Brand Design, Brand Marketing and Brand Psychology

PRODUCT MARKETING — IT IS YOUR PRODUCT LAUNCH. WHAT's IN IT FOR ME?

Posted by sarmistha tarafder on May 22, 2019 5:19:21 PM

 WHY_SHOULD_I_CARE

WHY SHOULD I CARE?

HOW WILL IT BETTER MY LIFE?

With more than 250,000 new products launched globally each year, chances are you are likely to fail in this grand endeavour, if you do not chalk out a path that is going to lead you to success. Lynn Dornblaser, an analyst at market research firm Mintel who tracks new products, says that 85% to 95% of new product launches usually go bust.

But, that does not mean yours' have to... if it is done right.

As we all know, trade shows are the obvious gathering grounds of the like minds. It is a proven method of finding new business and expanding existing businesses. You have un-divided attention of this mass of population who are the industry leaders, key decision makers and influential architects.


Here are some key points to consider, before the big veiling your new product or an existing product with serious enhancements at your next show. Also, here are some lessons from famous brands that you want to take note of before you launch your next 'best product.'

 

LEARN THE market

LEARN HOW NOT TO Disappoint your Audience

 

OUR STORY — THE POINT HERE IS NOT ABOUT OUR SUCCESS

If the product is truly revolutionary, make sure that the market is ready to make the leap. The launch of our Skyline Windscape® was the grand solution of intense customer knowledge and coming up with a solution to their pain points. We knew that the market was ready for this industry-transforming product because, we had listened to our marketplace for about 3 years, before we launched this game changer. And, when we finally did, it was an unprecedented launch that exceeded our aggressive sales forecast by 38%.

 

NOT OUR STORY, BUT OUR LESSON —  THE POINT HERE IS WHAT HAPPENS WHEN YOU LEAD YOUR AUDIENCE TO BELIEVE IN SOMETHING THAT WHICH IS NOT

Remember, (or not), Dean Kamen and his Segway. Both investors and general public were dumbfounded and disappointed. Why? Because, Kamen made them believe that, it was nothing less than an "alternative to the automobile." When the real product was unveiled it was no more than an enhanced scooter." It took 5 years to sell 24,000 of these scooters as opposed to 10,000 per week, as originally predicted." No surprises there.

Engage and encourage your brand team, your marketing ninjas, your sales warriors, your advertising and PR team for some valuable feedback that can either propel a launch or, if necessary, can terminate it. You can have the best product in the planet. If the market is not ready for it, or if it is the victim of false perception, your product will not go anywhere.

 

 See the source image

 

 

DARE TO GO TO EXTREMES WHEN YOU PRESENT YOUR PRODUCT. EXTREME RATTLES THE BRAIN. EXTREME TURN HEAds. extreme gets YOU THE PRESS without the BAGGAGE OF A BIG BUDGET.

EXTREME IS A SURE FIRE WAY for you TO STAND OUT.

 

 

mind bending memorability graphics newAbove, the two brands chooses to do their product promotion. One says, 'NOTHING TO HIDE' and presents as it is — notice the name of the band is missing. The other writes down in bullet points what it and what it does. Now ask yourself and ask your team members, "Which presentation arouses my curiosity?"  There you go, you have your answer — you now know what the perception of your brand needs to be. Why focus on perception? In the words of Jack Trout, (Differentiate or Die — Survival in our Era of Killer Competition)

 

"MARKETING IS A BATTLE OF PERCEPTIONS, NOT PRODUCTS"

(Caution: The video below is so radical it might offend you. Be safe. Skip it)

ABSOLUT - The Vodka With Nothing To Hide

Source: https://www.thespiritsbusiness.com

Here is a bit more about "'NOTHING TO HIDE'

Craig Johnson, vice-president of global marketing, says “Absolut has always believed in using its voice to promote change and we are proud to champion sustainability and transparency in our industry. We feel it’s now more important than ever to let our customers know, we have nothing to hide.” The Vodka With Nothing To Hide, part of Asolut’s ongoing platform Create A Better Tomorrow, Tonight, aligns the company’s long-term mission to create a “more sustainable world”.

 

 See the source image

 

 

DARE TO CLONE YOUR COMPETITION, ONLY WHEN YOU CAN TOPPLE THEIR BUSINESS MODEL. ONCE YOU DO THAT, FOCUS ON THE "LOVEMARKS"❤️

Just in the news, Walmart is rolling out NEXT-DAY DELIVERY WITH NO MEMBERSHIP FEE REQUIRED for over 220,00 frequently bought products. This comes on the heels of the positive financial news.

In the words of their CEO, Doug McMillon, "We're changing to enable more innovation, speed and productivity, and we're seeing it in our results. We're especially pleased with the combination of comparable sales growth from stores and eCommerce in the U.S. Our team is demonstrating an ability to serve customers today while building new capabilities for the future, and I want to thank them for a strong start to the year."

Obviously, their CEO know a thing or two about 'LOVEMARKS' —  coined by Saatchi and Saatchi’s worldwide Chief Executive Officer, Kevin Roberts, states that successful brands don’t have ‘trademarks’. They have ‘lovemarks’ instead. In building brand loyalty, brands are also creating an emotional entanglement that often has little to do with the quality of the product.

 

CLONING YOUR COMPETTION? HERE IS WHAT WE LEARNED

 

 

See the source image

 

 

DARE TO TAKE AGGRESSIVE STRIDES WHEN THE 'UNIVERSE' HANDS OVER THE RIGHT MOMENT

 

As Milkshakes become a popular political tool in street protests in the UK, on May 19, 2019, Edinburgh police reportedly asked McDonald’s not to sell any milkshakes ahead of a rally for Nigel Farage, the former the former leader of UKIP. Of course, without haste, rival fast-food chain Burger King, however, stepped in, seeing a gap in the market.

 

 

See the source image

 

 

DARE TO DISRUPT IN A GRAND FASHION,  —  DARE TO CHALLENGE AGE OLD EMBEDDED SYSTEMS — EVEN a SYSTEM THAT IS PERHAPS 5000 YEARS OLD

Opportunity is missed by most people because it is dressed in overalls and looks like work.
Read more at: https://www.brainyquote.com/quotes/thomas_a_edison_104931

Opportunity is missed by most, because few have the, grit and the insight to know about it.

 

A charity founded by Coinbase’s CEO Brian Armstrong is donating cryptocurrency to citizens in Venezuela, with the country roiled by famine, disease and political turmoil.

As Venezuela’s political and economic crisis reaches a boiling point, GiveCrypto.org has figured a workaround to a widespread shortage of money. The organization is donating cryptocurrency to Venezuelans in need, to buy groceries and household goods.

“We early on selected Venezuela as where we are going to work, primarily because money is so broken there,” said Joe Waltman, executive director of GiveCrypto.org told YFi PM in an interview.

 

portable

 

 

Build Trust. MANEUVER MOMENTUM. Disperse Generosity

It is ABSOLUTELY crucial to any product launch.

Endorsements and brand recognition helps, but to have access to direct confidence is invaluable. Launching the idea of your product at a pre-trade show event will help you do that.

 

See how we did it 💡 Delve into our pre-product launch anticipatory videos. Scroll all the way down.

Gather a cross-functional team of existing clients, high-value prospects and industry influencers. Create a pre-show messaging without revealing the specifics. Create a sense of anticipation as you talk about what is so cool about it. Announce the launch date and the ship date. The idea is to have this core group spread the word about your launch. And of course, lavish your existing users with something worth talking about. Why do you think Apple give their existing users a free upgrade to more iCloud space before doing a major product launch?

Before your launch date, get the media list from your trade organizers in advance and get an interview preview session with one of them. At the trade show when you finally do the launch, be sure to follow it up by a press conference the same day or the next morning.

 

1. Make the new product the focal point of your exhibit design to draw the audience into your space. Formulate a gaming theme around this product launch. Does not have to be sophisticated — get some basic ideas here.

 

gaming wheel built insude the booth

Above, a gaming wheel integrated with the booth design. The attendee turns the wheel and receives a giveaway as indicated on the wheel. However, when you design your 'WHEEL OF GIVEAWAYS', build in your product benefits and construct giveaways that draws upon the imagination and conceptually rhymes with your product benefits. (Image: RSA 2019)

 

2. Create compelling presentations to explain this new product and what it does.
3. Stream it live.

4. Sponsor an evening of educational event featuring power users of your new technology.

5. Produce a micro site dedicated to your product launch that will collect all input from your attendees. This shows that you care to make a difference, to make it better than what it is. Encourage them to critique your product.

6. Decide on a hashtag. In your pre-show marketing encourage and reward your sales, your operations and one and everyone who follows you, to tweet about your product. Set the bar high. The person who generates 1000 tweets gets 1000 dollars — something easy and generous that will make your followers act upon it. Raise the bar as you go — for 5000 tweets gets 3000 dollars.

 

power of hashtags

BEWITCHING POWER OF HASHTAGS TO EXPAND BRAND BONDS

 

7. Encourage your booth visitors to tweet about your launch with the hashtag and upload pictures in the Instagram. See how we did it.

8. Create a twitter wall within your booth. Every hour the person with the most tweets gets rewarded Every person who takes visuals of your booth are encouraged to share in all the social channels. Those pictures get printed and goes in your booth wall.

9. Put lust before logic. A favorite deadly sin, lust engulfs us through experience: our appetites, and passion of sight, sound, taste, touch and scent. We anticipate what it might be like to fulfill a craving and that anticipation pulls us closer. Your product may be boring, but the presentation of your product should inspire strong emotions.

10. Be sure to follow up your product launch with a comprehensive post-launch marketing plan.

 

 

 INTEGRATE INERACTIVES FOR ONE OF A KIND PRODUCT LAUNCH

 

 

custom islands

 

 

KNOW WHAT CAN GO WRONG

If you are launching your product to be in keeping with the 'fad of the time' here is a story for you.

When Coca-Cola launched C2 with a 50 million dollar advertising campaign, its' target audience (mostly men) did not go for it. Why? because, they wanted all the flavor of original Coke with no calories or carbs, not half the calories and carbs, as the product was designed to be. C2 was a failure. A year later, it paved the way for Coke Zero, a no-calorie, full flavor product that adorns the shelves today, long after the death of the 'low-carb trend'.


Moral of the story: "Test the product to make sure its differences will sway buyers."

 

Let others tell your story.

THE RENTAL CAR THAT NOBODY WANTED TO RENT

 

Do not launch your product at trade shows. Use trade shows as the event for launching your success stories.

Instead, use your trade show and event venues as testing grounds for product research and product development. Use it for building buzz and developing consensus. Highlight, how others are using your product. Make the goal of your trade show booth not about your product but a staging ground for the successes that your customers had with it. "People engage with personalities, not product features."

In 2011, Ford wanted to change the perception of its Focus, "the rental car that nobody wanted." In an attempt to build buzz about the car in the United States, Ford gave 100 digitally connected people a Fiesta for six months. Each had to create a themed video every month, while also documenting their time with the car on social media. Ford then put the content up in real time, unedited and unfiltered, essentially turning over the brand to its consumers.

As Chris Garrett puts it, there are two aspects to a product launch. There is the technical side, and then there is the tactical side. "The technical side involves setting up everything that you need so people can buy from you. And then there is the marketing and strategy side, where you need to set up your launch so that it appeals to people {why should I care, how will it better my life}, they know what to do and so that it makes sense to them."

After all, walkman was quite agreeable to the masses until Steve Jobs introduced us to iPod. With a simple benefit statement that this digital music player "lets you put your entire music collection in your pocket and listen to it wherever you go," changed the whole music industry as we know it.

 

LAUNCHING YOU TO INSPIRED THINKING.👍

Next Steps.

Learn more about launches from product-launch guru Jeff Walker and branding expert Donald Miller.
Read the book: The New Launch Plan. It just might be the blue print of your launch success.
Read the article: How a burger maker became a platform
Read the research: Tech Go-to-Market: How to Design a Successful Product Launch


Happy Thinking!

Topics: Brand Exhibiting, Booth Display Design, Communication Arts, Product Design, Sarmistha Tarafder, how to use trade shows for product launch

IN NEED OF NEW THINKING? JOIN OVER 170,000 HUNGRY HEARTS!

 

 

 

 

 

 

 

about half of all resources allocated to product development and commercialization in the U.S. goes to products that a firm cancels or produce an inadequate
financial return

quotes

 

Screen Shot 2019-05-22 at 9.42.31 AM

SUSTAINABILITY
UNITES YOUR AUDIENCE AS ONE CARING ENTITY AND IT NEVER SEEMED THIS INSPIRING


radical product presentation

PRESENTATION IDEAS  OF A 'STAND OUT' COMMODITY BRAND
AS SHOWN ABOVE

 

Image 1

The colorful billboard, which was unveiled on Earth Day at L.A. Live, accentuates augmented reality by "inviting passersby to hold their phones up to the installation, unlocking content that highlights the riverbank cleanup and the making of the installation."

Image 2

 A step-and-repeat wall displayed a moss replica of the Absolut bottle against a wall of reclaimed wood, which featured the name of the event. White flowers poured out of a blue recycling bin and shopping cart.

 

Image 3

The Exhibit wall is made of re-cycled straws. Absolut bottle as land surrounded by water. The wall was created entirely with recycled straws.

 

Image 4

Another wall of wooden pallets was located behind the bar, with green moss used to spell the name of the event and shelves holding Absolut bottles. In exchange for recyclables, guests were served mason jar cocktails including the Watermelon Lime Time, which had Absolut Lime, watermelon juice, and a sugar rim.

 

product kiosk

 

Image 5

3 backlit kiosks, articulating their passion for clean air, clean water, clean earth was brought to life through illustrations by Dallas-based artist Sunflowerman.

 

Image 6

Guests could take home branded candles from Brooklyn-based studio Joya, with fragrances inspired by the campaign.  

 

"Absolut has always done things differently, and now we're reframing what it means to be a sustainability-focused brand," said Regan Clarke, brand director for Absolut, Pernod Ricard U.S.A. "With Planet Earth's Favorite Vodka, we hope to breathe new life into sustainability—inspiring others to do what's right for the environment, and one another, while always remembering to celebrate progress."

 

 

 

THE IDEA OF GOING AFTER 'FIT AUDIENCE'

image-67

 

Often, the fit is not tailored perfect. And that is why you need to delve into behavioral social data

 

 

According to recent LinkedIn reports, B2B buyers seek insights and conversations with vendors on social media. In fact, 2 in 3 are open to connecting with a new vendor and 3 in 4 are ready to have a conversation with a new vendor on social media.

examples of behavioral
social data:

 

Interactions with your brand:

Followers of your company page on Twitter or LinkedIn are choosing to subscribe to your content. This action is similar to a blog subscriber.

1. Those who want to start a conversation with you will reply to your Tweets or comment on your
social posts.


2. A mention of one of your executives in a tweet could be a segue to start a conversation.


3. Someone who clicks on a link in a post and downloads content is interested in related content

 

gaming WHEEL

 

 Interactions with competitors:

Someone who just followed one of your competitors is likely entering a buying cycle. Someone who shares content from one of your competitors is showing interest in your space.

 

Interactions with influencers:

Someone who just shared a post by an influencer in your industry is endorsing their content and is likely interested in related content from you.

 

Interactions around events/industry conferences:

People who are attending events in your space and tweeting about their event experience are potentially good prospects for your business.

 

What makes behavioral social data useful is that it helps you identify interested prospects earlier in a buying cycle, before you start the conversation in your display design space.

 

 

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FINALLY, WHEN YOU ARE READY TO LAUNCH YOUR PRODUCT, UNLEASH THE BLACK MAGIC OF SENSE PERCEPTION

radical product presentation on the floor

ABOVE (first 2 images):
Rubrik at VM World USA- Programmable LED tape threaded through nearly 100 of the beams produced a visual centerpiece whose play on light was visual feat for the attendees

ABOVE (second 2 images):
Peugeot Citroën Japan - "
2-D stand comprising a series of in-floor product displays not only accommodated an exhibit-height restriction of 4.5 feet but also maintained a high degree of visibility for attendees viewing the booth space from the venue's
upper level."

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About the Author:

Sarmistha Tarafder is the co-creator of brands in 3 D spaces. Always, in pursuit of essence and enchantment, mind and mystery, myth and matter!