Second's Best | BTalk Australia
By Phil Dobbie | September 8, 2008
BNET Australia Contributors
Aussie Rules
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BNET Australia Contributors
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(10min 48) Conventional thinking might tell you that it’s always best to be first to market with a product.
On today’s BTalk Australia Phil Dobbie talks to Guy Cranswick, an advisor for IBRS, who says that being second is often best. He also suggests that marketers pay attention to the shape of the adoption cycle before they spend big on launch campaigns.
What do you think? Add your comments in the Talkback section at the bottom of this post.
More from “Aussie Rules”
Talkback 4 Talkbacks
RE: Second's Best | BTalk Australia
Makes sense to me. Most people are early to late adopters, which implies that they are not even really interested until they see something repeatdedly. Best to copy someone else, listen to the complaints against their product, and do it better.
mensoelrey
09/10/2008 01:30 AM
RE: Second's Best | BTalk Australia
The premise is way too simple. If the new features can be copied, then being second can cost less and you can ride the wave of product acceptance. if the new features need to be adjusted for market preferences in order to really take off, and the first one in is making the adjustments, being 2nd may keep you just trying to follow the leader and never getting the margins that the leader can command.
jwberg
09/11/2008 11:44 AM
RE: Second's Best | BTalk Australia
I raised the point about first to market can command higher margins. Guys point was really about being aware of the speed of take-up. However much you spend you won't speed-up the adoption cycle. So he says there are advantages to launching when the adoption cycle starts to show growth. His other main point is that, if you're first, you should consider how your market. If you go for a big splash campaign you won't improve take up, so spend less and go for below the line activity that will seed the market with your product.
phildobbie
09/11/2008 02:22 PM
RE: Second's Best | BTalk Australia
It's better to be first than it is to be better.
-Jack Trout
-Jack Trout
dannielo
09/15/2008 11:00 AM
