Jan 16, 2013RFID Journal today announced the publication of The RFID Marketer's Handbook: Smart Strategies for Finding Potential Buyers and Converting Them Into Customers. This guide, based on a survey of 200 current and potential RFID end users, as well as analysis of data regarding RFID Journal's 90,000 registered users, reveals the types of companies that are investing in radio frequency identification, as well as strategies that RFID technology providers can utilize to identify and sell to these businesses.
"With any new technology, there is a small subset of companies willing to invest and prove the benefits," says Mark Roberti, RFID Journal's founder and editor. "Finding these companies can be challenging, so we decided to survey our readers and comb through our database looking for information that would help solution providers do a better job of reaching the companies most likely to invest in RFID today."
The handbook explains Geoffrey Moore's technology adoption lifecycle, along with its implications for marketing radio frequency identification technologies. The 30-page report contains more than 20 detailed charts that not only provide a wealth of information about RFID technology buyers, but also compare current buyers with those surveyed three years ago (see Understanding RFID Technology Buyers).
Among the questions answered by the "RFID Marketer's Handbook" are:
• In which geographical regions do RFID technology buyers live?
• What size companies are currently investing in RFID?
• In which industries is adoption increasing, and in which is it slowing?
• How do buyers become interested in RFID?
• How do these firms make purchasing decisions?
• How much time elapses between when businesses first begin researching RFID and when they actually deploy the technology?
• Which functional areas within a company are involved in RFID purchasing decisions?
• In which applications are end users interested?
• How do executives responsible for making RFID investment decisions obtain information about the technology?
"Smart sales and marketing strategies start with good information about your target customer," Roberti states. "Finding the target customer for RFID has been difficult, because the technology can be used for so many applications in a wide variety of industries. Now, marketers will have insights enabling them to craft messages that will resonate with their target customers."
The RFID Marketer's Handbook: Smart Strategies for Finding Potential Buyers and Converting Them Into Customers is now available for download from the RFID Journal Store.
