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Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers

Approfondimenti chiave da Geoffrey A. Moore

Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers


Approfondimenti chiave da Geoffrey A. Moore

Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers

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10 minuti

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Ensure mainstream market domination by strategically marketing your high-tech product.

Taking your high-tech product into the mainstream market can be achieved with the right marketing strategies. The key to success is a good understanding of how to transition from an early market that’s dominated by technologically savvy customers to the highly pragmatic buyers who will make up the bulk of your sales later on. The gap between these two sets of customers is so deep that author Geoffrey A. Moore calls it a chasm. This Snapshot is about how to cross that chasm successfully.

Leggi questa istantanea se:

  • Need to plan the launch of a high-tech product and don’t know where to start
  • Are interested in the secrets to dominating the mainstream market
  • Want to understand the differences between early adopters and mainstream buyers
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Introduction

Have you ever wondered why certain high-tech products take over the market, while others lag far behind? For example, why did Microsoft Office beat out WordPerfect when many argue that WordPerfect is the better word processor? While there’s usually no single reason for the rise of one tech creation over another, the marketing department often catches the blame when a product fails against arguably inferior competition. In a country that seems to have marketing strategies well-honed in most industries, high-tech marketing tends to be erratic. Why is this? And how can you get it...

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