Progressive Grocer Product

Spring 2015

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cover feature 1 2 Progressive Grocer Products Showcase / Spring 2015 "A lot of people feel that social media requires less investment than, say, national television advertising," says AT Kearney's Burt. "Unlike some of the more traditional vehicles, some people feel social media is much, much more efective at a much lower cost." Where social media gains points is that it is becoming more and more ubiquitous, and the majority of those people who use it are predominantly using the same major platforms such as Facebook, Instagram, Twitter, Pinterest. Television, on the other hand, is increasingly fragmented with a plethora of specialty cable channels, or consumers who have dropped cable altogether in favor of watching movies and series without commercial interruption via internet services such as Netfix or Amazon Prime. But just because it's cost efective doesn't mean that throwing any and every strategy up on the social media wall to see what sticks is an efective game plan. "It's about fnding brand advocates that other consumers trust," Burt says. "That has been a huge focus for product launches. The idea is that you've got to fnd the infuencers, and once you fnd infuencers you can really drive adoption." If a consumer receives encouragement to try a product from a friend or someone within their community, rather than an advertisement, they're more willing to give that product a try. The notion of friends and community within social media is one neither retailers nor manufacturers can overlook in strategizing a campaign. "When we talk to millennials about how they learn about new products, the infuence of family and friends is huge," explains Susan Viamari, IRI's Editor, Thought Leadership. But a 'friend' is not just someone the consumer went to happy hour with last week, a friend is anyone he or she is interacting with on social media, whether they've met in person or not. "Very often millennials are reaching out to, for example, a mom's group to fnd out which baby food or diapers to use. They're going on social media and fnding people in similar life stages or circumstances or purchase needs, and getting recommendations on which products and brands will best meet their needs," she adds. to Consumers' Homes, and Beyond No matter how carefully executed, no launch is going to go exactly as planned. But if you're nimble and can adapt, the chances for success are more likely to fall in your favor. "No launch goes perfectly," Schneider says. "So long as you are avoiding the deadly pitfalls of manufacturing challenges, distribution/ availability problems, cash fow issues, product validation errors and a lack of consumer testing, you should be able to navigate the launch landscape with help from a marketing team with strong experience." And in all the activity of the launch process, don't forget to look beyond the launch as well. "Successful launches," Schneider says, "require sustained programs to get new products on the shelf and keep them there over time." PGPS Just because it's cost effective doesn't mean that throwing any and every strategy up on the social media wall to see what sticks is an effective game plan. retailer/wholesaler • Supplier • on a SCale of 1 to 5, wHiCH StrategieS Have tHe BiggeSt iMPaCt on new ProduCt launCHeS? in-store signage and promotion exclusivity with particular retailer 3.39 3.60 2.03 2.71 1.86 in-store sampling Social media campaigns traditional print and tv campaigns 3.65 3.40 3.23 2.80 3.34 Source: Progressive Grocer Market Research, Stagnito Business Information

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