The Bankwatch

Tracking the consumer evolution of financial services

Designing for concentric circles of adoption

 Chris follows up on Tara’s post on understanding your target audience, that I covered here.  Chris goes to the next level, after understanding your audience, and suggests that becoming a member of your community is the first step.  This makes sense and is understanding your customer 101.

The Pinko approach demands that you become a member of your community to truly understand their needs and the world from their perspective.

Source: Designing for concentric circles of adoption at FactoryCity

 He goes on to outline the best approach of community engagement of like minded people, who will help to carry the message.

Tara’s argument very much mirrors this approach. By focusing your effort and outreach on a core constituency, just like in a presidential campaign (read: Howard Dean), you’ll be enticing folks with a truly valuable service that those same folks can then turn around and preach about with more convincing passion, integrity and self-interest than you could& the very reason that the Spread Firefox campaign was so successful; it relied on concentric circles of true-believers to spread the word. For its part it only had to focus on continuing to build a great product and delivery community infrastructure to support its core constituency.

He has a handy picture here using the example of “Spread Firefox” and indicating how building out the core community first ensures clean, clear understanding that results in evangelism for your product or service.

Something I am keen to understand is how we direct this model to banking.  It seems relativley straightforward and risk free to apply the approach to a new browser, or new vlogging application.  These are technical in nature, attract geeks, who are known for their enthusiasm.  But what about bank accounts.  We can’t rely on geeks for that – or can we?  I recall during a direct banking start up, the enthusiasm and desire for success felt both by our customers, and our employees was effusive, and alive.  It was singleminded, and everyone wanted to believe.  That is one powerful combination.

Relevance to Bankwatch:

Don’t write off new marketing/ pinkomarketing/ community development, as not applicable to banking.  People have an innate desire to believe and hold on to something, and tapping into that in a genuine, honest way, is exponentially more powerful than any marketing campaign.  Read Cluetrain again.

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Written by Colin Henderson

September 23, 2006 at 21:18

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