A. Simon Harrop writes:
Product launches go wrong for a number of reasons. The most likely explanation is that the research that led to the product’s design and development is fundamentally flawed. Think about how many times marketers have scratched their heads when a product fails only to state that “the research backed us up”. The reason for this anomaly is that researchers are very good at finding out what people think they should say when taking part in a questionnaire, but not so good at finding out what people really think.
So the first lesson when developing a new product is to use broader research techniques and recognise that research can only reveal so much. Henry Ford famously stated that research revealed that people wanted a faster horse rather than a car.
Product developers should take note that new data reveals that products or services that stimulate the greatest number of senses (touch, sight, sound, smell and taste) are more likely to appeal. So, in the case of an email marketing system, this needs careful consideration as the product itself is very ‘one dimensional’. However, it is possible to integrate a multi-sensory approach in the product’s packaging, support, promotion and marketing.
Which brings us to the final reason for products failing: because their launches are badly handled. Those that tend to succeed integrate many marketing disciplines, such as PR, advertising, email marketing, direct mail and sales promotions, and use marketing techniques that are multi-sensory.
It’s often the collective impact of this integrated multi-sensory marketing that is sufficient to break through the racket of general marketplace ‘noise’ and reach the target audience. But it’s often hard to isolate exactly what ‘bit’ of the marketing mix has been successful. You may have heard the saying ‘50% of my marketing works, but I don’t know which 50%!’ So, even though you are in the business of helping other companies to market themselves via email, I would suggest looking to a broader marketing mix in order to give your new product the maximum opportunity to launch successfully.
Simon Harrop is managing director of sensory marketing agency Brand Sense, which has helped Royal Mail, Unilever and British Airways engage with consumers.
www.brandsenseagency.com