Awareness & Usage (A&U)
It had taken a few years for Obscura, Inc. to carve out a foothold in the market, driven by a small but passionate following of early adopters who had helped the company develop a unique position within the market. The CEO dropped by Tracy's office with a challenge: develop a strategy to move beyond the early adopter and into the mainstream market. Crossing the chasm to build a following among the early majority wasn't going to be easy, but it was the key to Obscura's growth and critical to Tracy's rise within the organization.
Tracy knew what to do. By focusing on members of the Millennial generation who are more open to new approaches and less set in their current usage, she could penetrate and expand within the mainstream market. The first step was to ask Ypulse to figure out pre-existing awareness and usage of Obscura and its products. With an established baseline, Tracy could focus on growing awareness and usage via social media, thought leadership and PR Surveys focused on making Obscura's innovative products top of mind with consumers.
Your focus determines your performance. By focusing on the Millennial generation, Obscura was able to rapidly cross the chasm to the mainstream market. Their Millennial target was quick to share their new discovery, unleashing the power of word of mouth referral and driving rapid growth for Obscura, Inc. among the early majority.
The least you need to know about what's happening in the new Millennial influenced world.
It's not enough to know what. You need to know who and how much. And most of all, why.
Now, what does it all mean for your brand?