Launch New Product
New product launches are almost always high-stakes events for marketers. Learn how to reach the right customer with the right message about your new product through our case studies, videos, infographics, and research presented here.
Studies
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Value of Search for Wireless Product Launches
Online searches are key to pre-purchase research when it comes to buying a mobile phone. Our Google/Compete study found:
- 62% of consumers who searched for a newly launched device purchased a phone
- Search directly drove 25% of all online ...
Preview the Study Download: PDF , PPT
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Value of Search for CPG New Product Launches
How do you maximize the impact of a new CPG product launch? A Compete study found:
- As consumers become aware of products post launch, rely on search engines to help them find new product pages
- 1 in 3 searchers discovered ...
Preview the Study Download: PDF , PPT
Videos
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Launches & Premieres
Interview
Launches & Premieres
Bill Ogle, CMO of Motorola Mobility, explains that because the life cycle of a phone is becoming shorter, new phone launches must be like movie premieres. Launches must create massive awareness quickly.
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Importance of Media
Case Study
Importance of Media
Shruti Joshi, Executive Director of Consumer Marketing at Verizon Communications, talks about the importance of media in delivering messages. Joshi discusses an upcoming launch, and how Verizon will use media 1) to educate the public in explaining new multi-screen offerings ...
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Know the Job
Interview
Know the Job
Tony Ulwick, Founder and CEO of Strategyn, says don't ask your customer what product they want - ask what job they are trying to get done. Know what criteria your customer is using to measure success before you develop a ...
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Gluten-Free Baking
Case Study
Gluten-Free Baking
Jodi Benson, New Business Development Director for General Mills, describes developing a new line of Betty Crocker bake mixes by reaching out to online communities interested in gluten-free baking.
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Speed To Shelf
Interview
Speed To Shelf
Joe Crafton, President of Crossmark Agency, points out that suppliers are paying for speed-to-shelf initiatives to get new products on the shelf within three days of breaking the advertising. Retailers no longer tolerate a slow build to distribution. Marketing is ...
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Brand Differentiation: Pepsi vs. Coke
Interview
Brand Differentiation: Pepsi vs. Coke
Gary Reisman, Co-Founder of New Media Metrics and Board Member of the Future of Advertising Project with Wharton, talks about how differentiation means meeting the needs of a segment in a unique way. Reisman uses Pepsi and Coke to illustrate ...