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Buying a new digital camera

August 28, 2007

Sneezers are people who say something and other people react to it.  There was a time when marketing experts projected that 90% of the population did what 10% told them too.  More refined research later on revealed that many more people have a center of influence, even if they are not widely listened to.

HP Smartphone R937For example, I call my dad for car or computer hardware information.  So do about 30 other people.  However, he is not extremely social or influential to a wide audience.

The unfortunate thing about this from a marketers perspective is that you cannot just focus on 10% of the population and expect them to tip the scales and tell the other 90%.  You have to create remarkable products and services that people will talk about, and you have to get a critical mass aware of the product or it will never be discovered.

So yesterday I bought an HP Photosmart R937 digital camera.  Just a mid-range camera that I could use every day.  It is worth talking about because someone else completely influenced me to not only buy it, but to run out and buy it within an hour of talking to them.

Steve and I were talking weeks ago about how I keep putting off buying a decent new digital camera.  He owns very high end photography equipment and reads all the magazines, so I knew that he keeps up to date on what is good. 

Yesterday morning he called (not about the camera) and he started telling me he bought the HP camera for his wife and it really impressed him.  He knew the price, the model number and told me about the features, which memory card to buy and how much it was on sale for, and where to buy it.  He also told me they were selling really fast and to call first because they were probably out.  (Good job by the sales people to create the aura of scarcity.)

Well, I’d been putting off buying one because I knew I needed to research digital cameras first, but I kept putting off researching them.  So within an hour I called, had one held at the store and ran out and purchased it.  It is a nice camera but I do not know if I got the best deal or not, I just took his word for it.

This phenomenan is common with electronics, books, cars, music and some other products.  How can you make it happen for your business or product?  Do other people really get excited about working with you?

- Thank You!

Posted by Ron McDaniel | Filed Under Sales, Word of Mouth Marketing 

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