Friday, January 11, 2013

Only For Early Adopters - Jan 2013


Classic marketing often specify the target group for a product, or service, in different ways. And as you have something truly new - like Floorball sic. - the marketers often aimed for and tried to identify the true early adopters. All according to classical thinking...

So as we see visitors, at times to this blog visiting us with old Internet explorer browsers, (the latest IE is a good browser), then, with the old IE browsers - we are not too happy since this indicate that Floorballcentral is not reaching out to the early adopters - but to other target groups.

The other day we posted a rather humble post on social media - it became rather popular so that is why we will dwell a bit further into the art of communicating about Floorball. Still no we are not experts - but we at least try to figure out how things work.

We claim this - there are a few dominant Floorball markets - like Sweden and Finland.. And a lots of marketing material comes from them. But - this is important to grasp. In Finland and Sweden Floorball is not really for the early adopter - but more for Joe Doe. This means a lot of the material that spread over borders from developed areas... well it is not optimized for the Early Adopters that the potential markets could have good or the very best use for...Nope it is more designed for Joe Doe that not do new things - but Joe instead, more likes what others do...

Is social media then the holy grail for early adopters? Nope - much of the current social media we use is rather mature - in terms of high penetration and the reach to the very same Joe Doe - but as we want to hit on early adopters - well facebook is today not truly the place to be at...
Then much of the broader social media used today also creates filter bubbles and we do not talk to new listeners but more to the same group of folks we talk to all the time... And if we want to spread Floorball we must talk to new people - not the same ol' same ol'. This indeed also relates to personalized search engine results that kind of keep you in your own invisible foam of information...

What to do then?

It is easy - we must infiltrate fast into the very latest and newest social tools there is.. We will miss a few times - but if we find traction - it will drive us forward in a real and hopefully good way.

We have seen recently good examples of decent penetration on instagram by some Floorball actors and we like that - cause - being early out means a high comparative advantage - You rather wants to be a big fish in a small bowl - as compared to a small fish in a big tank (so what we say in principle is - forget Facebook).

Any ideas what could turn into hot social media? That is the hard question..
But we think - if you like the Hockey Community app and if we fast could get a high degree of Floorball penetration in there - well that would be seriously good - possibly for Floorball.

Last night we played around with another different tool, called Thumb, that might grow fast and...
We have a friend that told us - talk to one new person per day about Floorball... well through that simple idea on thumb - to vote on basic questions - we last night reached some 200 NEW people - with the word Floorball. Thumb is a crazy tool and rather addictive - so try it and just ask Floorball questions and we will easily reach 1000's of people - if only just a handful of you try it...

Then - we have not tried chirp since it only comes on Iphones for now - but if you have an apple phone please try it and evaluate it for us - it is a crazy new tool - based upon the idea to connect through sounds instead of digital signals. Some think it will revolutionize social media - please see if you may figure out how to use chirp for Floorball.

Then of course - search for other new social platforms to seed some Floorball into them - there are a full vegetation of new tools just around the corner.
Our own test of the tribe Kumbaya on this page is so far a full miss - but at long as we try - we at least try.

Let us now hope that you will do the same..

So what would an American Early adopter do this spring? Most likely play Floorball at the Maple Leafs garden? huh/




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Caution

Research suggest that eye-injuries are more common in Floorball as compared to Tennis, but less common as compared to Squash (similar to Racquetball).
To minimize this risk of injury Floorballcentral recommend: Use certified protective eye-wear (mandated in many European areas for the youth). Do not lay down on the court. Follow the rules strict on stick height.

Also if you get addicted to this sport - do not blame us!