By Laetitia Smith

Can’t see the wood for the trees? Lucky you! Especially, as it turns out, if you’re trying to get your new product or concept accepted by a sluggish market.

When the going gets tough, it’s human nature for many of us to clam up a little while clinging desperately to the familiar. In light of the recent economic downturn then, how do you effectively market a new product or concept without being hit by a brick wall of negativity and resistance?

There’s no denying that some new products, like the iPod, take off regardless of what the economy dictates. Others spend some time futilely circling the drain before mercifully being disposed of.

How do you secure the former scenario for your innovation?

Recent research reveals that targeted marketing to the tall trees in your audience goes a long way to getting a foot in the door when you’re introducing a new product or concept . The findings from this North Carolina State University’s research shows that if you focus on targeting opinion leaders, your innovation is more likely to gain approval.

Also, a well-connected opinion leader could influence many. Think of a popular radio personality, voicing their approval of a certain product or idea - the spinoff could be huge.

As much as individual spenders may be hanging onto their coffers a little tighter, marketing budgets have also felt the pinch; marketing to a smaller, targeted group makes more sense than a vast campaign with a ‘hit and miss’ approach.

Because opinion leaders act as role models, certain types of behaviour within their sphere of influence will naturally follow; peers are often inspired to imitate them, and the information, advice and direction they share is highly regarded.

It follows then that the stronger the connections that your tall trees have within their network, the more likely that their action will be emulated by their peers. In this case, quality definitely overrides quantity. Many of us are happier to try a new product if someone in our circle of friends is also doing so.

This point is well illustrated in the world of medicine where senior doctors help drug companies sell drugs. Many of them are paid generous fees to influence opinion and sentiment within their industry, on behalf of the world’s biggest drug companies.

The long and the short of it is that social communication is key. The state of the economy needn’t be the death knell for a new product or innovation - let your tall trees do the talking!