Steve Jobs was one of the most revolutionary men that has trodden the world. His skills to develop, together with Apple, products that set trends, is undeniable. He changed the concept of innovation, however, beyond the originality of his creations, much of his success and that of his company, was the fault of the monstrous capacity he had, not only to create products, but also to throw them into the world.
We all remember that mythical morning of October 22, 2001, the date on which Jobs presented to society a small device that revolutionized and transformed the music industry: the iPod.
Had it not been for all the work that the signing of the manzanita did before, during and after its release, the iPod would have been left with only the handicap of valuable, without becoming the object of desire in which converted.
It is before this example that we question ourselves: What should a brand do to launch an innovative product that is truly successful? What are the capabilities that must be developed to shake the world with only one product?
Innovative and successful launch
The man who set out to answer these two questions that today are so important for brands , whether large or small, was Ricardo Perret , managing partner of the companies Mindcode and BrainScan, in his book 'Home runs of innovation: Stories and strategies behind (very) successful launches'.
In an interview with, Ricardo Perret explained that brands must realize how important innovation is to be able to get ahead, since people today are looking for more and more developed products that better solve their needs.
But to innovate does not only mean today to create products with relevant capabilities, but it also involves developing an environment of symbols and elements that have the quality to protect it against any attack it may suffer.
"There are different stages that companies must work both before and after the product launch, which, if they develop perfectly well, will undoubtedly allow you to achieve success, " he points out.
1. Identification of opportunities
It has to do with you recognizing perfectly if the product you plan to launch has serious opportunities to become something successful or not. Many times we get carried away by what we think is important to us, however, what really matters is what the market is looking for.
Ricardo recommends that companies not only see their perspectives , but also truly investigate which are the trends that are moving to the market and from there start to work.
2. Definition of priorities
It consists mainly of categorizing, prioritizing and deciding what will be the idea that will be developed. Remember that it will never be possible to solve all the gaps or holes that you located in the previous step, so you should lean towards what is most important in your analysis.
Few companies have had the capacity to satisfy very large groups of people, that is why you need to take advantage of your advantages and define what will be the strengths of your idea.
3. Select the objectives of your launch
Perret argues that every project must include well-defined and clear objectives : what you are looking to achieve, what motivates you to do it, how much time you will dedicate to the topic, what resources you have for development and even what the planning will be like.
Remember that it is not optimal to define your goals based on the economic results you plan to have, but rather open up a little more your picture and dedicate yourself to locate what are those advantages that you can give beyond the money.
4.Fabricate your leadership
You have to keep in mind that you can only develop a good product if you are an effective leader who does not only think about what he considers important, but also takes into account the opinions of others.
Try to surround yourself with people who can contribute to the idea you have, listen to what they tell you in each of the stages and assess whether you can make a change that can help improve your perspective.
5. Find your niche
This means mainly that you learn to direct your launch . There are few companies that dare to launch a product to the bulk of the population, without truly choosing the group of people they intend to reach.
The specialist writes in his book: "The most successful new products or services are those conceived, designed and communicated for a clear target market , with a group of well-identified people". Remember, as an example, what AXE does, perfectly focusing its products on young people.
6. Choose the ideal name
This is an extremely important point to succeed. The name of a product is a great hero of the story that you will write and represents a good part of it, that is why it should be simple and involve what it represents.
You have to keep in mind that the name of a product is practically its identity , which will serve to differentiate it from some things or bring it closer to others. Try to choose a name that allows you to tell a story, that will help your product to be sheltered.
7. Consider an ally
It is not bad that you seek to support an ally to improve the conception, development and launch of your product. A partner or company can strengthen different aspects that range from the production or commercialization of the same to the capital that is required in total.
Remember that many of the best ideas that have been carried out not only have behind a brand, but two or three more that reinforce their work behind the scenes and that are also crucial.
8. What is the ideal moment for the launch?
It is not only about launching it on a certain date because 'you think so', but you have to look very well at the context surrounding that date when you consider that the market should know about it.
A common mistake in this issue is that it faces the product against actors who can overcome it , such as other launches of the competition, issues of political scope, such as elections, or sports that attract the eyes of the whole world. It must be a moment in which the mind of the people is much freer.
9. Generate a consumption ritual
"All products can be consumed in a flat and boring way, but also in a fun and memorable way, " says the Mindcode expert, who points out that you should ritualize the consumption of your product to attack the emotional issue.
One of the brands that works best in this area is Oreo , who has created a perfect procedure for the satisfactory consumption of their cookies, recommending to the public how they should eat them to enjoy their flavor.
10. Follow the cultural parameters
Ricardo Perret points out that you will never be able to make people consume something when they have never done it , this means that you can not change an existing culture in a group of people, but what can be effective is to align yourself with it.
An example of this is the enormous difficulty Kellogs has encountered in making consumers consume cereal at night. Although he has conducted studies of how satisfying and healthy this may be, people still do not like to do this activity.
11. Work on the expectation
Technology firms such as Apple or Samsung are experts in carrying out this activity, since they are commonly ahead of their followers what will be the next step they will take and with which they will be even happier.
This practice can be very effective if it is carried out with the care of not revealing the entire project that we have in hand. The danger appears when 'the egg is so cackled', that in the end it does not meet expectations.
12. Perform pre-launch tests
Before you launch the product with which you plan to conquer your market, you should try to perform some tests or tests of the reception that this may have, this with the aim of having prior opinions.
This activity will help you, says the writer, to straighten the course if you do not achieve in these tests the goal you have in mind. At this stage there is still a little time available to avoid failure.
13. Communicate clearly your values
It consists of choosing perfectly what are the strengths that your product has and that will help you excel. Your product may have 20 qualities , however, people do not have the capacity to assimilate them all , that's why you need to select the most important ones.
On the other hand, this point also involves the marketing campaign that you will carry out for the promotion, which must rescue precisely these elements that you placed to be much more influential.
14. Support your mother brand
A properly launched product will not only bring economic benefits for your sales, but it can also serve to reposition the brand that sustains it.
For example, Nestle is always worrying about presenting new things, which they always carry with them in their name to strengthen their brand and at the same time sustain it.
15. Prepare for the counterattack
Surely you remember what happened a few weeks ago with the latest release of the iPhone 6 , a product that became a hit for Apple, but after its release was the victim of all kinds of attacks.
That is why you have to be well prepared to respond to everything that will generate your launch, preparing an effective online marketing response to each of the points that you can find weak in your product.
