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Frequently asked questions
1. Does targeting NEOs exclude Traditional buyers?
Research and real world evidence indicates that Traditional buyers tend to actually follow NEO buying patterns but with a time delay and often when prices have dropped. Notice all those accountants with BlackBerry’s today.
Marketing programs that appeal to NEOs still attract Traditionals, who typically skip the rich information and drive straight to the bottom line. However programs aimed at Traditionals, such as those almost universally used in real estate marketing, with a primary focus on price, prestige, value and features, repel NEO buyers.
As a result, a NEO strategy actually broadens the market of purchasers by attracting the big spending NEOs rather than narrowing it by repelling them.