The 16% Rule is a Diffusion of Innovation theory that uses consumer psychology principles to make the lead from early adopters to the mass market.
These slides were presented at the 2011 ADMA Forum and The Customer Show, and explain how the 16% Rule works including examples of how it has manifested itself in the marketing strategies of innovative brands around the world.
22. Build social proof into your products.
Simple white headphones provided
observability for a new innovation.
23. To Do List
I. Review diffusion of innovation theory
II. Learn the 16% rule
III. Apply the 16% rule to marketing strategy
IV. Break the 16% rule
24. Group buying sites build scarcity and
social proof at the same time.
Social
Proof
Social
Proof
Scarcity
25. Send out advance copies to drive scarcity
then ask for reviews to drive social proof.
Social
Proof
26. To Done List
Reviewed diffusion of innovation theory
Learnt the 16% rule
Applied the 16% rule to marketing strategy
Learnt how to break the 16% rule