|Is 'The Donald' Going To Trump Your Product Launch?
If you are planning on launching a new product in the next 12 months, take heed—the election cycle may be one of your biggest obstacles. The Most Memorable New Product launch survey, conducted annually by Schneider Associates and Sentient Decision Science for the past 14 years, found that generating attention for new products is becoming more and more difficult each year. The good news is we have some essential strategies for breaking through:
Your campaigns are multichannel, but are they truly multi-touch?
One way to make sure your product launch is noticed is to ratchet up the number of media channels (television, radio, print, Facebook FB, Twitter, Instagram, YouTube) where you promote your product. Consumers who used more than six sources of information had an astoundingly higher memory of new product launches than people who relied on three sources or just one key source for new product information (59% versus 36% and 22%, respectively). The key here is that the use of a broader media mix led to higher new product recognition. When we reverse-engineered the data, the case for actively delivering brand and product messages in multiple media channels to target audiences is evident. Plus, with the evolution of digital media buying and programmatic campaigns that reach highly specific consumer segments, you can effectively identify and/or select the audiences who should know about your product. We believe this finding about multiple media sources proves the methodology and value of integrated marketing. In a world where consumers are using more devices than ever before and experiencing more messages than ever before, an integrated approach could not be more vital to launch success.
You have a creative campaign, but are you making an emotional connection?
The past few years we added a twist to our product launch study – we incorporated subconscious consumer research to uncover the emotional attitudes that drive successful new product launches. This did not require Jedi magic, but rather was done using “implicit association testing,” a technique developed 20 years ago to test attitudes that drive our behavior but operate below our conscious awareness. Our test involves measuring reaction times when sorting emotions into categories while being exposed to specific product images. As an example, if we show you the Windows 10 product, how fast can you sort the words “Excitement” or “Boredom” as positive or negative? Comparing that response time to baseline examples and to other products provides an index of “positive emotion” for each new product launched. What we identified may not surprise copywriters, designers and creatives around the world – allof the top most memorable products in our survey registered stronger emotional connections with consumers than less memorable products. The takeaway? If your ads and marketing don’t move people in ways that activate discrete emotions, they likely won’t move the product.
Trump, Hillary and Bernie may tank your sales in 2016.
In an average year, only 50% of consumers on average can recall a single new product launch without being prompted with examples (45% the past two years). Go ahead, try it. Name a new product introduced in 2015. Was it a line extension? Was it an actual physical product and not the latest Candy Crush Saga game? Are you sure it came out in 2015? If your answer is no, you’re not alone. Sadly, manufacturers and retailers have spent millions promoting products using every channel possible to get consumers to remember. Now take an election year into consideration. Without fail, the past two election years have shown a dip in consumer memory of new product launches down to as low as 31% in 2008. If you’re the one at your company leading a product launch and competing against the projected $10 billion in advertising being spent this political season, get ready for the most challenging new product launch environment ever.
With Trump taking up all the news and talk show air time, and Hillary buying up all the available spots, we suggest you refer back to points one and two in this article and get ready to fight an uphill battle for consumer mindshare. You may as well be running for office: Getting your product elected –and purchased in 2015—is going to take herculean feats that will require proportionate budgets, nimble strategies and emotional capital.
This article originally appeared on Forbes.com. You'll find a link to the original after the post.
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