How to engage prosumers
Here are four recommended strategies to effectively engage and incorporate prosumers' participation into marketing efforts, around industry-related developments, professional-quality products and professional-producer thinking and creativity.
1. Engage and challenge prosumers
Prosumers thrive on engaging in discussion and debate with other prosumers and industry thought leaders. For marketers, manufacturers and retailers, the proactive solicitation of prosumer sentiment and inclusion in challenges related to product and technology developments and use can drive interest and great thinking. For example, Network 2 ran a promotion that captured consumer-published internet video, allowing Network 2 to analyze end user preferences in finding, viewing, creating and publishing video on the net. Another great example is Best Buy's recent open call to students to "tech up" their dorms in partnership with YouTube.
2. Put new technology in prosumers' hands
As first adopters, prosumers are a first stop for companies introducing new gadgets and services. Prosumers enjoy bragging rights, are competitive and enjoy trying and reviewing products before their peers. They help build buzz and anticipation. Opportunities to get new innovations into the hands of prosumers helps promote these new technologies and their applications and can influence decision making among a larger consumer audience.
3. Create collaborative virtual and real environments
Companies need to keep pace with prosumers' desire to use and interact with new technology and products and share opinions and ideas. One of the best ways is to create open collaboration and experiences in both real and virtual environments.
Take the traditional trade show or event for example: Manufacturers and retailers can vastly broaden their engagement of prosumers (and others) by extending the reach of these activities through social media and prosumer/consumer-generated content produced and distributed around these events. In addition, prosumers appreciate the chance for face-to-face interaction with manufacturers and retailers. In the virtual world, it is equally critical to take advantage of venues to work with prosumers, especially in areas such as gaming, interactive events and new communities.
4. Deliver constant change, innovation
Prosumers have an insatiable appetite for new things. Share innovations and ideas, even those being considered. Bringing prosumers into the process as early as possible can reap important benefits in terms of generating positive word of mouth and early marketing success.
Dave Garvin is the President/CEO, Living Expositions Inc, producer of ELX, Electronic Living Expo consumer events. Read full bio.