The Product Diffusion Curve
Matching Messages to Client Groups During a Product's Life
Are you an "early adopter" of new products, or do you watch and wait before buying?
The Product Diffusion Curve can help you to predict behavior like this among your own customers. With an understanding of this model, you can target your marketing efforts intelligently, and get the best returns.
More than this, you can maximize your product's chances of success, for example, by pinpointing the most influential target clients right at the start of your marketing effort.
Understanding the Product Diffusion Curve
The Product Diffusion Curve model uses a bell-shaped curve or an s-shaped curve to show the stages in which a successful product is adopted by people within your market.
People within the market are represented depending on how quickly they accept and purchase new products. Some welcome novelty, adopting new products as soon as they come to market. At the other extreme, some purchase new products only when it becomes the last resort.
According to the model, five different groups of people will purchase your product at different stages of the product's life:...