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Practicing What We Preach

RFID Journal LIVE! 2013 will feature technical and strategic seminars, to meet the needs of end users undertaking advanced RFID deployments.
By Mark Roberti
Jan 28, 2013Last week, I wrote about the The RFID Marketer's Handbook: Smart Strategies for Finding Potential Buyers and Converting Them Into Customers, a guide we recently produced in order to help radio frequency identification solution providers understand the technology adoption life cycle, where RFID is in that cycle, and how best to market products today, based on that information (see Who Is Investing in Radio Frequency Identification Today?). I know a lot of vendors ignore our advice, but I'm here to tell you that RFID Journal practices what we preach.

Over the past few years, since learning about Geoffrey Moore's views regarding the technology adoption life cycle, we have changed our marketing strategy. We previously spent approximately 50 percent of our marketing budget on end users researching RFID, and the other 50 percent reaching out to those not doing so. Now, we spend roughly 80 percent on end users researching RFID and 20 percent on those who are not. As a result, we've seen our direct-mail conversion rates increase.

We are also practicing what we preach by evolving the content at RFID Journal LIVE! 2013, our 11th annual conference and exhibition. According to Moore, during the early part of the technology adoption life cycle—specifically, the chasm, which is where we are now—the focus should be on the economic buyer. That is, new technology firms—as well as media companies focused on new technologies—should try to sell to businesspeople with a compelling need to buy.

I instinctively knew, when I launched RFID Journal, that we had to focus on RFID's business benefits, rather than provide detailed technical information about how to deploy it. After all, if there are no business benefits, no one will adopt the technology. As in past years, this year's LIVE! event—to be held from Apr. 30 to May 2, at the Orange County Convention Center, in Orlando, Fla.—will feature more than 50 end users discussing their real-world deployments.

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