Mr. Darlow's: Diffusion of Innovation

Looking at the diffusion of innovation theory, which is how fast an idea or product travels through the target audience. Mr. Darlow has shown us the Hype cycle, and its five stages, which most products have to go through. The stages are:

• Technology trigger 
• Peak of inflated expectations
• Trough of disillusionment 
• Slope of enlightenment 
• Plateau of productivity

There are also types of "adopters" for each new product. An adopter is someone who takes on this new idea/product and uses it. The stage of adoption is to do with how fast someone starts using this idea/product. The stages are:

• (Technologists, creators) Innovators - 2.5%
• (Visionaries, creators) Early Adopters - 13.5% 
• (Pragmatists, critics & collectors) Early Majority - 34% 
• (Conservatives, joiners & spectators) Late Majority - 34% 
• (Skeptics, inactive) Laggards -16% 

To show our knowledge of the diffusion of innovation Mr. Darlow set us the following task:
"Develop a concept for a new technological device. Consider who you are aiming the product at and develop a marketing campaign to suit the early adopters and how you would develop the marketing strategy after the 'scarcity' phase. You should make two of the following"

• TV advert (storyboard for)
• Web advert (banners, columns, webpage)
• Print advert
• Billboard
• Advertising slogan

I have chosen to create a Web Advert banner, Print advert and an Advertising slogan.
The Product is the "Black Box" which is meant to be able to perform and do everything.
I chose the slogan "It only does everything" as this will entice the Visionaries and creators to test this claim and try to beat it by buying the product.
                   The web banner simply shows the Black Box, and lets the product boast the tagline: "It only does everything. The Paper advert is simply a stationary version of the online advert.