How to Apply "The Tipping Point" to Marketing
The tipping point is a marketing concept developed by Malcolm Gladwell in his book "The Tipping Point." This concept plays off of the idea that a small action, such as nudging a domino, causes a large chain reaction. Gladwell believes that in marketing a large chain reaction can result in the vast promotion of your product. The key to successfully implementing Gladwell's strategy is finding the appropriate trigger for your niche in the market. You must fully understand your target audience to choose a trigger that is effective in connecting with them.
Research the target market of your product to determine who or what is influential in the eyes of your target consumer. Understanding your specific marketplace and audience can help you to uncover what impacts them and how to reach them. This person or thing can become the catalyst, or the "tipping point," in your marketing campaign.
Find the appropriate "trigger" marketing campaign for your product group based on your research. This could be a viral video, a niche of people wearing or promoting a product or a snowballing social media campaign. For example, if your target audience is artistically-minded college students, choose an art school to target. Stage a flash mob outside of the school where the participants are wearing your product. Film the event and broadcast it on your social media outlets.
Find an angle for the product or the marketing campaign that will pull at the heartstrings of the intended target audience. Invoke a sense of nostalgia in the consumer, for example, through the music played in the background of the flash mob mentioned in Step 2. Research the age of the target audience and select a song that was popular in their high school years. This creates a context for the event, further engages the consumer and makes your advertisement more memorable.
Instill a sense of urgency in your marketing message. This helps to motivate the consumers to act. Whereas your trigger, such as a viral video, grabs the attention of your target consumer, a call to action and a sense of urgency compels them to make a purchase. For example, promoting limited quantities or a limited time of purchase helps motivate a sale.