The Rise
“Products don't succeed because they're introduced. They succeed because they're embraced.”
Executive Overview
A product launch is a moment. Market adoption is a journey. Too many organizations celebrate launch day as the finish line. In reality, launch day is simply the beginning of the customer's decision-making process. The purpose of The Rise is to accelerate awareness, understanding, trial, confidence, and advocacy.
How do we help customers change behavior?
6.1 — The Adoption Journey™ — MicroPlow
“You should use this.”
Goal: Customers become marketers
- 3 case studies published
- 12 installer referrals tracked
6.2 — The Behavior Change Model
Every innovation asks customers to change something. If we're asking for change, we should understand resistance. Ask:
- What habit are we changing?
- Why would someone resist?
- What's the perceived risk?
- How do we reduce that risk?
- What's the emotional reward?
MicroPlow example. Old habit: use fillets. New habit: integrated groove. Resistance: “This is how I've always done it.” Solution: show a side-by-side race. Not a brochure. A race.
Behavior changes when people see a better way.
6.3 — The Adoption Toolkit
- Awareness — Website, PR, Social, Email
- Education — Videos, Installation guides, Comparison sheets, FAQs
- Experience — Samples, Trade shows, Demo trailers, Dealer displays
- Reinforcement — Customer success, Sales follow-up, Installer communities, Warranty confidence
- Advocacy — Case studies, Testimonials, Installer spotlights, Awards, Referral programs
We're supporting adoption long after launch day.
6.4 — Dealer Activation Strategy
Evermark doesn't sell directly to installers. Dealers are one of the most important multipliers in the business — so don't just “notify” dealers. Activate them. Every dealer should receive:
Dealer Champion Program: identify enthusiastic dealer reps early, train them deeply, recognize them, feature them. People learn from peers more readily than from manufacturers.
6.5 — Installer Adoption Program
Instead of saying “here's a new product,” say “we're investing in better installers.”
- Evermark Pro Sessions
- Jobsite Demo Days
- Installation Certifications
- Time Challenge Competitions
- Product Trials
- Video Library
- Tips & Tricks Series
- Installer Advisory Council
Now Evermark isn't just selling products. It's building a professional community.
6.6 — Measuring Adoption
Most companies measure sales. We measure adoption.
- Awareness — Website traffic, video views, searches, social engagement
- Understanding — Demo completion, downloads, training participation, FAQ usage
- Trial — Sample requests, demo attendance, dealer orders, first purchases
- Adoption — Repeat purchases, dealer expansion, new accounts, install frequency
- Advocacy — Testimonials, case studies, referrals, user-generated content, dealer recommendations
Sales are one metric. Adoption is the system.
6.7 — The 90-Day Launch Rhythm
- Week 1Launch
- Week 2Sales feedback
- Week 3Dealer interviews
- Week 4Customer Service review
- Month 2Marketing optimization, installer interviews, content refresh
- Month 3Leadership review, KPI update, lessons learned, product enhancements
Launch isn't over. Launch is learning.
6.8 — Success Isn't Revenue Alone
A successful innovation:
- Solves a meaningful problem
- Builds Evermark's reputation
- Creates dealer enthusiasm
- Makes installers more productive
- Generates repeat purchases
- Produces advocates
- Inspires future innovation
Revenue matters — but it's the result, not the objective. Revenue follows value.
Questions, not action items.
- Are customers simply buying — or are they changing behavior?
- What evidence shows the market understands our value?
- Where is adoption slowing down?
- What barriers still exist?
- What have we learned that should improve the next launch?
- Are we building loyal customers — or just generating initial orders?