With the flurry of new wearables hitting the market to help users quantify nearly every aspect of their lives, marketers are faced with a daunting task of standing out. As larger players like Google and Samsung also launch newer initiatives with heavily funded marketing campaigns, every device maker is now running an uphill battle. However, our good friends at Mutual Mobile have put together a list of six suggestions on how device marketers can keep their products from being thrown in the drawer and forgotten as customers move onto the next fitness trackers.
1. Create Early Relationships with Users – Device makers need to begin involving customer insights into their device starting from the prototype phase. Perhaps the most famous of these real world beta-testing is Google Glass, which has publicly deployed in its product development Explorer Program before hitting the mass retail market. Fitness trackers could enlist a similar strategy, perhaps even promoting a beta test group in their pre-tail initiatives.
2. Demand Commitment – Following from Robert Cialdini’s Six Principles of Influence, creating consistent small commitments makes users more likely to see something through. Fitness trackers can request daily check-ins. Instilling this behavior from the onset, when interest is at its peak, will help long term use.
3. Inform Users’ Goals – most fitness tracker users are seeking fulfillment of a particular goal with a specific end – “lose weight” is really “lose weight for my [high school] reunion.” Fitness wearables should tie into these greater goals and inform their users of their progress towards a specific date.
4. Encouragement – Once users have create their goals (as mentioned in item 3), remind them, support them, and congratulate them. Fitness trackers need to move beyond informing and adding motivational context to their messaging.
5. The More Rewards, The Better – congratulatory messages and badges are fine starting points, but device makers should consider moving into the physical world with rewards systems. Companies like You Earned It reward employees, or users, through incentivized programs with redeemable points.
6. Put The Customer First – quality customer service can always be a distinguishing factor, and device makers should work to put that service mentality first. If a device tracks inactivity over a 24 or 48 hour period, companies can call the user to follow up as to any issues with the device, or pains in how the device is helping them meet their goals.
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