“Innovating on established brands that are already trusted by consumers can be a powerful strategy,” said Rob Wengel, Senior Vice President, Nielsen Innovation Analytics. “Companies spend millions of dollars on new product innovation, yet two out of every three new products will not be on the market within three years. Marketers and retailers can deliver successful new products by ensuring they uncover unmet consumer needs, communicate with clarity, deliver distinct product innovations, and execute an optimal marketing strategy.”
Half (50%) of global respondents say they are generally willing to consider a new product purchase, with respondents in North America and the Middle East/Africa (57%) most enthusiastic about making a switch. Nielsen’s survey shows that value and proof-of-concept make a difference: more than two-thirds (64%) of respondents say they would consider value or store-brand options, and two-thirds (60%) will wait until a new innovation has proven itself before making a purchase.
“Consumers are enthusiastic about adopting new product innovations but somewhat apprehensive about embracing new brands,” said Wengel. “In order for consumers to adopt new brands, marketers need to launch very strong awareness and trial-building campaigns, supported by a positive product experience. Generating positive word-of-mouth endorsements are important, because negative experiences can significantly diminish the likelihood of new product success.”
While there is no one-size-fits-all approach to developing a compelling new item, brand familiarity is clearly one of several key characteristics that resonate strongly with consumers so that products are easily recognizable on the shelf.
Your brand is your most valuable asset, so it’s important to be aware of how it is represented in the media and ensure a strategic, unified presentation throughout all channels. Engagement truly is king, especially among collaborative marketing teams where traditional communication lines have clearly blurred.
Syncing your social media channels.
While it might be a timesaver, each platform has a different audience and therefore the messaging should be tailored differently.
Not interacting with your followers.
Social media is the new customer service. As your online presence grows, expect to receive feedback, comments and even complaints from your fans — and always respond promptly.
Sending Auto Direct Message’s to your Twitter followers.
In his article, Augie Ray explains that not only do people dislike Auto DMs, they think less of those who send them and are quite likely to unfollow the senders or even report them as spam.
- Whether you are working with commissioned or stock photography, all images should be consistent in terms of lighting, mood, and overall presentation.
- All photography needs to support the brand positioning and copy.
- Be consistent with the lighting, angles, and reflections of product photography.
- Select a color palette that works for all of your online needs and don’t deviate from it.
- Identify type specs, establish hierarchy rules, and apply them to copy accordingly.
- Establish a smart balance of text and graphic text in order to create a presentation that’s both branded and SEO-friendly.
- Don’t overuse your brand identity typeface.
- Don’t overuse branding and/or graphic elements.
What happens to food courts, amusement parks, and Olympic venues when they are outdated and overgrown? Should they be revitalized or demolished?
According to the website, the park, originally called Kulturpark Planterwald — built in 1969 by the German Democratic Republic — was a rare site for Soviet amusement and attraction. After the fall of the wall in 1989, the park became the family-owned Spreepark and suffered challenges of access, attendance, and economy. In 2001, the park closed from capital collapse. Ever since, visitors have regularly traversed the fence to explore this jungle of broken thrill machines.
Here's a new spin on mini-momentum: “The smallest store in the world” by Swedish housewares retailer IKEA.
Blending smart commerce, augmented reality (AR), and digital merchandising within a 300 X 250 (10.5cm x 8.8cm) web banner, the eCommerce store makes the most of space while representing the entire IKEA assortment. The video below explains the concept.
“With city populations on the rise, living spaces have become increasingly limited,” the company explains. “IKEA believes that no matter how cramped your space, there’s always a solution.” To demonstrate that belief, the company — generally known for its oversized retail spaces — has packed a full store with 2,800 products into the space of a small web banner. Shoppers who visit the diminutive store by hovering their mouse over it can then browse by department, choose what they want, and buy it online. “We targeted people looking for studio flats as well as one/two bedroom apartments by placing our tiny stores in the real estate section of community websites,” IKEA notes.
While this is certainly not the most practical way of browsing, we love how the messaging plays on brand-centric ideals which are meant to shift consumers perceptions away from from a mega-store mentality to an omni-channel experience.
Unlike a virtual retail installations, the IKEA "smallest store in the world" symbolizes thoughtful consumption while decreasing workload and span of design within the online and offline worlds.
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