Launch PR - Powered by Schneider Associates

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

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.

 

Join us tomorrow for the 2012 Most Memorable New Product Launch Webinar!

 

Register FREE ($60 value) with shareable code: 2012TopTen 

It's never been more difficult to launch a new product. Consumers are more fragmented than ever.  With 40,000 products launched each year, how can marketers make sure their launch will stand out?Join us in this Google+ Hangout with brand experts from the 11^th Annual Most Memorable New Product Launches who will share how they leveraged earned, owned and paid media spend to create a launch that captivated consumers and led to incredible sales. Launch Expert and Author, Julie Hall, Behavioral Research Expert Aaron Reid, and moderator the Founder of The CMO Club Pete Krainik and brand representatives from Taco Bell, Pepsi, and McDonald's will talk about the 2012 Most memorable new Product Launch findings, like:

• How "Men Are The New Women' on Madison Avenue
• Why "Made in the USA" is more important than ever
• How social media may not be considered "earned media" anymore
• Don't launch your new product in an election year, and
• A look back on the best launches of the past decade what marketers can learn from them

USA Today Announces the Top Five Most Memorable New Products of 2012

 

Yesterday, USA Today featured the results of the 2012 Most Memorable New Product Launch (MMNPL) survey in a snapshot on the front page of the Money section. The snapshot announced the top five most memorable new products of 2012 according to our  survey. Amazon's Kindle Fire topped the list with a surprising 30% of respondents remembering the product launch, even though it had been almost a year since the Kindle Fire first hit the market. Taco Bell's comeback was solidified by the Doritos Locos Taco coming in at the number two spot, followed by Tide Pods, a launch whose huge marketing budget clearly made and impression on consumers. Pepsi Next, the reduced calorie soda, and the Samsung Galaxy Note smartphone rounded out the top five, showing that soda can still compete with big tech products when it comes to making a connection with consumers. Stay tuned for the release of the full results of the 2012 MMNPL survey, including key consumer purchasing behavior insights.

MMNPL Top 5 Picks from Tom Kraeutler, Host of The Money Pit Home Improvement Radio Show

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 Tom's selections for the Most Memorable New Home Product Launches of 2012:

Andersen 400 Series Tilt-Wash Double-Hung Insert Window

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.

Black & Decker Gyro

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!

Lutron Maestro Occupancy Sensing Switch

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.

 

Philips L Prize-Winning 10 Watt LED Bulb

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.

Fluidmaster Duo Flush System

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.

Launch Talk: What You Can Learn from the iPhone 5 Launch

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.

.

Launch of the Week: Nestle Crunch Girl Scout Candy Bars

The first episode of our new "Launch of the Week" video series where we take a look at interesting product launches and what we can learn from them.

 

What’s next for food marketers? More Migration Marketing.

What’s next for food marketers? More Migration Marketing.

Foodpreneur Dom Celentano interviews product launch expert Julie Hall about a continuing trend of migration marketing, where food brands and manufacturers create products for new consumer audiences and retail channels. Recent examples highlighted include QSR chains like IHOP and Olive Garden creating supermarket grocery products. The article discusses how for food marketers, brand and product positioning is essential.

Read more about the Migration Marketing trend.

Launch Expert Julie Hall Adds 5th “P” – Participation – to the Classic 4 P’s of Marketing

The Holmes Report featured an op-ed by Schneider Associates’ EVP and Launch Expert Julie Hall about how social media is changing the way we launch new products. 

Hall and Schneider Associates introduced the Most Memorable New Product Launch (MMNPL) Survey in 2002, and since then, the poll has surveyed thousands of consumers about the most memorable product launches each year, analyzed media consumption and purchasing habits, and predicted trends based on the results. 

Hall highlighted one significant change in this year’s MMNPL findings: “Facebook was nowhere near the top 10 sources of information about new products – and in the span of one year, it became the third most used source of information on new product launches, jumping from 17% to 40%. And this is just Facebook.”

Based on this and other findings, Hall coined the fifth P in the product marketer’s arsenal – Participation (the original four: product, price, promotion and place). Hall insists that consumers can be engaged by “Relationship Marketing,” which allows them to interact more closely with brands and products they love. Going forward, campaigns must consist of a blend of participatory marketing through various sources of old and new, traditional and social media marketing techniques in order to succeed.

Read the full article here.

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

Axe Introduces New Fragrance for Women

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 and women.

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.

 

10 Consumer Behavior Trends from the Most Memorable New Product Launch Survey

Check out our video highlighting 10 Consumer Behavior Trends from the Most Memorable New Product Launch Survey.