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.
In an interview, Kevin Kells, Industry Director, Home & Personal Care at Google, discusses how brand marketers can and should use digital for product launch.
In an interview, Kevin Kells, Industry Director, Home & Personal Care at Google, describe the evolution he's seen customers go through with digital.
In an interview, Kevin Kells, Industry Director, Home & Personal Care at Google, talks about the importance of sparking interest and driving intent with digital for product launches.
With help from a high-performing campaign on the Google Display Network, Groupon expanded from being in one city to 43 countries in less than 3 years.
Discovery Channel's innovative display ad campaign attracted millions of viewers for the River Monsters premiere.
The Google Display Network helps Airbnb grow from 1 to 80,000 worldwide rental accommodations.
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.
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 of Fios, and 2) use online media to give customers an experiential taste of what the new technologies can do.
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 new product, then fine tune the product through user feedback.
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.
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 about getting your product in front of the right people at the right time, and speed-to-shelf exemplifies speed in marketing.
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 how differentiation is not necessarily about the product, but also about the brand.