New Product Launch Marketing Activities' title='New Product Launch Marketing Activities' />How to Market a Brand New Product. When TV commercials for the Snuggie launched in October of 2. For anyone with an extra sweatshirt in their closet, a lounging womans debate between keeping her arms warm and completing simple tasks like answering the phone or knitting was hardly inspiration to direct order a 2. And by the time the ad showed an entire snuggie clad family cheering at a sporting event, some viewers were too busy laughing to pick up the phone. But when four million Snuggies were sold in four months, the Snuggies creator, Allstar Products, had the last laugh. Within months of its introduction, the Snuggie transformed from a virtually unknown product into a pop culture phenomenon, appearing on The Today Show, referenced on hit TV comedy 3. Rock, and featured in the tabloids. Hundreds of Facebook groups and You. Tube parodies spread awareness and boosted sales. Once we got people talking, it turned into a great product, says Scott Boilen, Allstar Products CEO. It was almost like why wouldnt a blanket have sleevesToday, more than 2. Snuggies have been sold, making the brand an exemplar for one of a kind products seeking mass consumer acceptance. With tens of thousands of inventions conceived each year, turning an innovative new product into a consumer staple isnt easy. It requires creativity, ingenuity, and persistence to break into a market and convince consumers they need something that never existed before. Follow the example of the Snuggie and other successful products to make your own invention into a sensation. How to Market a New Product Design a Campaign With Built in Motivation. Yes, the creators of Snuggie were in on the joke. Allstar Products intentionally gave its product a quirky name and an over the top commercial to promote fun and fashion. But, the Snuggie still upheld Allstars core purpose problem solving. Were a problem solution company, says Boilen. We show a problem to a consumer and give them an excellent way to solve it at a good price. In order to make a new product something consumers cant live without, it needs to serve a purpose in your customers life. Defining that purpose depends on your individual products functionality. Allstars problem solution method takes daily activities and enhances them with a new idea. The direct marketing consumer product company used a similar solution based method when promoting Topsy Turvy, a device that allows tomatoes to grow upside down to provide fresh grown produce without the traditional hassles of a full garden. New Product Launch Marketing Activities' title='New Product Launch Marketing Activities' />That was more about functionality than fun, Boilen says. It was a different message that took a little longer for people to get out there. Larry Boy Games there. Last Of The Mohicans Soundtrack. But it was also a big hit. For Vapur, a two year old company that designs foldable, reusable water bottles, defining a purpose was twofold, both solving a problem and embracing changing consumer desires. We knew there was a lot of need for a green water bottle because the green movement was taking off, the economy was tanking, and people were looking for away to get off bottled water, says co founder Jason Carignan. Contributions to http are licensed under a Creative Commons Attribution 3. License. Will your new product or service meet customers specifications For example, consider its design, ease of use and performance benefits. How technologically feasible. New Product Launch Marketing Activities' title='New Product Launch Marketing Activities' />The problem with traditional bottles was that they were as bulky empty as they were full. A few rare products are able to leave their purpose undefined, using their customers imaginations to fill in the blanks. The Oona, a versatile smartphone holder recently funded through Kickstarter defines itself as Whatever You Need It To Be. We wanted to create a stand that could do as many things in the physical world as your phone can do in the virtual world, says co founder Sam Gordon. Dig Deeper How To Define Your Target Market. Key+themes+from+the+product+development+literature.jpg' alt='New Product Launch Marketing Activities' title='New Product Launch Marketing Activities' />How to Market a New Product Focus on the Descriptors in Your Marketing  Once you have a product and youve figured out precisely the role it would play in a consumers life, its time to share that with the public. In order to inspire potential customers to think outside the box, the Oona created a video showing their smartphone stand serving as many purposes in as many places as possible in under three minutes. The creators use of multimedia set them apart from other Kickstarter projects, helping them shatter their 1. Finding the perfect words to describe an innovative product through video or more traditional forms of branding can be time consuming. Make sure to allocate enough time before a product launch to allow for a thorough thought process, remembering that you have to build consumer understanding from nothing. We were in development for six to nine months, going through rounds and rounds of naming, says Carignan on Vapurs branding process. Do we call it a flexible bottleApple product launches have become the stuff of legend. The iPad sold 300,000 WiFionly units on launch day. Within three days, the iPhone 4 sold 1. About Us. Camelot Global is a leading lottery operator, technology and professional services provider with a proven track record of successful publicprivate. A winning product launch cant happen if the market wants one thing and you are delivering another. Products are often born out of an individuals frustration. Disruptionthe good kindhappens when you fill a room with the best and the brightest among your peers, thought leaders, and product marketing gurus. Great article. Could have used this a few years ago. One of the big issues I have run into with new product ideas at software companies is the pet project that. A water skin A pouchEventually, Vapur named itself the anti bottle, accepting that its consumers would feel more comfortable with a conventional descriptor. Still, Carignan says the anti prefix sets Vapur apart from its competitors. You put all the rigid bottles in one corner and us in the other, he says. Were the other, better option. Sometimes, regardless of how much thought you put into your original ideas, branding becomes an evolution over time. Since it was first released in 2. Roomba, the now iconic robotic vacuum has undergone multiple branding changes. Its parent company, i. Robot, never intended to call the Roomba a robot. When we tested the Roomba with customers and asked if it was a robot, they said no, says Colin Angle, i. Robots chairman and CEO. A robot is a humanoid like Commander Data on Star Trek. So we called it an automated vacuum. However, as review after review described the Roomba as a robot, public perception began to change. So, i. Robot changed its branding as well. We went from auto vac, to robotic vacuum, to robo vac, to a vacuuming robot, says Angle. Now if you wonder if Roomba is a robot of course its a robot. Dig Deeper New Rules of Branding Your Business Online. How to Market a New Product Prove That It Works. The press not only served the Roomba in transforming its branding, but also helped i. Robot overcome general skepticism about their products effectiveness. And thats been one of the products major barriers to purchase from Day One to today. According to Angle, the press has become the Roombas best and most effective ally. For whatever reason the press has always been interested in robots, and like our consumers, all of them were incredibly skeptical when we gave them one, says Angle. And then it worked. You take these skeptics, give them something that turns them from skeptic to supporter, and they often become rabid supporters. Vapur also relied on sampling to bloggers and social media reviews in order to build a more genuine overview of the product. That was really critical because once opinionated people started using the product and promoting it, people saw the benefits in a way we were not able to share objectively, says Carignan. Once youve got your message defined, youve got to get it out. Working with the media did exactly that for the Oona. A week after its launch on Kickstarter, several publications began reviewing the stand, including the Fast Company Design blog. On May 1. 0, 2. 01. Fast Companys review came outthe Oona saw more than 2. That was the tipping point, says Gordon. From then on more and more blogs picked up the story and we saw hundreds, if not thousands, of tweets and Facebook Likesabout The Oona. Marketing through social media is an increasingly effective way not only to gain popularity but also to help your new product prove itself to consumers directly.