The 16% Rule is a Diffusion of Innovation theory that uses consumer psychology principles to make the lead from early adopters to the mass market.
These slides were presented at the 2011 ADMA Forum and The Customer Show, and explain how the 16% Rule works including examples of how it has manifested itself in the marketing strategies of innovative brands around the world.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
1. The Secret to Accelerating Diffusion of Innovation By Chris
Maloney
2. To Do ListI. Review diffusion of innovation theoryII. Learn
the 16% ruleIII. Apply the 16% rule to marketing strategyIV. Break
the 16% rule
3. To Do ListI. Review diffusion of innovation theoryII. Learn
the 16% ruleIII. Apply the 16% rule to marketing strategyIV. Break
the 16% rule
4. Two best sellers talk about the same point from different
perspectives
5. Consumer psychology can help us cross the chasm to the
tipping point
6. At 16% switch your marketing strategyfrom generating
scarcity to social proof
7. To Do ListI. Review diffusion of innovation theoryII. Learn
the 16% ruleIII. Apply the 16% rule to marketing strategyIV. Break
the 16% rule
8. Apple uses scarcity of distribution and information. Ever
notice how they dont advertise first generation products?Source:
news.com.au
9. Facebook created scarcity through Harvard. Google+ used
invitation only.Source: geekword.net
10. What bar, bottle shop or vending machine wouldnt stock
Japans #1 beer?
11. In competitive categories, sometimesbeing No.2 is all the
social proof you need
12. Build social proof into your products. Simple white
headphones provided observability for a new innovation.
13. To Do ListI. Review diffusion of innovation theoryII. Learn
the 16% ruleIII. Apply the 16% rule to marketing strategyIV. Break
the 16% rule
14. Group buying sites build scarcity and social proof at the
same time.SocialProof Social Proof Scarcity
15. Send out advance copies to drive scarcitythen ask for
reviews to drive social proof. Social Proof
16. To Done List Reviewed diffusion of innovation theory Learnt
the 16% rule Applied the 16% rule to marketing strategy Learnt how
to break the 16% rule