Every year operators discover a new, innovative product. They see the value in the product immediately and think it would be a wonderful initiative to help their members engage deeper, spend more, refer more and be a better customer. In most cases, however, getting traction with the membership population can be easier said than done.
Not all members are forward thinkers and initially may not want to adopt something new and potentially unproven. This is when operators must consider the “Crossing the Chasm” model by Geoffrey Moore to help understand the path to follow in order to take any innovative product to market.
The Different Segments:
- Innovators: Seek out this group first, as they are the forward thinkers, meaning they are comfortable with risk taking and essentially pride themselves on being the first with innovation. The product does not even need to be a clear solution to a problem, it just needs to be new. They will be your advocates and will provide vital feedback on how it can be improved.
- Early Adopters: Once operators have seen early movement from the innovators, it is then time to locate the early adopters among the membership population. This group of individuals can clearly see problems that this product addresses, even though there is no proof yet. For the most part, this group is small, but key in engaging other members.
- Early Majority: To truly gain momentum, you have to cross the chasm and move from the forward thinkers to the pragmatists. This group is risk adverse, but when they see proof they move quickly. Stability and results is key. Divide this population into segments, (e.g. businesspeople, students, retirees) and target each segment one at a time. Like bowling pins, when one segment is gained it will help knock over the next segment and eventually, momentum will create the tornado where the larger population are comfortable to follow.
- Last Majority: The challenge now is to merely promote and make sure the product remains top of mind, as the demand has been created. During this time, operators need to remember the masses are ready and he who promotes the most will win.
- Total Assimilation: Invariably everything comes to an end, and this is where reinvention is required in order to keep the music playing. Just look at the upgrade cycle of the iPhone, Madonna and group exercise.
Emmett Williams is the president of MYZONE. For more information call 312-870-4800 or email Emmett.williams@myzone.org.
