Early adopters thrive on the rush of getting first access to things that their friends, family, or colleagues can’t have yet. This is why you have to hype the benefits of what you’re releasing – you want to create enough demand that having it first carries prestige and exclusivity. Make the general release exciting and then promise even more excitement for the people who can get in on it early. The more coveted your product or service is, the more value early adopters will assign to it.
Let people know exactly what it is that you’re offering and what they can expect when they receive it. Transparency is key when it comes to attracting and satisfying early adopters. Now this doesn’t mean you have to release all the details from the very beginning. You can always take the strategy of progressively releasing details to build anticipation (ex. allowing early sign ups for future information and then disclosing early release details and allowing people to sign up as beta testers or first product receivers, etc.) but just be sure that you don’t promise more than you plan on offering or you may end up turning people off, which is the exact opposite of what you’re hoping to achieve.
Use Social Technology
Early adopters love social media and tend to rely on new technology, which means that if you want to speak their language, you need to be savvy in these areas as well. Make it easy for them to opt into communication regarding your release and share details. Let them leverage their social networks to get the word out for you! The easier it is for them to work your offering into their world of platforms and apps, the more likely it is for your news to stay relevant to them.
Need help with your product release marketing? We’d love to help the next big thing from your company be a smashing success. Contact us to find out how we can help!
Kate Pierce is the owner of LionShark Digital Marketing LLC, a West Michigan internet marketing company. Her areas of expertise include Paid Search, Search Engine Optimization, Social Media, Web Consulting for small businesses, Copywriting and Local Online Marketing. She lives in the Grand Rapids area with her husband and enjoys cooking, watching sports and spending time outdoors. Like a true digital marketing expert (i.e. geek), she loves talking about marketing theory and SEM trends… so don’t say you weren’t warned!