Final answer:
To speed the adoption of a new product, the marketing team should ensure the features and benefits are clearly communicated and invite trial use, rather than relying solely on word-of-mouth. The product should be user-friendly and align with customer values, and the design should be refined through testing and feedback.
Step-by-step explanation:
To speed adoption of a new product, the marketing team should focus on several key strategies. First, ensuring that features and benefits can be clearly communicated or demonstrated is essential for customers to understand the value of the product. Instead of designing the product with maximum complexity, it's important for the adoption to make the product user-friendly and intuitive, so customers can easily see how it fits into their lives.
Encouraging trial use of the product can also be beneficial. By allowing customers to experience the product, they can see firsthand how it works and the benefits it provides. It's also vital not to make a clean break from existing customer values but to demonstrate how the new product aligns with or enhances those values. While word-of-mouth marketing is important, it should not be the sole strategy. It's important to use a mix of marketing channels to reach a wider audience and create more touchpoints with potential customers. Additionally, employing a structured decision process during design, taking into account customer feedback, can help refine the product to better meet user needs.