The word new has a magical meaning in advertising. If we promise the user a novelty, a new product, its new use, improvement, the impact of the advertisement is more than 20% more effective. However, astonishingly many of us are almost aggressive when we hear that new washing powder is much better than the old one, or that a new washing machine can do much more than a normal comparable product.
Either way, we are experiencing the biggest problems with new products. According to averaging scientific research, up to 80% of new products will not penetrate the market.
Old or New? There are basically two answers to the question.
The target group did not need a new product, resp. yes, but did not meet the required characteristics.
- Did not satisfy the interests and needs sufficiently.
- We failed in the field of advertising, we did not convince the target group that our brand new product is really needed, respectively. We did not sufficiently distinguish it from related products.
Marketing principles are already more or less domesticated in our practice, less information is more about the second cause of our failure. About the introductory advertising campaign. Let us briefly characterize the essence of this specific type of action:
Introductory advertising campaign
Introductory advertising can be characterized (or distinguished from the image or product campaign) as the dissemination of information, which have a role in a particular time (ie in the first phase of the product life cycle – product placement) and space to achieve knowledge of the selected target group desired product, and thus influence their attitudes and consequently the behavior leading to its purchase.
We consider its primary function to be: inform about the birth of the product, about its function, about the way of use.
When launching a new product, in addition to advertising (billboards, advertisements, spots, leaflets …), we also use other related activities.
Sales Support
It is primarily a sales promotion:
- samples for new users or new markets
- trade discounts when creating the distribution of new products
- free goods for retail, not sampling
- premium packaging (to gain new users testing the product in the store)
Direct Mail
Direct mail is also proving more and more, whether it is through letters, leaflets, invitations, samples, brochures, catalogs, resp. other components of direct marketing.
Public Relations (PR)
However, public relations also has an irreplaceable place when launching a product on the market – simultaneously with advertising, we start building an image and goodwill (also through press relations, human relations, and corporate identity). Therefore, other means and forms will be included, such as presentations (resp. Fashion shows, tastings, etc.) with press conferences, sales exhibitions, personal sales, etc.
Finally, let us state the basic simplified rules in terms of marketing and advertising separately, which we consider appropriate to follow when launching a new product:
10 rules for launching new products
- Satisfy the needs of the consumer by marketing (primarily a product). Create the conditions for its acceptance by advertising.
- A new product will stand up if it satisfies the needs of the consumer and has a good advertising strategy. The most common causes of product crashes are insufficient differentiation of the product from comparable ones, bad parameters, weak advertising campaign, absence of product tests, and research in general.
- A bad marketing strategy will not be saved even by the best advertising campaign, but even the best new product needs advertising.
- We respect the basic steps in a product launch in both advertising and marketing: planning, brainstorming, research, pretesting, creation – production, evaluation of effectiveness.
- Each new product must have a marketing plan.
- The advertising campaign should raise the product before it reaches the sales network.
- When launching a product, let’s respect the basic principles of advertising.
- The basis of an effective campaign – is a perfect knowledge of the product, target group, and the correct setting of the goal on the basis of the adequate briefing, brainstorming, research, planning, creation, production, and evaluation of the effectiveness of the campaign.
- When launching a new product, we respect the product life cycle, which requires primarily advertising, direct marketing, sales promotion, and public relations.
- The costs of a launch campaign are higher than for other types of campaigns, so always consider significantly more lessons than are published in this policy …
In conclusion, if we want to introduce our new product on the market and sell our product we must do marketing and advertising, it is many different ways to do low budget advertising and I will write you more about low-cost marketing in next article. Stay tuned.
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