Top 10 Memorable Product Launches of 2010 Survey
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Top 10 Memorable Product Launches of 2010 Survey
- 3. The Survey Partners Hashtag on Twitter: #MMNPL
- 5. MMNPL Media Coverage Hashtag on Twitter: #MMNPL
- 6. Why Study Launch? Hashtag on Twitter: #MMNPL
- 7. UPC Competition has accelerated SOURCE: IRI New CPG UPCs Introduced per Year (in thousands) Hashtag on Twitter: #MMNPL
- 8. New CPG brand introductions have leveled off SOURCE: IRI New Product Pacesetters Reports # of New CPG Brands Introduced per Year Hashtag on Twitter: #MMNPL
- 11. Consumers Can’t Remember But Apple helps to improve consumer recall 45 % Almost half (45% percent) of consumers could not recall a single new product launch from 2010 . While recall is still low, it was a dramatic improvement over 2008 (69%) and 2009 (51%). Hashtag on Twitter: #MMNPL Apple Effect: The “Apple Effect” came back to prominence as 25% named a new product launch from the list of the top 50, up from 7% in 2009. This level of unaided recall had not been matched since Apple iPhone took the top spot in 2007.
- 12. Unaided: Consumers who could not recall any new product launch 69% * 41% 35% 51% 45% * Election Year Based on year-over-year statistics from the MMNPL survey Q: Please name up to five new products you can recall being introduced in the past twelve months?
- 13. Unaided: Lack of New Product Recall for Top 50 Products 70% 75% 96% 81% 57% 56% 50% 33% 93% 75% * * The “Apple Effect” (iPhone in ‘07 and iPad in ‘10). 2010 percentage would be 93.9% with iPad responses added. Based on year-over-year statistics from the MMNPL survey Q: Please name up to five new products you can recall being introduced in the past twelve months? 77% *
- 14. 2010 - Top 10 New Product Launches
- 15. KFC Double Down 10 Hashtag on Twitter: #MMNPL
- 16. Kleenex Hand Towels 10 Hashtag on Twitter: #MMNPL
- 17. Huggies Jean Diapers 9 Hashtag on Twitter: #MMNPL
- 18. Samsung 3D TV 8 Hashtag on Twitter: #MMNPL
- 19. Starbucks Instant Coffee 7 Hashtag on Twitter: #MMNPL
- 20. iPod Nano 6 Hashtag on Twitter: #MMNPL
- 21. McDonald’s Smoothies 5 Hashtag on Twitter: #MMNPL
- 22. Motorola Droid 4 Hashtag on Twitter: #MMNPL
- 23. Pretzel M&M’s 3 Hashtag on Twitter: #MMNPL
- 25. Windows 7 2 Hashtag on Twitter: #MMNPL
- 27. Apple iPad 1 Hashtag on Twitter: #MMNPL
- 30. Most Memorable New Product Launches of 2010 Hashtag on Twitter: #MMNPL Total 1) Apple iPad 42% 2) Windows 7 34% 3) Pretzel M&Ms 27% 4) Droid (Motorola) 22% 5) McDonald's Smoothies 17% 6) New iPod Nano 11% 7) Starbucks VIA Instant coffee 11% 8) Samsung 3D TV 8% 9) Huggies Jeans Diapers 8% 10) Kleenex Hand Towels (tied for 10 th ) 7% 10) KFC Double Down Sandwich (tied for 10 th ) 7%
- 31. Apple Outshines Microsoft and Tech Takes Over Tech Takes Over: The Apple iPad and Windows 7 claim the top two spots, a rematch similar to 2007. Motorola Droid (#4), Apple IPod Nano (#6) and Samsung 3D-TV (#8) helped make technology top of mind for consumers in 2010. Hashtag on Twitter: #MMNPL
- 32. Americans Take Quick- Cost Breaks Quick-cost Breaks: Consumers indulged in quick, cost effective breaks, naming Pretzel M&M’s the 3 rd most memorable new product launch. McDonald’s Smoothies (#5) & Starbucks Via Instant Coffee (#7) also made the top ten. Hashtag on Twitter: #MMNPL
- 33. iPad dominates the emotional excitement index
- 34. Windows wins the subconscious self-identity connection war Hashtag on Twitter: #MMNPL
- 35. What We Learned
- 36. Fast Food Remains Hot Four QSR Launches Generated Awareness: McDonald’s Smoothies (70.5%), the KFC Double Down Sandwich (46.4%), Taco Bell’s Cantina Tacos (21.3%), and Domino’s Turnaround Pizza (9.5%). Hashtag on Twitter: #MMNPL
- 37. Smoothies Get Slurped Up Irresistible McDonald’s Smoothies: Even though McDonald’s curtailed a national sampling day due to supply, it didn’t stop consumers from trying the product. Out of the 70.5% aware of it, nearly half (42.6%) went on to try the product. McDonald’s Chef Dan Coudreat mixes a smoothie Hashtag on Twitter: #MMNPL
- 38. Salt is the New Fat Don’t pass the salt: Low salt content (44%) showed a significant spike in influence, with a 10% increase from 2009. Hashtag on Twitter: #MMNPL
- 39. Q20: How influential were the following in your decision to buy a new product? New Product Attribute Influence in 2010 Hashtag on Twitter: #MMNPL Top 2 box Influential (2010) Top 2 box Influential (2009) Top 2 box Influential (2008) Trusted brand name 64.6% 70.3% 70% Made in the USA 57.0% 50.3% 48% No Trans fats 53.8% 54.2% 50% Contains natural ingredients 48.9% N/A N/A Contains whole grains 48.9% N/A N/A Made locally 47.0% 45.5% 44% Reduced fat or “low fat” 45.7% N/A N/A Reduced calories or “low calories” 44.5% N/A N/A Low salt content 44.0% 34.2% N/A Functional benefits 41.9% 38.3% 48%
- 40. Consumer Technology Media Multitasking Nation: 65% of consumers are online and watching television at the same time at least somewhat often . 82% report watching some type of content online. Photo courtesy of blog.nytimes.com Hashtag on Twitter: #MMNPL
- 41. Consumers Seek More Product Info More Media Please: Our research shows consumers on average look for 5.62 sources of information about new products. This was up from 4.89 sources in 2009. Additionally, 18-34 year old consumers seek out 6.56 sources. Hashtag on Twitter: #MMNPL
- 42. Savvy Seniors Seek One Additional Source in 2010 Seniors Seek New Media Sources: Senior citizens or those 65+ years-old sought out 4.83 media sources for new product information, up one media source (3.74) from 2009. Hashtag on Twitter: #MMNPL
- 43. Number of Sources for New Products in 2010 Q: Please select all the ways by which you learned about a new product in the past 12 months? * Sample size for 18-24 year-olds in 2009 was too small. Hashtag on Twitter: #MMNPL Total Male Female 18-24 25-34 35-44 45-54 55-64 65+ 2010 Average number of media sources 5.62 5.78 5.51 6.89 6.43 6.00 5.00 4.99 4.83 2009 Average number of media sources 4.89 5.06 5.05 4.00* 6.06 5.01 4.28 4.82 3.74
- 44. Brands We Trust Trusted Brands are Influential: While a trusted brand name is still the most influential new product attribute in 2010 (65%), it is not as influential as it was in 2009 (70%) and 2008 (70%). B Hashtag on Twitter: #MMNPL
- 45. Who Doesn’t Like A Free Sample and couponing makes a comeback Couponing Makes a Comeback: Coupons spurred consumer purchasing in 2010. The influence of receiving a coupon increased by 10 points over 2009, going from 72% to 82%. Hashtag on Twitter: #MMNPL Trial, discounts & recommendations spur consumer purchase: Free samples (86%), receiving a coupon (82%) & recommendations (82%) are the most influential sources of information.
- 46. Samples, Coupons, WOM and PR Influence Purchase Triggers for Purchase: Paid media (advertising) did not show up in the top 10 most influential sources of information. Free samples (86%), receiving a coupon (82%), recommendations (82%) and an array of public relations tactics topped the list. Hashtag on Twitter: #MMNPL
- 47. Consumers Subconsciously Respond More Strongly to Earned/PR/Other Marketing Get More Positive Bang for Your Buck: If you don’t have the money for a fully integrated campaign, the best marketing mix for positive product associations is Earned/PR and Other Marketing (Coupons/Sampling). Hashtag on Twitter: #MMNPL
- 48. Ads are the Most Sourced Media but… TV Commercials Are Still The #1 Source: For new product information, television commercials reign king by a large margin over in-store displays/signage and articles in a magazine or newspaper – other top sources. Hashtag on Twitter: #MMNPL
- 49. Social Media & Media Usage
- 50. Social Media Gains Influence Early adopters adopt social media Social Media on the Rise: 24% of respondents said that they use social media (Facebook, Twitter, MySpace, blogs, forums, videos, podcasts) to learn about new products, a significant increase from 2009. (1) Photo courtesy of memeburn.com Hashtag on Twitter: #MMNPL
- 51. Social Media Gains Influence Early adopters adopt social media Social Media Users = Tech Early Adopters: A relatively high percentage of social media users are also early adopters of technology products (29%). (2) Hashtag on Twitter: #MMNPL
- 55. 2011 Launches to Watch Hashtag on Twitter: #MMNPL
- 56. Q & A
Notes de l'éditeur
- HOST/ED Serves as early indicator of market trends: Increasing importance of word of mouth and product sampling Rising number of information sources used by consumers Focus on locally grown foods/country of origin Desire for whole grains, low salt, no trans fats or reduced high fructose corn syrup Increase in digital integration of campaigns Fragmentation of media Rising number of information sources used by consumers
- HOST/ED Show slide at first mention of partners, then show website for each as they are described. Schneider Associates is a full-service public relations and integrated marketing communications agency that successfully launches and sustains visibility for new products, services, companies and communities. The agency specializes in Launch Public Relations ® , a proprietary method of launching new products and revitalizing icon products to build and sustain awareness, excitement, and sales. Schneider Associates represents a wide range of clients in professional services, food and retail, consumer technology and medical devices, home products, public affairs, and creative services. Sentient Decision Science , is a full service market research and consulting firm that was founded in 2007 by Aaron Reid, Ph.D. in response to a need for more advanced, practical and precise research methods in the market research industry. Sentient’s business is based on a fundamental passion for behavioral insight. The prediction of behavior is of critical importance to the business community whose success and failure is dependent on knowing what people want, when they want it and why. Sentient’s clients include enterprise businesses, advertising agencies, communications firms, and other research firms. The SymphonyIRI Group helps the world’s leading CPG, retail and healthcare companies transform insight into impact through innovative solutions and services at every level of their organization across sales, marketing, merchandising, category and brand management and shopper marketing to achieve high performance and growth. The SymphonyIRI Group is driving the transformation of the consumer packaged goods (CPG), retail, and healthcare industries.
- AARON/JULIE Criteria: What Makes a Most Memorable New Product Launch? Product must satisfy three of the following criteria: 1. Launched between October 2009 and September 2010 2. Has national distribution 3. Employed an Integrated Marketing Campaign 4. Had substantial media budget 5. Exhibited product innovation 6. Experienced early sales 7. Created word of mouth/buzz 8. Addressed a need in the marketplace 9. Created a new category 10. Fit into a current trend Expert Panelists: CONSUMER PACKAGED GOODS Pauline Hammerbeck Editor in Chief, Brand Packaging Lynn Dornblaser Director, CPG Trend Insight, Mintel Research Consultancy AUTOMOTIVE Wayne Cunningham Senior Editor, CNET’s Car Tech channel TECHNOLOGY Ross Rubin Consumer Electronics Columnist, Engadget FOOD and BEVERAGE (Consumer Packaged Goods) Char Partelow Senior Vice President, SymphonyIRI Group Deborah Cassell Former Executive Editor, Candy Industry Magazine Lynn Dornblaser Director, CPG Trend Insight, Mintel Research Consultancy MOMMY BLOGS Piera Jolly Editor-in-Chief and Founder, www.JollyMom.com FOOD and BEVERAGE (Quick Service Restaurants) Elissa Elan Served as East Coast Bureau Chief for Nation’s Restaurant News TOYS Dan Curto Reviews Editor, Rebelscum.com and CoolToyReview.com
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- JULIE Understudied area – Dr. Cooper’s Stage Gate included manufacturing and launch together in one gate Annual MMNPL Survey studies the product launches that captured consumer mindshare – quantitative way of identifying the most effective consumer product launches Also studies the marketing strategies and tactics that made these product launches successful Studies emerging trends affecting consumer purchasing
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- AARON *93.9% when iPad response is excluded
- JULIE/AARON Commercial: http://www.youtube.com/watch?v=tMVE2MaLe8I Contributed to 5% of KFC’s sales Sold 10 million in first 6 weeks Social media KFC was able to create enough spin and Internet buzz to get everyone talking about KFC without them really having to spend a whole lot of money Free publicity through highly entertaining fan made twitter and facebook pages. Tons of people are talking about the Double Down on social media still. Virtually no negative feedback on either Twitter or Facebook by fans People posted videos of themselves eating the sandwich on sites like YouTube, and celebrities like Stephen Colbert gobbled it up. Logo advertised on the “buns” of female college students handing out coupons on college campuses Paid undergrads $500 to wear sweats and hand out $5 coupons National organization for women thought it was sexist, only giving double down more publicity The Physicians Committee for Responsible Medicine , a pro-vegetarian group, made the Double Down sound almost dangerous when it asked KFC to avoid marketing the sandwich to children and to keep ads for the sandwich from within 500 yards of schools. Most likely gave KFC more business because it intrigued people. Significant negative buzz on blogs and in articles about the nutritional value of the item. It sparked controversy, likely aiding its sales.
- JULIE/AARON Commercial: http://www.youtube.com/watch?v=y8krUxWGnYo&feature=related Launched March, 2010 to “fit an unmet need” Slogan: “your hands are only as clean as the towel used to dry them” Commercials focused on exposing regular hand towels as filthy and the Kleenex Hand Towel as a huge relief for germ conscious people. Also focused on how stylish the towels are and how well they fit into your decorating. The commercials make reusable towels look disgusting by showing everything they can go through in a day, including being manhandled by a dog. Created “ Drying Song ,” a song for kids that lasts as long as they should wash their hands. The lyrics and song were downloadable on their website and bloggers encouraged consumers to share their thoughts about it on Twitter (#kleenexsong) or create a YouTube video with the song. Targeted busy, health-conscious moms with marketing of the hand towels by stressing the dirtiness of regular towels and the stylish nature of the packaging. Debuted on the QVC shopping channel in January, where Kimberley Clark sold approximately 3,000 cases of Kleenex Hand Towels during the first seven minutes on-air. Social Media K-C conducted outreach to bloggers, which resulted in a lot of buzz, particularly on mom blogs. Posts on mom blogs were more positive, while green blogs were understandably negative. No accounts specifically for hand towels Many posts on Kleenex Facebook are about hand towels, including many comments by fans about how terrible the towels are, to which Kleenex is very good at responding. Stress the fact that towels are clean and go well with décor. Buzz on Twitter mostly negative because the towel is not environmentally friendly. Kimberley Clark worked with the Center for Disease Control throughout the launch to stress the “dangers” of drying hands with a reusable towel. Significant backlash against product. Not environmentally friendly because single use. Not necessary because germs aren’t spread that easy, some say. Some say the box is ugly and they shouldn’t market it as flowing seamlessly with your décor. Many argue this is a case of lack of corporate social responsibility
- JULIE/AARON Commercial: http://www.youtube.com/watch?v=TSX-mwWcPI4&feature=related Utilized the same tactics as a fashion brand Huggies is incorporating a mix of marketing elements that include fashion shows, celebrity partnerships, social media, public relations, digital and e-commerce partnerships, TV, mall and Internet advertising, as well as highly visible and unique in-store displays and cross promotions Popular commercials and print campaigns portrayed a baby as a model. Launch event in NYC on May 20 th babies modeling hosted by celeb and mom Rebecca Romijn Invited bloggers and their children to attend the event and take part in it. Led to many blog posts about the event and the product. Used celebrities like Kendra Wilkinson and Carnie Wilson to promote product on Facebook. Social media Most of the buzz on twitter is people thinking jean diapers are weird or silly, or commenting on the commercial, which most people love. Diaper event at select Toys R Us stores Promoted through Huggies Facebook as a Facebook event June 12 from 12pm to 3pm to celebrate the new diapers. Special giveaways, coupons, and more. Huggies Jean Diapers came to the US in 2010 after international success over the past few years first launched in Israel in 2007 Have been a success in more than 20 countries around the world including Russia, South Korea, Mexico, Singapore and many more. Huggies tagline: "The coolest you'll look pooping your pants." More toned down version for some networks: “When you gotta go, go in style.” Were only available for a limited time, so Huggies focused on getting the word out through mommy bloggers and Facebook pages for in-store events.
- JULIE/AARON Samsung Amsterdam 3D video: http://www.youtube.com/watch?v=cYbVLQvWWcU Samsung Buenos Aires 3D commercial: http://www.youtube.com/watch?v=kGkPDXB4na0 Celebrated worldwide availability with launch party in Times Square, NYC March 10, 2010 Performance by Black Eyed Peas Samsung also announced footage from The Black Eyed Peas hugely popular The E.N.D. World Tour would be exclusively available in 3D for Samsung customers. Used in bundled 3D Blu-ray promotions with Samsung 3D LED TVs later in the year deployed B-Boy dancers throughout New York City today to highlight the liberation of TV from 2D to 3D Appearance by James Cameron and Vince Pace Celebration was streamed live via dipdive.com filmed in 3D by James Cameron and Vince Pace’s production company Cameron/Pace Samsung has 88% of 3D TV sales Enlisted 3d pros, like people who produced Avatar, to promote 3D TV through Twitter, etc. Commercials went in two directions: one showing 3D TV taking over a city, almost Godzilla-like, the other was titled Wonder-Full and showcased the beauty of 3D TV. Social Media Posts on FB trying to disprove rumors that 3D is just a fad and will fade soon. Some negative feedback on Facebook. Positive buzz on Twitter, although there is no official Samsung Twitter account Announced an expansion of the Shrek film series in its entirety in 3D with Dreamwork Animations. Joined forces with DreamWorks Animation to accelerate the worldwide deployment of in-home 3D to mainstream consumers, including a first-time feature-length, 3D Blu-ray version of DreamWorks Animation’s 2009 release, “Monsters vs. Aliens.” Samsung's two ads for its 3-D TVs placed first and third in Ace Metric’s survey, sandwiching a spot for the new Apple iPad that ranked second on the Ace top 10 list for the period
- JULIE/AARON Starbucks Via taste challenge video: http://www.youtube.com/watch?v=bFvaXXFrg-E Single largest marketing push in company history. The VIA Taste Challenge that Starbucks conducted was an accessible and highly engaging way for Starbucks to get consumers in-store to try the new brew and compare it against the traditional offering. October 2-5 th , 2009 Put VIA up against regular Starbucks coffee, not other instant coffee Customers got a free coffee in-store for trying. Still occasional days where customers will get a free coffee for buying VIA. Could buy VIA in-store for only 1.50 with $1 off coupon on taste test days Social media focus Used Twitter to spread word about Taste Challenge Event. No Twitter specifically for VIA, though. Ads on Facebook Targeted FB ad. Smart choice because the restaurant pays only when the ad gets clicked. Social Media gave them infinite publicity, with extremely low cost to the company. People are still talking about VIA, especially on Twitter. Facebook events for taste challenges Overwhelmingly positive consumer feedback on Twitter and Facebook. Lots of promo displays in stores Gave away samples in store of VIA and gave customers a free coffee. All Starbucks stores across had the same displays. Starbucks baristas have appeared in Safeway and Target stores to give out Via samples to shoppers. Requests for over 2.5 million samples by February 23 rd , 2009 Teaser commercials were released leading up to the launch and other commercials asked consumers how they use VIA – very focused on interactivity. Sales: Sales boosted when expanded globally, especially into Japan, which is the biggest market for coffee. Sold $100 million in global sales in 10 months. Captured about 30 percent of the $330 million premium single serve/pod category.
- JULIE/AARON Jobs described it as "the biggest change in the iPod lineup ever". Released at Apple’s annual media event. Sep. 1 st , 2010 San Francisco Time chosen because released in time for the lucrative Christmas shopping season Announced with new iPod touch and Apple TV, which got most of the attention and continued to get most of the attention after the official launch. Pushed the idea of using the Nano as a watch According to Steve Jobs at the media event, An Apple Director will be using the Nano as a wristwatch and companies are offering wrist bands that work with the 6G Nano's clip Clock app has a very easy-to-read analog style to it, and swiping across the screen will give you a stopwatch and timer. There is no alarm clock, however, which an Apple rep explained was a design decision given its lack of an external speaker. Everyone can customize their Nano watch to their heart's content. Limited advertising – only one commercial Some backlash as the older Nano's video camera and video playback capabilities are gone, but the 6G is the same price as 5G Not much fan feedback through social media
- JULIE/AARON Smoothie performance art commercial: http://www.youtube.com/watch?v=NV8anwJb3R8 Opened up the entire smoothie market Sales Sales boosted 5.7% (same-store increase) in US in July just after smoothie launch, highest sales gain in a year. global same-store sales increase of 7 percent in July. Same-store sales increased 5.3 percent in Europe 10.1 percent same-store sales increase in the Asia/Pacific, Middle East and Africa division. Free samples in weeks leading up to the official launch So successful that they had to stop giving out samples because they were running out of supply (see article “smoothing the smoothie launch”) McDonald’s opted to cancel the in-restaurant tasting event that was set to be held from July 22-24. Smoothies described as an “absolute hit” by Neil Golden, chief marketing officer for McDonald’s USA, from consumer reaction after samples. Made their pitch on value, highlighting a $2.29 price for 12-ounce smoothies. $1.00 off coupons week of July 22 nd . Commercials show dancer depicting the blending and pouring of a smoothie, highlighting the hip and fresh nature of the new product Social Media No Twitter/Facebook created specifically for the smoothies Significant buzz on Twitter still about the smoothies Facebook pages created by fans to talk about the smoothies Three national sampling days, starting July 22 nd . Spin Art on website, letting users mix their own “smoothie” Also encourages users to then share their art via Twitter and Facebook. Competition with Jamba Juice, who responded with “Cheesburger Chili Smoothie” campaign poking fun at McDonald’s Jamba Juice also created a Cheeseburger Chill website, where consumers can download a $1 off coupon or get information on how to redeem McDonald's smoothie coupons at any Jamba Juice location through Aug. 15. Unveiled smoothies at Olympic media center in Vancouver to serve them at surround McDonald’s during the Winter Olympics. showed off the new line of beverages with gold medalists Cassie Campbell, a Canadian hockey player; Shawn Johnson, an American gymnast; Picabo Street, a skier for the U.S.; and German ice skater Katarina Witt. Prior to US launch McDonald’s has been an official sponsor of the games since 1976 Ad budget was not released, but McDonald's Marketing Director Sofia Therios called it a "respectable investment" for a company that spends more than $1.2 billion advertising annually in the U.S.
- JULIE/AARON Droid Teaser ad: http://www.youtube.com/watch?v=gOnC5chCag0 Rivals iPhone: Competed with iPhone through showcasing huge app store (though not bigger than Apple’s) in commercials—users weren’t missing out by getting a Droid. Commercial evolution: Teaser dissing iPhone – iDon’t, Droid Does Overly masculine stealth bomber commercial More overly manly commercials, making iPhone seem “girly” “ Surfer” and “homing device” are robotic commercials, but actually show how the product works. Then more ads highlighting the range of the app store. Very futuristic marketing campaign, seen with the Droid Does website and the robotic commercials. Target for the phone was men, 25-34 Largely ignored female audience Stealth-bomber and robotic ads geared toward male audience. Launch event Live music concert for launch on Friday, November 6, supported by promotions on its vCast music service, Twitter and other digital platforms. In Lower East side, NYC. Featured appearances from a wide swath of celebrities including Adrian Grenier from HBO’s Entourage , Kim Delaney from ABC’s Desperate Housewives , Katrina Bowden from NBC’s 30 Rock , Ian Somerhalder from CW’s The Vampire Diaries , and model-turned-R&B pop singer Eric West. Performance by Yeah Yeah Yeahs Press conference in NYC Oct. 28, 2010 announcing release to media. Released in November to take advantage of holiday sales. $100 million marketing campaign, compared to only $2 million Motorola spent on ads in 2008 Sales: The Motorola Droid sold 100,000 units on its first weekend alone in November 2010, likely selling between 700,000 and 800,000 Droids by the end of November Over 1 million sold in first 74 days Analysts expected Motorola to sell between 1 million to 2 million Droids in the last eight weeks of 2010
- JULIE/AARON Pretzel M&Ms commercial: http://www.youtube.com/watch?v=SMrLz9tUrew Ad campaign with American Idol Mars was American Idol’s official sponsor during its 49 city tour, and consumers could watch the American Idol finalists perform live on M&M’s Facebook Page. Tour began July 1 st . M&M had signage and a presence at all American Idol concerts. First live Top 10 concert on June 2, 2010 was in NYC inside of a giant M&M Lee DeWyze, winner of the most recent 'American Idol,' performed at Herald Square on a stage shaped like an M&M Print, TV and digital ads Ads debut June 14 th . One of the biggest product launches for M&M in a decade. Orange M&M is the “spokescandy” and he is shown freaking out upon discovering he has a pretzel inside of him People love this commercial. It’s hilarious, which is why people are still talking about it now. Print ad buys include People, Entertainment Weekly, and Us Weekly M&M’s Pretzel Candies featured on NASCAR driver Kyle Busch’s car, No. 18 during the Sprint Cup Series Inside jokes website features a pretzel doing stand-up comedy. Social media Used their Facebook to air American Idol concert Pretzel M&Ms didn’t get their own Facebook, but the content on the page leans heavily toward pretzel M&Ms over other varieties. 1.5 million fans on Facebook Interactive map on FB so fans could see where they can buy Pretzel M&Ms Used twitter to interact with fans and solicit feedback. Very informal, written from Green M&Ms point of view People talk about pretzel M&Ms a lot of twitter, even now. A lot of positive fan feedback through social media.
- JULIE/AARON Pretzel M&Ms commercial: http://www.youtube.com/watch?v=SMrLz9tUrew Ad campaign with American Idol Mars was American Idol’s official sponsor during its 49 city tour, and consumers could watch the American Idol finalists perform live on M&M’s Facebook Page. Tour began July 1 st . M&M had signage and a presence at all American Idol concerts. First live Top 10 concert on June 2, 2010 was in NYC inside of a giant M&M Lee DeWyze, winner of the most recent 'American Idol,' performed at Herald Square on a stage shaped like an M&M Print, TV and digital ads Ads debut June 14 th . One of the biggest product launches for M&M in a decade. Orange M&M is the “spokescandy” and he is shown freaking out upon discovering he has a pretzel inside of him People love this commercial. It’s hilarious, which is why people are still talking about it now. Print ad buys include People, Entertainment Weekly, and Us Weekly M&M’s Pretzel Candies featured on NASCAR driver Kyle Busch’s car, No. 18 during the Sprint Cup Series Inside jokes website features a pretzel doing stand-up comedy. Social media Used their Facebook to air American Idol concert Pretzel M&Ms didn’t get their own Facebook, but the content on the page leans heavily toward pretzel M&Ms over other varieties. 1.5 million fans on Facebook Interactive map on FB so fans could see where they can buy Pretzel M&Ms Used twitter to interact with fans and solicit feedback. Very informal, written from Green M&Ms point of view People talk about pretzel M&Ms a lot of twitter, even now. A lot of positive fan feedback through social media.
- JULIE/AARON Windows 7 launch with Kiley: http://www.youtube.com/watch?v=vRlo6Kjy02M Marketing Strategy: Goal was to let the product speak for itself, nothing too flashy. Step back from ambitious Vista marketing, that used stunts like a “human billboard” which we not successful. Opened its first retail store in Scottsdale, AZ to coincide with the launch (on 10/22/09) Emphasized benefits of Windows 7 for small to midsized companies. Targeted students through commercials and offering deals to students who preordered the software. TV “ Windows 7 was my idea” commercials, targeting students and young people in most cases Used college age students, young children and professionals to portray Windows as responding to consumer concerns. Commercials with Kylie (“I’m a PC and I’m 4”) Highest rated brand image and likabilty ads Microsoft has ever run Launch events: Oct. 6 th , consumer open house at Park Avenue Armory. Highlight everything from the Zune and new phones to hardware products like keyboards and mice Oct. 22 nd product launch in NYC with Microsoft CEO Skylight Studios, Manhattan AdAge said the event was decidedly buttoned-up, bearing all the qualities of a carefully-crafted PR event unlike some of Microsoft's glitzy, over-the-top soirees of the past. Kylie, the four year old in the commercials, introduced Ballmer at the press conference and was given a pink PC. Stressed simplicity of the OS and how it has something for everyone. Brad Brooks, VP of Marketing, introduced Windows 7 and gave demos, showing media especially the Kindle app for Windows 7. Studio set up like a home with PCs and Windows 7 everywhere, trying to stress Windows integration into all aspects of life. Collaboration with Family Guy Microsoft-sponsored Family Guy variety show Hosted by Peter and Lois Griffin Mix of live action, Family Guy musical numbers, animated shorts and celebrity appearances. Part of all-Seth MacFarland night on Fox Microsoft deeply integrated into the show Windows was also supposed to be featured in a Family Guy episode, but pulled the episode before it aired because they thought the humor was too raunchy. Holiday campaign : video displays powered by Windows 7 in the iconic Saks Fifth Avenue window displays Social Media/promotions Extensive Windows 7 Twitter campaign, with prizes all based around the number seven. Created hashtag #WinWin7 Goal of reaching 77,777 followers Prizes like: 7 pizzas, 7lbs of candy, 7 keyboards and mice, etc. Advertised prizes for Facebook fans via Facebook for the first 7 days after the launch. Asked Facebook fans to throw Microsoft 7 launch parties between October 22-29. All hosts received: One limited Signature Edition Windows 7 Ultimate One Deck of Playing Cards with Windows 7 Desktop Design One Puzzle with Windows 7 Desktop Design One Poster with Windows 7 Desktop Design Ten Tote Bags with Windows 7 Desktop Design for hosts and guests Also included in USA party packs: One package of streamers for decoration One package of balloons for decoration One table top centerpiece for decoration One package of Windows 7 napkins US residents hosting parties were also entered for a chance to win a $750 mini-notebook computer. Launch parties generally reviewed as not a very creative or good idea. Sales Unit sales 234% higher than Vista’s first few days of sales Revenue growth 82% over Vista. Total Windows PCs were up 49 percent in units year-over-year and were up 95 percent over the week prior to launch. The growth of PC sales during Vista's launch was, in comparison, 68 percent in prior year's sales and 170 percent over the week prior to launch.
- JULIE/AARON Windows 7 launch with Kiley: http://www.youtube.com/watch?v=vRlo6Kjy02M Marketing Strategy: Goal was to let the product speak for itself, nothing too flashy. Step back from ambitious Vista marketing, that used stunts like a “human billboard” which we not successful. Opened its first retail store in Scottsdale, AZ to coincide with the launch (on 10/22/09) Emphasized benefits of Windows 7 for small to midsized companies. Targeted students through commercials and offering deals to students who preordered the software. TV “ Windows 7 was my idea” commercials, targeting students and young people in most cases Used college age students, young children and professionals to portray Windows as responding to consumer concerns. Commercials with Kylie (“I’m a PC and I’m 4”) Highest rated brand image and likabilty ads Microsoft has ever run Launch events: Oct. 6 th , consumer open house at Park Avenue Armory. Highlight everything from the Zune and new phones to hardware products like keyboards and mice Oct. 22 nd product launch in NYC with Microsoft CEO Skylight Studios, Manhattan AdAge said the event was decidedly buttoned-up, bearing all the qualities of a carefully-crafted PR event unlike some of Microsoft's glitzy, over-the-top soirees of the past. Kylie, the four year old in the commercials, introduced Ballmer at the press conference and was given a pink PC. Stressed simplicity of the OS and how it has something for everyone. Brad Brooks, VP of Marketing, introduced Windows 7 and gave demos, showing media especially the Kindle app for Windows 7. Studio set up like a home with PCs and Windows 7 everywhere, trying to stress Windows integration into all aspects of life. Collaboration with Family Guy Microsoft-sponsored Family Guy variety show Hosted by Peter and Lois Griffin Mix of live action, Family Guy musical numbers, animated shorts and celebrity appearances. Part of all-Seth MacFarland night on Fox Microsoft deeply integrated into the show Windows was also supposed to be featured in a Family Guy episode, but pulled the episode before it aired because they thought the humor was too raunchy. Holiday campaign : video displays powered by Windows 7 in the iconic Saks Fifth Avenue window displays Social Media/promotions Extensive Windows 7 Twitter campaign, with prizes all based around the number seven. Created hashtag #WinWin7 Goal of reaching 77,777 followers Prizes like: 7 pizzas, 7lbs of candy, 7 keyboards and mice, etc. Advertised prizes for Facebook fans via Facebook for the first 7 days after the launch. Asked Facebook fans to throw Microsoft 7 launch parties between October 22-29. All hosts received: One limited Signature Edition Windows 7 Ultimate One Deck of Playing Cards with Windows 7 Desktop Design One Puzzle with Windows 7 Desktop Design One Poster with Windows 7 Desktop Design Ten Tote Bags with Windows 7 Desktop Design for hosts and guests Also included in USA party packs: One package of streamers for decoration One package of balloons for decoration One table top centerpiece for decoration One package of Windows 7 napkins US residents hosting parties were also entered for a chance to win a $750 mini-notebook computer. Launch parties generally reviewed as not a very creative or good idea. Sales Unit sales 234% higher than Vista’s first few days of sales Revenue growth 82% over Vista. Total Windows PCs were up 49 percent in units year-over-year and were up 95 percent over the week prior to launch. The growth of PC sales during Vista's launch was, in comparison, 68 percent in prior year's sales and 170 percent over the week prior to launch.
- JULIE/AARON People in line for the iPad in San Fran (mashable video): http://www.youtube.com/watch?v=OT6Pr69qLto Apple's marketing strategy : taking a popular consumer device and adding business functionality rather than taking a business computer and trying to add entertainment. Not all consumers are businesspeople, but all businesspeople are consumers. This was showcased through commercials which highlighted using the iPad as a business tool and using it for fun things, like music, photos, games. Marketed as “magical” and “revolutionary” by Steve Jobs Launch event San Francisco January 27, 2010 Apple showed a video of people using the device, and a series of images of the iPad dominating the company's home page. Same day as a State of the Union by Obama—Jobs and the iPad overtook Obama as top trending topic on Twitter several times that day. Launched it by releasing a 7-minute video offering super-slick demonstrations of the iPad in action on the Apple website. Media Placements in week prior to launch Apple lent out review units of the iPad to outlets that don’t typically receive pre-releases from Cupertino, such as BoingBoing and PC Mag. Apple clearly wanted to get the iPad out to more media outlets than usual Steve Jobs was on the cover of Time Magazine the week of the launch Apple gaves out Apple hardware to popular television shows for free in exchange for subtle product placement. Modern Family on ABC A large portion of the plot revolved around the father, Phil Dunphy, desperately wanting an iPad and his family’s bumbling attempts to actually land him one. And lest there be any confusion, the episode went full force in its description of the device Clever and strategic seamlessly integrated into the plot the show’s audience is the kind of people who Apple wants to target. Steven Colbert showcased an iPad and used it to cut up salsa David Letterman devoted an entire Top 10 list to the iPad titled, “Top 10 questions to ask yourself before waiting in line for the iPad.” Former SNL vet Jimmy Fallon and Engadget editor Joshua Topolsky played with an iPad on Late Night with Jimmy Fallon on Friday night, the day before launch. Focused on all of the applications users know and love from the iPhone being available in this larger format Runs almost all of the over 140,000 apps on the App Store, including apps already purchased for your iPhone or iPod touch iBookstore, iWork showed these functions through their various commercials, ones showing all the uses and other videos for specific application. Apple’s first venture into an entirely new product category since it introduced the original iPhone in 2007. Sales April 3rd – 300,000 WiFi iPads sold on launch day April 8th – 450,000 iPads Sold total 5 days after launch, 3.5 Million iPad Apps and 600,000 iBooks downloaded April 10th – 500,000 iPad Units sold in its first week May 3rd – 1,000,000 iPad Users in 28 days since launch May 31st – 2,000,000 iPad Owners after its International Launch June 21 – 3,000,000 iPads in 80 days A Wall Street analyst is projecting Apple's iPad sales to reach 28 million in 2011, with low-end notebook computer sales suffering as a result. In the first three months of its April launch , Apple ( AAPL ) iPad sales reached 3.27 million units sold . New version of the iPad to be announced 3/2/11 Forty-five percent of the survey's (YouGov Marketing Insights survey, reported in BrandWeek) respondents who've bought an iPad are owners of at least three other Apple products, and another 22 percent own two other Apple items. Just 9 percent don't own anything else from the company. The early-adopter audience for the iPad also skews male, with men accounting for 65 percent of respondents who've bought one.
- JULIE/AARON People in line for the iPad in San Fran (mashable video): http://www.youtube.com/watch?v=OT6Pr69qLto Apple's marketing strategy : taking a popular consumer device and adding business functionality rather than taking a business computer and trying to add entertainment. Not all consumers are businesspeople, but all businesspeople are consumers. This was showcased through commercials which highlighted using the iPad as a business tool and using it for fun things, like music, photos, games. Marketed as “magical” and “revolutionary” by Steve Jobs Launch event San Francisco January 27, 2010 Apple showed a video of people using the device, and a series of images of the iPad dominating the company's home page. Same day as a State of the Union by Obama—Jobs and the iPad overtook Obama as top trending topic on Twitter several times that day. Launched it by releasing a 7-minute video offering super-slick demonstrations of the iPad in action on the Apple website. Media Placements in week prior to launch Apple lent out review units of the iPad to outlets that don’t typically receive pre-releases from Cupertino, such as BoingBoing and PC Mag. Apple clearly wanted to get the iPad out to more media outlets than usual Steve Jobs was on the cover of Time Magazine the week of the launch Apple gaves out Apple hardware to popular television shows for free in exchange for subtle product placement. Modern Family on ABC A large portion of the plot revolved around the father, Phil Dunphy, desperately wanting an iPad and his family’s bumbling attempts to actually land him one. And lest there be any confusion, the episode went full force in its description of the device Clever and strategic seamlessly integrated into the plot the show’s audience is the kind of people who Apple wants to target. Steven Colbert showcased an iPad and used it to cut up salsa David Letterman devoted an entire Top 10 list to the iPad titled, “Top 10 questions to ask yourself before waiting in line for the iPad.” Former SNL vet Jimmy Fallon and Engadget editor Joshua Topolsky played with an iPad on Late Night with Jimmy Fallon on Friday night, the day before launch. Focused on all of the applications users know and love from the iPhone being available in this larger format Runs almost all of the over 140,000 apps on the App Store, including apps already purchased for your iPhone or iPod touch iBookstore, iWork showed these functions through their various commercials, ones showing all the uses and other videos for specific application. Apple’s first venture into an entirely new product category since it introduced the original iPhone in 2007. Sales April 3rd – 300,000 WiFi iPads sold on launch day April 8th – 450,000 iPads Sold total 5 days after launch, 3.5 Million iPad Apps and 600,000 iBooks downloaded April 10th – 500,000 iPad Units sold in its first week May 3rd – 1,000,000 iPad Users in 28 days since launch May 31st – 2,000,000 iPad Owners after its International Launch June 21 – 3,000,000 iPads in 80 days A Wall Street analyst is projecting Apple's iPad sales to reach 28 million in 2011, with low-end notebook computer sales suffering as a result. In the first three months of its April launch , Apple ( AAPL ) iPad sales reached 3.27 million units sold . New version of the iPad to be announced 3/2/11 Forty-five percent of the survey's (YouGov Marketing Insights survey, reported in BrandWeek) respondents who've bought an iPad are owners of at least three other Apple products, and another 22 percent own two other Apple items. Just 9 percent don't own anything else from the company. The early-adopter audience for the iPad also skews male, with men accounting for 65 percent of respondents who've bought one.
- Q: What are the most important things to consider with respect to a product launch?
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- JULIE/AARON By Bruce Horovitz, USA TODAY A nation swimming in new products with sea salt is about to get the clincher: sea salt fries. On Thursday, November 10 th , Wendy's will unveil Natural-Cut Sea Salt Fries — revamped french fries of 100% russet potatoes, cut with the skin on, sprinkled with sea salt. The move comes as sea salt has set consumer hearts aflutter and invaded American pantries. In 2010, 1,350 new products with sea salt as an ingredient have been introduced, research giant Mintel says. The percentage of all foods and beverages with sea salt jumped from 5% in 2006 to more than 8% in 2010, Mintel says. "Sea salt has the potential to grow as fast as low-carb did," says Lynn Dornblaser, new products guru at Mintel. "Hopefully, it won't decline as fast." Wendy's, which continues to lose share to McDonald's, is in the midst of a companywide move to stress the wholesomeness of its food. It opted to fix the fries by using better potatoes cut a new way — and sprinkled with sea salt. "Wendy's has never had the best french fry," concedes marketing chief Ken Calwell. "If it's not your strength, you can start with a clean sheet." Why sea salt? "There's a halo that goes with it. People associate it with good, natural things." They also link it with flavor. The typically bigger salt granules can add more flavor with less salt. Others in the sea salt fest: • Campbell. In 2006, it was among the first to begin using sea salt. It now sells 200 reduced-sodium products made with sea salt, spokesman John Faulkner says. • Whole Foods. In the past year, its 365 Everyday Value house brand launched a wave of products with sea salt — from nuts to potato chips. It also encourages suppliers to use sea salt because its customers prefer it, spokeswoman Liz Burkhart says. • Target. The discounter uses sea salt in its Archer Farms store brand's Sea Salt, Caramel & Almond Indulgent Granola Bites. Nutritionist Marion Nestle is unimpressed, saying sea salt tastes the same as common table salt, costs more and has the same sodium. "The hype for sea salt is amazing. What a hoax." In Wendy's case, in fact, the new fries have more sodium: 270 milligrams per small order, up from 180. The large has 630, up from 460. "If Wendy's customers care," Nestle says, "they will have even more trouble reducing their sodium intake." But Calwell says the key point is that they taste better: "It's all about the food."
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- AARON Show Groupon and LivingSocial website, talk about digital couponing. www.groupon.com www.livingsocial.com
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