6 Key Learnings from the 2012 Most Memorable New Product Launch Survey

March 7, 2013

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.

In a world full of cords, Powermat offers space age freedom

April 13, 2010

Having more than one technology device means living in a world full of chargers and cords. Now, imagine a device that eliminates cord-dependency. That’s exactly what Powermat is – a wireless charging system that p0wers up three devices simultaneously, mess free. The Powermat sets itself apart with its slick design and adaptability to charge a diverse range of devices, like the iPhone, Blackberry and the Nintendo DS, to name a few. The launch story for this revolutionary product, which began in October, 2009, is clearly aimed at early adopters.

In the fall, Powermat launched an integrated marketing campaign incorporating television, radio, internet, out-of-home and social media around the slogan: “Lose the cords”.  Their television and radio commercial campaign named “What the bleep?” used humor to demonstrate the product benefits.  The spots portrayed astounded consumers who were unable to contain their amazement about the new product, by blurting out remarks that had to be “bleeped” by censors. On the internet, Powermat advertised heavily on technology Web sites such as Gizmodo, and even placed out-of-home ads on automatic doors in major airports to reach business travelers.  Lastly, Powermat used social media including Twitter, Facebook and Youtube.  Within these platforms, they showcased their ads and presented contests like “What the Bleep?” (where consumers submitted their ‘what the bleep’ moments for judging) and the Powermat slogan contest (where consumers submitted slogan ideas).

Since the launch in October, Powermat was named to TIME’s Top 20 Tech Buyers Guide 2009. Selling at $99.99, plus $40 per receiver, this product is an expensive commitment to convenience; but nevertheless sold more than 750,000 devices by the beginning of January 2010.  What will Powermat do next? How about furniture that charges? This innovative and unique furniture product should be on sale soon if Powermat meets its projections.  We’re interested to see the wide range of applications for this groundbreaking product – we’re also interested to see how long it takes to gain mass adoption. Could a cordless Star Trek world arrive at light speed?

If you would like help planning your next launch, contact us at launch@schneiderpr.com or on Twitter @SchneiderPR.

Picture courtesy of http://www.powermat.com/us/mats/home-and-office-mat.html#

Sweet Sayings Drove Valentine’s Spending

February 26, 2010

Manufacturers focus on positioning products for the big back-to-school and holiday seasons, but those who are plugged in understand that Valentine’s Day ranks third in consumer spending. In 2010, the National Retail Foundation predicted a four percent decline in Valentine’s Day spending from 2009 to $14.1 billion (anecdotal reports from retailers show that Valentine’s Day spending did indeed decrease for the second straight year). But not all of that purchasing power was tied to gestures of romantic love. Christina Cheddar Berk, news editor for CNBC, reported that couples intended to spend less on each other, but more on friends, co-workers and pets this year.

“The economy… forced consumers to rethink their gift giving practices,” said Phil Rist, executive vice president of Strategic Initiatives at BigResearch, the firm that conducted the survey for the NRF. Rist accurately predicted that “Personal and unique gifts will speak volumes this Valentine’s Day as consumers dig deep into their hearts and not their wallets.” What does this all mean? Marketers who saw success this Valentine’s Day were the ones who positioned their products in a relevant and meaningful way.

One great example comes from our client, New England Confectionery Company, which has churned out billions of tiny candy hearts for more than 163 Valentine’s Days. This year, they dazzled consumers with all new flavors and brand new sayings that were dreamed up by Americans and submitted in an online contest. The top two phrases demonstrated America’s obsession with social networking and technology – Tweet Me and Text Me. Rounding out the Top 10 were a mix of classics and refreshed favorites.

To give consumers more ways to engage with the brand, Sweethearts created a Twitter application that allowed users to send a virtual box of hearts with personalized messages via email or Twitter.

The public relations campaign for the product garnered a significant amount of media impressions during the week leading up to and including Valentine’s Day, with notable hits on The Early Show, The Today Show, CBS Sunday Morning and NPR.

What type of launch campaign will you conduct to get your product on the lips of lovers next Valentine’s Day?

“The Dough Was like Cardboard” – Dominos uses Twitter to Jump Start a New Pizza and Ad Campaign

January 25, 2010

Using an innovative strategy of complete transparency, Dominos launched their new pizza recipe to demonstrate their honesty about the shortcomings of their core product and attempting to emerge victoriously. Facing criticism head-on, Domino’s pizza reinvented their traditional recipe in response to focus groups and negative Twitter comments.  Domino’s developed a new advertising campaign to kick off their improved pizza which included a microsite with a live Twitter feed, a video documentary and a Twitter hash tag, #newpizza. “The old days of trying to spin things simply doesn’t work anymore,” said president Patrick Doyle, who will become CEO in March, during an Associated Press interview. “Great brands going forward are going to have a level of honesty and transparency that hasn’t been seen before.”

Despite the fact that Dominos did not turn to consumers in their test kitchens, they are tempting pizza lovers to try the revamped pizza, offering 2-medium, 2-topping pizzas for $5.99 each. Twitter feedback over the new recipe is mixed ranging from positive and negative tweets to confused and curious tweets (one blogger, Rebecca Kelley called Dominoes out for censoring negative feedback on the Twitter feed, but it seems they have since changed tactics and allowed it). We wonder: will Dominos be able to keep up the social media hype surrounding its new recipe? How long will they keep up the transparency campaign? Will the new taste alienate core customers? And to top it off, will the million dollar pizza makeover be a marketing success?