advertising channels could also make a huge difference.

Traditional advertising forms such as television and radio are effective but expensive. According to Evans (2010) newspaper sales increased during the last economic recession (year 2007-2009) due to the many specials and bargains being advertised in it therefore your products or services could get great exposure. The use of social media as a marketing tool was on the rise back then. However it is the year 2014 and social media is a brilliant platform for advertising practically anything. In a world that’s fast paced, consumers are able to connect direct with their suppliers and have almost instant responses to questions, orders or query’s. So why not invest in a bigger budget for advertising on social media, especially when it is effective and cost effective.

The point that I am trying to get across is, be smart when re-positioning your product and cutting your budgets because the opportunity to break through the clutter and advertise your product may not be as costly as you think and a new segments could lead to fresh ideas and new products. By keeping up a strong advertising campaign during a recession, it is possible for a company to grow even stronger when the economy turns around. So that’s just something to think about #Dove-The MarketingMafia

Gangster Pug is GANSTA!