Gadget Gurus Let tech trendsetters spread the word about your product.
By Steve Cooper
Opinions expressed by BIZ Experiences contributors are their own.
When consumers are in the market to purchase a new tech gadget,whether it's a digital camera or a computer, they often seekthe advice of tech-savvy friends or family members who constantlyhave their finger on the pulse of what's cool and useful.Global PR agency Burson-Marsteller has dubbed this group"tech-fluentials."
Who exactly are these tech-fluentials? The term refers totechnology-driven opinion leaders--those who try products andtechnologies first and then chat about their experiences online viablogs, discussion forums and the like. A Burson-Marsteller studyestimates 86 percent of tech-fluentials are sought by family,friends and colleagues for advice. (As the resident tech-fluentialin BIZ Experiences's editorial department, I can attest tothis.)
If you're attempting to reach this market to boost sales,Peter Fader, marketing professor at the University ofPennsylvania's Wharton School, warns that tech-fluentialsaren't as easily persuaded as regular consumers."They're pickier, they do their homework and they knowwhat they like, so it's a much tougher sell," says Fader.According to the study, 97 percent of tech-fluentials say functionis a key driver in their purchasing decisions.
Fader adds that marketing to tech-fluentials works best whenyour technology needs explanation, or is particularly complex andpricey. "The more radical the [product], the more consumersare going to seek advice," says Fader. "If consumers cansee [your technology] will improve their life in some measurableway, they don't need an expert to tell them that. But ifit's something that works in a subtle way, they need someone to[assure] them it's worth the investment."
