Get to the heart of it
A long time ago it was common knowledge that any market has its leaders, followers and laggards. In most entertainment marketing, we specifically look for a “hot” promotion and then sell the heck out of it. The people who initially “buy” the promotion are early adopters; no different then the folks who first bought Apple computers way back when or bought Apple I Pods or bought Apple I Phones. Something about these people made them want to be the first in their neighborhood to get the NEW Stuff. Was it their competitiveness; the desire to be number one or just because it was new? Probably all three variables played a part in their decision making. But what about everybody else? You can’t live on just these early adopters. You have to get to the followers; to the heart of the market.
Sometimes figuring out how to get to the heart of the matter first, lets you figure out what the product or promotion should really be to create greater profitability.