Five Secrets of New Product Success
Innova has discovered many secrets of new product success. They can be of great benefit to your new product program. Here are five of them:
1. News, with style. The excitement of a concept board or test commercial must come from the clear communication of news about the product. Style comes from clarity and precision, not cleverness that subordinates the news. Even when image is all important, it takes the form of news, not so much inherent in the product, but invented.
2. The transparent concept board. Most people test concept boards and commercials. The right concept board or commercial tests the product — by allowing the consumer to see right through it to the product shown in its best light.
3. Great ideas aren’t the answer. Just as infatuation with a good idea may stop you from going on to discover a great one, satisfaction with a great idea may stop you from going on to discover the right one. After you get a great idea, continue to look for the right idea.
4. Exact appropriateness. Every product has a small group of words and pictures that are exactly appropriate to it. When the time is taken to discover them and weave them together expertly, recall goes way up and top-of-mind awareness in the category is pre-empted.
5. Efficiency in communication. Maximum efficiency in mass communication is one word — a name that says everything. Second is a slogan that contains the name. After that, people have to remember two or more things to know your message; for instance, at least, the name and the slogan that does not contain it. Efficiency goes down, and media expenditures lose impact.
To learn more secrets of new-product success, call our Executive Creative Director, Tom Attea, at 212-769-1500. Or email us: new@innovanpc.com.
