17 Aug '11, 5pm

How to Start a Movement or Marketing your Design Proposition

Traditional marketing (or business) strategy often celebrates the Alpha Consumer as a key influencer. As a result, precious few marketing dollars are spend wooing them, assuming that the followers will come after we get this Alpha Consumer on board. However from Derek’s anecdotal analysis, we can see that perhaps it is the first few followers, instead of the Alpha consumer, that have the power to actually get products to move. This makes a lot of sense. As I have found many times, followers often admire the choices Alpha Consumers make, but not necessary follow their lead with similar purchases.

Full article: http://www.designsojourn.com/how-to-start-a-movement-or-m...

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