Our EVP Julie Hall teamed up with Chief Behavioral Scientist of Sentient Decision Science Aaron Reid to share the results of the 2012 Most Memorable New Product Launch survey in a Google+ Hangout On Air. Since 2001, SA and Sentient Decision Science have conducted the survey to learn which product launches make lasting impressions with consumers and find key trend data on which marketing tactics are the most influential, where consumers are learning about new products and what product attributes are the most desirable. Here are some of the key takeaways from the hangout:
1.Avoid launching a new product during an election year: Sixty-seven percent (67%) of consumers surveyed could not recall a single new product launched in 2012. This is the second lowest recall rate of the decade, trumped only by the 69% unable to recall a new product launch in 2008—another election year. Repeated low recall rates during election years suggests that it is harder for brands to break through the proliferation of political ad clutter to gain consumer attention.
2.Political ads push new product ads from consumers minds: Respondents said that four out of the last ten commercials they could remember contained political messages. This shows that in an election year, consumers are less likely to recall new product ads, either because there are simply more political ads, or that the political ads make more of a lasting impression.
3. Domestically-made products are more popular than ever: “Made in The USA” was cited by 62% of consumers as influencing their purchasing decision, a five percent increase from two years ago. “Made Locally” experienced a similar boost in influence, with 52% of respondents influenced by it, up from 48% in 2011 and 46% in 2010. MMNPL data from the past decade shows that attributes such as “Made in the USA” spike in influence during presidential election years.
4.Amazon Kindle Fire still hot after nearly a year: Amazon’s Kindle Fire topped the Most Memorable New Product Launches list with 30% of surveyed consumers remembering the launch. Other products that made the top ten were Taco Bell’s Doritos Locos Taco (#2, 18.8%), Tide Pods (#3, 15.6%), Pepsi Next (#4, 13%), Samsung Galaxy Note (#5, 11.7%), the all-new iPod Nano (#6, 10.6%), Nintendo’s Wii U (#7, 8.2%), Taco Bell Cantina Bowl (#8, 7.1%), Duncan Hines Frosting Creations (#9, 5.7%), and McDonadl’s Chicken McBites (#10, 4.9%).
5.Young & healthy at heart: Millenials are more concerned about product attributes such as high fructose corn syrup, trans fat, organic and low soidum than any other age bracket.
6. Dads are the new moms: More men are making household purchasing decisions than ever with 49% of male respondents identifying themselves as the decision-makers. And increase of nearly ten percent since 2009.
To find out other key trends that emerged from our survey data, watch the video below. To download the 2012 MMNPL Data deck, click here.
Our home products expert, Tom Kraeutler, is the Host, Founder and Chief Home Improvement Evangelist of The Money Pit. He is a hands-on home improvement broadcast journalist and the kind of guy homeowners want to call at midnight when their basement floods. He first earned his home improvement stripes as a professional home inspector, amassing over 20 years experience learning how houses are put together, and how they fall apart!
Here are his selections for the Most Memorable New Home Product Launches of 2012:
These windows are an excellent choice to replace old, drafty windows that are hard to open or require frequent scraping and painting. Andersen has made it so that installing these windows couldn’t be easier. The 400 Series Tilt-Wash Double-Hung Insert Window is custom sized to fit inside an existing window frame. Just remove the top and bottom sash and insert the new window. It’s a great DIY project that requires only basic skills and no special tools. Plus, you can install the window from inside your home, making it easy to replace even second-floor windows. The tilt function makes it easy to clean them, and the low-maintenance exterior eliminates the need for paint. Plus, the high-performance Low-E4 glass provides superior energy-efficiency.
Every once in a while a company comes out with a truly unique innovation that completely takes me by surprise. Gyro is one of those products — the world’s first motion activated power screwdriver. It’s really cool and fun to use. Here’s how it works: the trigger is on the back of it, so when you squeeze the Gyro you engage the power switch. To turn it on, you rotate it to the right. It starts very slowly, and the more you turn, it goes full throttle. To slow it down you simply turn it back towards neutral or center, wherever you started with it. And then to reverse the direction, you simply turn it to the left. Gyro was developed by Black & Decker to give users more control over the application, both in speed and direction. And at a suggested retail price of $39.99, it’s both innovative and inexpensive!
The age-old problem of leaving lights on in empty rooms is solved with the Maestro Occupancy Sensing Switch from Lutron. It can detect motion so that it turns lights on when you enter a room and off when a room is empty. This hands-free technology makes life easier when you’ve got an armful of laundry or groceries, and it’s great for a household with kids who might not always remember to turn off the lights when they leave a room. It’s also convertible to manual on/off vacancy sensors for use in bedrooms and homes with pets. You can install it in 15 minutes or less, and it works with all types of light bulbs, including LED, CFL, tube fluorescent, halogen and incandescent. And by replacing just one standard light switch with a Maestro Occupancy Sensing Switch, you can save up to $25 in energy costs.
This $10 million prize-winning light bulb is an answer to our energy future that’s here today – selected by the U.S. Department of energy as the most energy efficient-alternative to the standard 60-watt incandescent bulb. Philips 10-watt LED bulb lasts 30 times longer – up to 27 years!! – and can save you up to $165 in energy costs over the life of the bulb. Wave goodbye to the hassle of changing bulbs frequently and pat yourself on the back for choosing a bulb that’s smart for the planet AND your wallet. Philips 10-watt LED bulb is fully dimmable and provides soft white light with virtually no UV in the beam, so it won’t fade fabrics. And it’s designed in a traditional bulb shape that will fit right into your existing fixtures.
As a nation, we flush away billions of gallons of water every day. You can be part of the solution by improving a water-wasting toilet in your own home. Fluidmaster’s Duo Flush is an innovative system that converts any toilet into a high-efficiency, water-saving dual flush toilet that saves you money to boot. It provides up to 50% water savings with every flush, and can knock your water bill down by more than $120 a year per toilet. It’s easy to install – takes just 20 minutes – and easy to use: Just lift the handle up for a half flush and push it down for a full flush. You’ll be reducing your annual water usage by more than 15,000 gallons, and the planet will thank you.
Amanda Shih, our pet expert and dog trainer, walker, groomer and boarder created her blog, Doggie Product Review, to provide other dog owners with helpful, easy to understand product reviews. Based in Chicago, she reviews toys, treats, food and general tools. Here is her list of the top Five Most Memorable 2012 Pet Products.
Absolutely New’s Treat Launcher™eliminates getting doggie drool on your hands and makes feeding time fun! Simply pull the trigger and a single piece of food is launched into the air. Not only is this a great way to give your dog exercise, it also feeds your dog at the same time.
The DogGone Smart Pet Bed is the latest high tech product to hit the market for dog beds. The truly amazing water-resistant Dog Gone Smart Pet Bed leaves your dog’s bed clean without compromising on fabric feel or comfort.
Bionic Toss N Tug Toyfloats, flies, and is guaranteed to be chewed and not break or Bionic will give you a new one for free! The demo video for this cool toy shows how it can survive a blender and still look like new.They also have models that can be filled with treats to provide hours of safe fun for your pooch.
Frosty Bowlzhas a freezable insert that will keep your pet’s water ice cold for up to 18 hours! A must for hot summer days.
Pet Paintis just that: safe, non-toxic, and veterinarian approved paint for your dog. The first-of-its-kind, this product is sure to leave a lasting memory when you paint on your team’s colors. Imagine the looks your dog will draw at parades, social events, and parties all painted up and ready to show!
The year 2012 has introduced us to many new pet products. What do you think is the best new product? Which would you be most likely to try? Make sure to check back toward the end of the year, when we will be revealing our Most Memorable New Product Launch survey final results.
No one launches products like Apple, and you can learn a lot from their hugely successful Apple Conference 2012 event. These events have become so iconic, they have truly changed the game when it comes to press conferences.
SA’s EVP Julie Hall and marketing coordinator Noel Fisher discuss how Apple manages to build buzz and gain media attention using the very traditional press conference.
Starbucks has brewed up a new alternative to coffee or sugary energy drinks- Starbucks Refreshers. Made with green coffee extract, can these beverages give consumers the light afternoon buzz they crave? And will they be one of 2012′s Most Memorable New Product Launches?
Barilla, famous for their fresh, frozen and dried pastas, sauces and meals, has launched its first line of microwavable meals. Ready in 60 seconds, 320 calories each and 5 great flavors to choose from- will this pronto pasta be perfecto for Barilla?
New Product Launches at the National Hardware Show in Las Vegas
MMNPL Reporter and VP of Schneider Associates’ Home Products Practice Ashley DePaolo traveled to the National Hardware Show in Las Vegas earlier this month and got the scoop from exhibitors about new product introductions on display at the show. Ashley recorded video interviews with representatives from stalwarts like 3M, Ingersoll-Rand, Duck Tape, EZ Lawn and Garden and the Money Pit team, as well as brands like PIC Pest Free Living, Mr. Longarm, Lead Check, Command Brand, iTouchless and Xodus Innovations. Check out this mashup-style intro to all the fun, festivities and fantastic new products at the 2012 National Hardware Show.
A product launch that we are watching for possible inclusion in the 2012 MMNPL is the newest body spray from Axe.
Axe, the body spray and grooming brand by Unilever, famous for its ads that turn average young men into heroic “girl-magnets,” recently launched the newest addition to its line of body sprays: Anarchy, a scent marketed towards men andwomen.
The campaign, by Bartle Bogle Hegarty, focuses on the idea of chaos and commotion, using dramatic online and print advertisements to stir up attention. The online promotion kicked-off with a teaser commercial, also seen in movie theaters, which featured the “Anarchy” concept without revealing the new product for women.
Social media, specifically the Axe Facebook page, played a key role in unleashing the “anarchist” scent. Up until the launch, Facebook users were greeted with a countdown to the fragrance release using the text “Anarchy is coming.” Free samples were distributed before the product hit stores for Facebook users who answered all of the questions correctly on an Axe quiz.
Axe also launched an original graphic novel in partnership with Aspen Comics, appropriately titled “Anarchy,” via YouTube and Facebook. The graphic novel, “Anarchy Girl,.” Was created with fan feedback in real time, with Axe consumers voting on the comic’s plotline, characters and other aspects online through Axe’s social media channels. Some lucky fans also had comic versions of themselves featured in the novel after “liking” specific Axe Facebook posts or contributing their ideas.
To elaborate on their “Are you ready for unexpected attraction at every turn?” marketing campaign, Axe produced their usual suggestive commercial: a female police officer chasing a male robber through the city, only to meet with an incredible force of attraction at the end of the ad.
A limited edition release, the question is will the body spray make women forgo their normal stand-by and make Axe Anarchy body spray their new choice? Barret Roberts, Senior Brand Manager at Axe, told the New York Times, “We’ve been hearing for some time that females have been asking for and looking for their very own scent of Axe.”
At SA, we believe this is not anarchy, just smart marketing.
Schneider Associates (SA) is a full service public relations firm that specializes in Launch Public Relations®. SA launches products, services, companies, and communities for clients ranging from entrepreneurial firms to the nation's largest corporations. CLICK HERE TO LEARN MORE
Sentient Decision Science
Sentient Decision Science was created to bring the visionary advances from the behavioral sciences to the business community in a practical and accessible format in order to move global business forward. Sentient's mission is to become the most sought after resource for behavioral insight by providing unrivaled business advantage to their clients and advancing human knowledge on the drivers of behavior.CLICK HERE TO LEARN MORE
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