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Successful New Product Launches for Consumers

Product managers face demanding consumers and deliver messages of pleasant green experiences

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New Product Launch Marketing

Launching new consumer products requires a fairly a long term marketing campaign (at least six months). And we know that product management doesn't stop there -- it just morphs. Following the new product launch comes case studies, success stories, applications stories...etc. But let's focus on the new product launch.

New Product Messages

"The [new product] message isn't getting through," says Joan Holleran, editor of New Product magazine. "It's like consumers are saying: 'Could you spend a little more on research and development, instead of just creating line extensions?'"...

Although the big takeaway from the research is that few consumers remember a new product long after launch, there are some trends to be gleaned from the Top 10 assisted responses. For instance, most of the memorable new products last year were line extensions (which could include Vista and the iPhone).

Product Design Focuses on Multitasking

"Products almost all have to multitask these days," Partelow says.

Another similarity is that most of the Top 10 products were willing to experiment with their marketing mix--using avenues such as blogs, word of mouth and PR-generated media to get their product message out.

Moving forward, Holleran and Partelow say many new products will continue to follow these examples, as well as piggyback on other trends such as health and wellness products and more indulgent purchases. SOURCE:

Consumers Look for Multi-Function in New Food Products

"During the next year (2008-09), demand will explode for function food and beverages that deliver health benefits beyond basic nutrition," said Anne Berlack, IRI executive vice president/business and consumer insights, in a statement. "Retailers and manufacturers that marry functional benefits with effective consumer education, as Dannon did this year with DanActive Immunity-boosting beverages, will win big."

Consumers Look for Pleasant Experiences in Non-Food Products

In the non-food category, the most successful products were ones that looked to create a more pleasant experience in everyday chores and personal care.

Green Product Appeal and Messaging

What's pleasant about your green products? What experiences improve? Who benefits from the experience? How can you demonstrate that experience?

With today's interest in online videos -- it's easy to experiment with 'experience demonstrations' online. If you craft experience-oriented headlines, you can track viewership to identify your most compelling messages. Then you can maximize your advertising and channels to specific audiences who will be attracted to your keywords, your benefit statement, and your demonstration of the pleasant results they can find with your solution.

If you need some idea starters, look at the consumer strategies of Huggies' Supreme Natural Fit Diapers. Tide's Simple Pleasures Detergent, Gain's Joyful Expressions Detergent and Febreze Noticeable Air Fresheners.

PROBLEM: Marketers talk features instead of "Experiences" and "Benefits.

SOLUTION: Create some home-movie videos for YouTube to refine your "experience" appeal. Then apply your advertising dollars to the winning message.

Edited by Carolyn Allen, owner/editor of California Green Solutions
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