New Product Marketing: Don’t ever forget sales... Everything is sales, the rest is details!

Bryan Cassady Guest Professor, Bryan@fast-bridge.com
KU Leuven Master Class: New Product Marketing
10/11 Sales
Don’t ever forget sales
Everything is sales, the rest is details

About this course
It is a sad fact that most new businesses, products and service fail. Some
estimate the failure rate is as high as 90%. This course is about why products
fail and what you can do to increase your odds of success.
This lecture is a part of series of 12 lectures. In my classes I use a lot of
videos. If you’d like to see the presentations with videos, go to:
http://www.fast-bridge.net/resources/new-product-marketing/
I hope in the pages that follow you will find new ideas and inspiration… If
you’d like to download the whole class go to:
http://www.slideshare.net/bryancassady2/2009-course-new-product-
management-by-bryan-cassady
If you have ideas on ways to improve this course or would like help with your
new products, I’d love to here from you…
Bryan Cassady
bryan@fast-bridge.com
+32-475-860-757

A less-than-optimal "configuration" of product or
service attributes and benefits is selected.
Lack of a strong sustainable position in the
market
Marketers fall in love with a product no one else
loves
The marketing plan for the new product or
service is not well implemented in the real
world.
Marketers assess the marketing climate
inadequately.
The plan is too complicated
A failure to ask the right questions and a belief
that everything is a big idea
No Support to get things done
A questionable pricing strategy is implemented. A weak positioning strategy is used.
Cannibalization underestimated
The advertising campaign generates an
insufficient level of new product/new service
awareness.
Over-optimism about the marketing plan leads
to a forecast that cannot be sustained in the real
world.
Too focused on the internal game not enough
on the market
The Lemming effect

YOU

Starbucks is a sign of the times….
It is to the Age of Aesthetics what McDonald’s
was to the Age of Convenience or Ford was to
the Age of Mass Production—the touchstone
success story, the exemplar of all that is good
and bad about the aesthetic imperative. …
‘Every Starbucks store is carefully designed to
enhance the quality of everything the
customers see, touch, hear, smell or taste,’
writes CEO Howard Schultz.”
—Virginia Postrel,
The Substance of Style: How the Rise of
Aesthetic Value Is Remaking Commerce,
Culture, and Consciousness

1 + 1 + 1 + 1 = Beauty
1 + 1 + 1 + 0 = Failure

“Having spent a century or more focused on other goals—
solving manufacturing problems, lowering costs, making goods
and services widely available, increasing convenience, saving
energy—we are increasingly engaged in making our world
special. More people in more aspects of life are drawing
pleasure and meaning from the way their persons, places and
things look and feel. Whenever we have the chance, we’re
adding sensory, emotional appeal to ordinary function.”
—Virginia Postrel,
The Substance of Style: How the Rise of Aesthetic Value
Is Remaking Commerce, Culture, and Consciousness

A company with fantastic operations,
but no sales ? = DEAD
Fantastic controls and procedures,
but no clients = Just as DEAD

In its purest form, advertising is a form of salesmanship. It
does not exist independently. That is, the only criteria by
which to judge an advertisement is the same criteria by
which to judge any salesman - does it produce the results?
Claude Hopkins
Scientific Advertising

Every day
You are bombarded
by up to
4,000 ads

Too much
information vying
for consumer
ATTENTION

Telecommunications
bandwidth is NOT a
problem, but
human
bandwidth IS
Consumers seek to
take control over
media consumption

In today’s economy, the scarcest business resource isn’t ideas,
talent or even capital. All of these are actually available in
plentiful supply. Instead, the rarest resource of all is attention
itself. There is now so much information competing to be
noticed that the limiting factor isn’t supply but demand - the
ability of people to absorb and take notice of all the pieces of
information they are constantly being presented with.
THE ATTENTION ECONOMY
Understanding The New Currency Of Business
THOMAS DAVENPORT and JOHN BECK

Typical Advertising

Narrowing Phase Decision Phase

His/her character…
Or at least your impressions
of character

When consumers get cheated they share their experiences
and companies are getting caught…
The future is about honest dialogues, not rather than
broadcasting half-truths about products and services.

Should also be the
marketer of the year

Robert B. Cialdini,
Influence:
The Psychology of Persuasion
(revised; New York: Quill, 1993)

1

Question
3ways to use reciprocity in
your job search

2

Question
3ways to use consistency in
your job search

3

Question
3ways to use social proof in
your job search

4

Question
3ways to use authority in your
job search

5

6

Question
3ways to use scarcity in your
job search

More Suds
More dishes
Mild to hands
Squeaky Clean

Your Class Num
Overt
Benefit
Reason to
Believe
Dramatic
Difference
Budget
Allocation
Budweiser - Sheep Is Big Fan
Fedex - Caveman
Going To Disney World
Gm Hummer - Monsters Make
Baby Hummer
Unilever/Dove - Self Esteem
Fund Promo
Toyota - Tachoma Pick Up Rides
Waves
Slim Fast - Hunger Control
Manager
Sharpie - Retractable
Gillette - Fusion 5-Blade Razor
[ ] Cinderella [ ] Frog prince [ ] Start over
€ 900

Group Evaluation
Overt
Benefit
Reason to
Believe
Dramatic
Difference
Budget
Allocation
Budweiser - Sheep Is Big Fan
Fedex - Caveman
Going To Disney World
Gm Hummer - Monsters Make
Baby Hummer
Unilever/Dove - Self Esteem
Fund Promo
Toyota - Tachoma Pick Up Rides
Waves
Slim Fast - Hunger Control
Manager
Sharpie - Retractable
Gillette - Fusion 5-Blade Razor
[ ] Cinderella [ ] Frog prince [ ] Start over
€ 900

Persuasion
Rank
Popularity
Score
Popularity
Ranking
Budweiser - Sheep Is Big Fan 2.30% 7.81 6
Fedex - Caveman 17.50% 7.95 3
Going To Disney World 18.00% 7.22 7
Gm Hummer - Monsters Make Baby Hummer 2.80% 6.37 23
Unilever/Dove - Self Esteem Fund Promo 20.80% 6.96 16
Toyota - Tachoma Pick Up Rides Waves 17.60% 6.16 28
Slim Fast - Hunger Control Manager 28.30% 4.28 57
Sharpie - Retractable 3.10% 6.82 17
Gillette - Fusion 5-Blade Razor 41.00% 5.27 47

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