An Early Adopter is someone who is the first to buy a new product and is therefore a promoter of the product. In the buyer’s circle, the buyer is an advocate for the product. But there are buyers who go a step further. These are the prosumers. These are consumers who also indirectly engage with the product and the producing company, thereby effectively exerting influence on the product, or the future product, respectively. Prosumers are a group of consumers who communicate among themselves about the product and the company and also promote the product via social media.
The term prosumer is also interpreted more broadly. As a consumer, the prosumer is involved in the production process. This involvement is expressed primarily in the design. The influence focuses mainly on indicating needs and wishes regarding the product.
Then there is also the prosumer, who, although an amateur, sets professional standards. Producers would do well to take them into account. As frequent end users, they have become experts in the capabilities of the product.
All in all, the prosumer is very useful for both the company and the consumer. For the company because the prosumer provides feedback, and for the consumer because of the feed-forward. For the company, the prosumer is a free tester and a useful measuring instrument for the product. This way, the company knows what is going on in the market. And for the consumer, the prosumer is becoming an expert and spreads those experiences on social media. They make use of the C2C system, which involves creating a product or service with the specific promotional strategy that consumers share the product or service with others as prosumers based on the value of the product.
In the event of uncertain markets, prosumers serve as a point of reference for consumers. Consumers trust prosumers and seek advice regarding purchases. This, in turn, is of interest to companies. Prosumers provide reliable information about their experiences. This can, of course, be positive or negative, but regardless of whether it is positive or negative, it is important information. It is therefore smart for companies to monitor prosumers and approach them if necessary. They then become part of product and communication development.
Who are these prosumers? As a company, first take a look at your own staff. Chances are there are a number of them. In any case, involve them in product and communication development. Also, give them the freedom to make decisions for customers on the spot, such as waiving fines, offering a discount, or rescheduling a holiday for free. Consumers greatly appreciate this and usually tell the story eleven times over at birthdays and parties. That is free word-of-mouth advertising.
Then there are the prosumers from outside the company; the consumers. But there are also consumers who are not yet prosumers. They buy based on the experiences of strangers or of family, friends, or acquaintances. Purchases from these latter groups are usually made based on mutual trust, which again indicates the importance of the prosumer.
An aspiring prosumer can also be lured by giving them special attention. This doesn’t necessarily have to be money, as that is a less powerful tool, but look into, for example, exclusive or early trial products, providing access to inside information, inviting them, or rewarding them with something special.
As a marketer, try to get to know the prosumers. Building a bond is the foundation for future policy and perfecting an existing product. Encourage them to create a forum to meet and share reviews, tips, and opinions. Support them in this by providing content and tools.
