Ensure the successful

diffusion of innovation

The progression from confidential to mainstream innovation is

a journey called “diffusion of innovation” by Everett Rogers,
a communication scholar. It is not just about having a great idea;
there are key determinants that can foster its success and sustain
its diffusion. It’s vital to understand how this journey works and
how it’s possible to sustain the diffusion of an innovation with
a marketing plan.

Key factors that influence the success of an innovation

There are 5 key factors on both sides of the equation. First, an innovation is more likely to be adopted by
consumers if it has 5 determining attributes.

The 5 attributes of a successful innovation

1. Compatibility
Innovations will diffuse as long as they meet consumers’ needs. Consumers need to perceive how compatible
the innovation is with their lifestyle and how it enhances their image of themselves.
2. Trialability
New, unknown products can seem risky to consumers who need to experiment with them before they commit to
buying. This can be done either free of charge or for a discount on the product to help promote the innovation.
3. Simplicity
If the product avoids complexity, it will be seen to carry a lower risk of consumer frustration simply because it
is easier to use.
4. Observability
If the product is highly visible, it will feed consumer awareness as well as highlighting certain features or attributes
that make the product convenient.
5. Relative advantage
Offering relative advantages means providing more benefits than competing options and improving the current
situation of consumers.
As stated above, innovative products are just one side of the equation. The other side is the different types of
consumers, as described by Everett Rogers. These 5 categories react differently to innovations.

The 5 categories of consumers

1. Innovators are very different from the other categories. They are the first to try an innovation, sometimes even
before it’s available on the market. They are always curious, are ready to pay a high price and are willing to take
risks. They are even ready to participate in product development. Their willingness to provide feedback is an
asset that can help to fine-tune the innovation.
2. Early adopters are very enthusiastic about the latest innovations. They are keen to adopt new products that
will match their values and their desire to be fashionable. They are also creditable advertisers for the innovation,
and will let others know about it.

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3. Members of the early majority are more reserved and wait to receive information from the early adopters
before taking the plunge. Word of mouth from early adopters is key to influencing them. They want value for
money and are very pragmatic.
4. Members of the late majority are skeptical about innovation, they need more convincing arguments and they
will wait for a drop in price and the adoption of the innovation by a large number of people.
5. Laggards, who are traditionalist and suspicious of innovation, will only make the effort to change once everyone
else has. They are the last to enter the market while the first are generally beginning to leave it for a more
innovative option.
Rogers Adoption / Innovation Curve

Early
majority

Early
adopters

Late
majority

2.5% 13.5% 34% 34% 16%

Innovators Laggards

How to sustain the diffusion of an innovation

It’s possible to increase the likelihood of an innovation spreading by following 3 steps:
1. Product characteristics
The first step is to make the product spreadable by ensuring it meets the 5 attributes of a successful innovation.
It’s possible to involve the innovators in product development and get them to co-design an appropriate innovation.
2. Seeding the innovation
The second step is to seed the innovation by providing exclusive items to high-profile people and samples to
opinion leaders such as bloggers. They will widely share their experience of the products. Word of mouth can
be fostered by ambushing communication to make it to go viral on social networks. This is what is called guerrilla
marketing. A designated community can also be built to get early adopters to talk about their experience of
the product.
3. Audience expansion
The last step is to expand the innovation to other audiences. This can be done by showing the early majority the
concrete benefits of the product in their day-to-day lives. Reviews from early adopters and word of mouth will
be key drivers at this stage. It then involves pointing out to the late majority that everyone around them is using
the product. Finally, using referrals and highlighting the absence of risk can convince laggards.

In conclusion, to fully sustain an innovation, it’s necessary to ensure that the product characteristics are
spreadable, to seed the innovation with early adopters and then to expand the audience using more and more
mainstream communication.

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Any reproduction or representation for non-private use is strictly forbidden. 2