Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why by Max Sutherland

Author:Max Sutherland
Language: eng
Format: mobi
ISBN: 9781741755992
Publisher: Independent Publishers Group
Published: 2009-10-01T14:00:00+00:00

Fine tuning the marketing support

Instead of looking for ideal product formulations, the urgent need is more often to address the level and fine tuning of marketing support for new products. To ensure that these are adequate and functioning as they should requires that companies closely monitor their launches, making appropriate adjustments, fine tunings and corrections as required. Failure to do this is one of the most important causes of new product failure. Too often, marketers have too little information and pull the plug on the new product too early, i.e. before they have achieved the necessary awareness and trial.

Trial needs to be gained early, while the product has a newness and freshness about it. If it does not achieve good penetration in the first six months it is unlikely to succeed. This is particularly important for seasonal products such as new varieties of canned soup or chocolate cookies in winter or of ice confections in summer. If trial is not achieved quickly and in the first season, the ‘new’ product has to come back next season as an old product and this loses the ‘newness’ factor that can be so important in generating interest and trial. Generally, it doesn’t work. (See Chapter 19, ‘Seasonal advertising’.)

If the new product is going to succeed it has to get trial as quickly as possible before it loses its image of newness; that usually means in the season in which it is launched. An obvious part of getting this first-season trial is making people aware of the new product and getting them interested in it. This is a communications task and, like everything else, needs monitoring.

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