Understanding the Consumer Adoption Process

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  • 0:01 Tempting the Consumer
  • 0:49 Awareness
  • 1:29 Introduction
  • 2:26 Evaluation
  • 3:13 Testing & Adoption
  • 4:05 Lesson Summary
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Lesson Transcript
Instructor: Kevin Newton

Kevin has edited encyclopedias, taught middle and high school history, and has a master's degree in Islamic law.

Ever wonder how companies are able to go from design to profits? Some of it is luck, but an even bigger part of it is understanding their consumers. In this lesson, we take a look at the consumer adoption process.

Tempting the Consumer

Congratulations! Your company has just put the finishing touches on what will be the greatest video game of all time. Already you're planning how to port the game to every platform, and your investors can barely keep their excitement to themselves. There's only one problem - how do you let people know it's been created? Do you just put your game on the shelf of every game store alongside last year's football game and yet another match-3 candy game? Of course not! You market it! But, how do you do that?

To answer that question, let's look at the consumer adoption process, which has five distinct steps to take someone from not knowing that your game exists to having it fly off the shelves. Those five steps are awareness, introduction, evaluation, testing, and adoption.

Awareness

First things first, you've got to make people aware of your game. Sure, you don't want the whole storyline revealed, but you want to convince people that your studio has just put out something worth watching. Maybe you convince a device manufacturer to have it playing in the background during one of their events. Or perhaps you start taking out advertisements for your game with a 'coming soon' date. In any event, your job in building awareness is to get people thinking about what your game could mean.

For non-game products, this could range from advertising that a change is coming to simply getting people talking about a new product on social media. In short, you want to build buzz about the coming arrival of your product.

Introduction

Once you've built up enough buzz, it's time to finally introduce your game. Will you need to sell out a large auditorium and hold a big event to do so? Probably not. However, would it be wise to purchase big ads in gaming stores and gaming platforms to show people that your game has arrived? Absolutely. The principle aim of the introduction stage is to take people who are excited about the prospect of your game and make them excited to get your game. Will you necessarily have lines around the door on launch day? Probably not. However, if you do this right, your launch day will not go unnoticed by your target audience.

Once again, exactly how and where you introduce will change depending on what your final product is. A new snack cake will probably not need advertisements in gaming magazines. Then again, maybe that could be a good idea! Regardless, the introduction stage allows you to throw a grand opening for your product.

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