It doesn’t matter who you are!
It doesn’t matter what industry you are in.
If you fail to enter the mainstream market, your product will end up in the dumpster pile only to be crushed by the compactor and never to be seen again.
Don’t worry! I will tell you what you need to know to prevent this from happening. However, you must use these principles to your advantage because many organizations still fail on a daily basis when they ignore these principles of the product life cycle. Some brands think that the product life cycle doesn’t apply to them, but they are totally incorrect. If you represent one of those brands, scroll up to the top and read the first 2 sentences repeatedly until it is internalized.
How to think about marketing
You wouldn’t communicate the same message to 2 different segments would you? If you answered no to this question, they you probably wouldn’t try to provide the same product to 2 different segments either. If you agree with these statements then we are on the right track because there are many differences between consumers of the same segment that we will need to pay attention to as well. For example, businesses that use computers may seem to be a single market, but the product life cycle brings out the differences. Here is what I mean.
When a new computer comes out, there are businesses who want to jump on this opportunity to innovate and get ahead of the competition so they possess the competitive advantage. They utilize untested technology in new ways because they have a vision for what they can do with it. These early adopters and visionaries do not care about having a whole finished product with support systems in place when things go wrong. They want to revolutionize the way their company does business in the industry and develop the new status quo. Within this market segment we also have businesses that will adopt the new technology at a later time when it has been tested and proven to do the job. When you appeal to this populace, then you have entered the mainstream, but it’s not easy to win them over.
What are Characteristics of The Mainstream?
It is easy to appeal to the visionaries because you just need to communicate how your product can potentially solve their problems and change the way they do business. They are risk-takers who move fast. On the other hand, the mainstream markets prefer safety and steady growth. The mainstream wants products that will help them ease into an improved state and increase their efficiency slowly with these new computers.
The mainstream wants improvements. So marketing communications need to show them how the product will improve their life without making revolutionary changes to their processes. Marketing communications need to make the mainstream markets feel safe with a product that will be supported and the mainstream needs to know that they are dealing with the market leader in the industry so that they know other products will be developed for this market leader.
How to Enter the Mainstream Markets
Entering the mainstream market is a simple matter of conquering a small niche that will reflect to other markets as a result. For example, if you develop a new software to help companies improve their design capabilities, then the best route would be to target the designers with particular needs rather than targeting the procurement departments in the various companies.
By targeting the designers themselves, and allowing them to try the new product, they will begin to talk about it amongst themselves. This is another thing to understand. You should target a niche that communicates with other members in a collaborative way. This way they will talk about your new product and it will become widely accepted by a majority of the community members rather than a few community members if many communities.
This is the essence of targeting a specific niche. The word spreads between community members and then you are in a good position to show these results to another niche market.
Always remember that entering the mainstream market is about having the product accepted already. This means that the mainstream will only listen to others in the mainstream before adopting your product. So targeting a specific niche will ensure that your product seems to be accepted already.
So in a nutshell, that is how you enter the mainstream markets where the majority of profits are allocated for your company.
There are many other details to consider, but that should always be done by a professional marketing representative who has your best interest in mind. Proper marketing always starts with the right research. Developing a strategy is not an easy task for someone without the right experience. You need to consider the external and internal factors before embarking to enter the mainstream.