We Need to Pay More Attention to Early Adopters
Posted on Fri 24th Jun 2016 at 12:16
A new report from consumer insight agency Protein Studios suggests that wine brands should be paying more attention to early adopters – those who start using a product or technology as soon as it becomes available.
The report, which surveyed 5,000 early adopters from around the world, found that only 12% of this group are influenced by packaging design when it comes to buying an alcoholic drink. Instead, these individuals are more attracted by factors such as whether or not the drink is high quality, which was marked as important by 45% of those surveyed. This was twice as many as those who thought brand recognition was important, and almost four times as many as those who were influenced by cost. Commenting on the research, William Rowe, CEO and Founder of Protein, said: “Our 2016 Report reveals early adopters want to have relationships with brands that are proactive in improving the world. Secondly, this audience increasingly values the opportunity to better themselves through real life activity and experiences. Thirdly, marketers must have the courage to create daring, unpredictable and proactive campaigns, as this is the only way to make a real impact. Lastly, early adopters want brands to challenge them – put the ball into their court and let them seek out and discover engagement or products rather than have everything paraded under their nose.” All this suggests that it’s time for those selling wine to take stock and ensure that their products reflect an ethical, high quality ethos that will capture the imagination of early adopters – if you can find ways to fit in with and augment their lifestyle, you’re guaranteed a more loyal customer. Championing wines like Stobi from less well known regions, emphasising quality and highlighting the stories behind the brands are all great ways to engage this influential group. We can't think of a better reason for you to try our our new quality Stobi Vranec Syrah Petit Verdot...aside from it tasting great of course!