September 9, 2013 at 9:44 AM

The Consumer Adoption Process

Smart Monday/Process

By James Glover

Once a Day Marketing

James Glover, That Branding Guy, provides the inspiration and ideas for you to build more mindshare and capture marketshare with your customers in his Once a Day Marketing blog. Tune in often to his short, entertaining and practical marketing and branding tips and watch your organization become more successful and profitable.

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Once a Day Marketing™ featured video blog: 5 Steps of Consumer Adoption

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Smart Monday and we're looking again at Philip Kotler's work, specifically reviewing the adoption process of consumers.

There are five stages to this process: awareness, interest, evaluation, trial and adoption. Kotler's model assists us to understand the minds of consumers as they consider buying new products, in particular how they react when exposed to new ideas.

During the awareness phase, consumers have to somehow become aware of the product; that's what marketing is all about. As you advertise, then they become interested and seek product information.

Next is evaluation when potential customers obtain and review details about the product and determine if they want to try it. Today the internet is widely used as a means to gather information related to new products.

In the trial stage, that is what customer actually do. They use the product to see if they like it. If they do then they move into the adoption phase and become regular buyers of the product or service.

Your goal as a marketer is to facilitate the adoption process for your customers. It will be different for every kind of product. Consumer may be more likely to try an inexpensive product. For more expensive products the evaluation step before the trial will be longer.

Also, consider the individual customers; every customer is different. Some are early adopters and others wait for everyone else to buy once it becomes a proven product. These customers are often referred to as laggards.

When you create your marketing plan ensure you understand these stages of adoption and develop an advertising campaign with customer behavior in mind.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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