Gadget Gurus Let tech trendsetters spread the word about your product.
By Steve Cooper
Opinions expressed by Entrepreneur 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 Entrepreneur'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."
