MISTAKE #67: You over-estimate initial awareness and trial

Don't make the wrong assumption that your product will miraculously land smack-dab in front of the nose of your prime prospects.

NEW PRODUCT MISTAKESThomas TessmerNovember 20, 2014Ignorance, Assumptions, Branding, Engagement Tracking, Conversion Optimization

MISTAKE #66: You’re not appealing to people at every step of the shopping process

In this new era where shoppers expect personalized content, make sure your materials aren't still one-size-fits-all.

NEW PRODUCT MISTAKESThomas TessmerNovember 18, 2014Shopper Experience, Content Strategy, Prime Prospecting, Omni-presence Strategy, Content Creation

PRINCIPLE-BASED DESIGN: Let intelligence guide your decisions

The challenge with breaking the status quo is to establish the right guidelines or winning formula that focuses on the right elements.

11 BARRIERS TO GROWTHThomas TessmerNovember 17, 2014Packaging, Product Design, Shopper Experience

MISTAKE #65: You don’t get to the point

Make sure your marketing materials and content are designed to quickly capture attention and deliver value before shoppers tune-out.

NEW PRODUCT MISTAKESThomas TessmerNovember 13, 2014Content Strategy, Shopper Experience, Time, Principle-Based Design Guidelines, Omni-presence Strategy, Content Creation

MISTAKE #64: You’re focused on earning as much money as possible, not learning all you can

Look for short-term educational opportunities to learn from your new product launch to position you for a bigger and longer-term payout.

NEW PRODUCT MISTAKESThomas TessmerNovember 11, 2014Ignorance, Strategy & Planning, Mediocrity, Philosophy, Retailer Interaction, Opportunity Exploration, Assortment Optimizer

SEGMENTATION & PROFILING: Avoid being sucked into the big middle

New products often fail because they target the wrong shopper. More specifically, they target too many different shoppers.

11 BARRIERS TO GROWTHThomas TessmerNovember 10, 2014Strategy & Planning, Research Techniques, Competition, Prime Prospecting

MISTAKE #63: You thought you could ‘buy’ sustainable sales or loyalty

Price-based promotions attract price-sensitive buyers, which can be a very fickle and disloyal group.

NEW PRODUCT MISTAKESThomas TessmerNovember 6, 2014Pricing, Ignorance, Shopper Experience, Category Audit, Price and Size Strategy

MISTAKE #62: You don’t consider how shoppers can afford to buy your product

Make sure you understand what shoppers do to afford your item and how that process can drive greater desire or distraction.

NEW PRODUCT MISTAKESThomas TessmerNovember 4, 2014Pricing, Shopper Experience, Prime Prospecting, Price and Size Strategy, Segmentation, Category Audit

CATEGORY ASSESSMENT: Gain credibility through context

But do you know enough about total category dynamics? About the desires and attitudes of shoppers? Or what the competition is doing?

11 BARRIERS TO GROWTHThomas TessmerNovember 3, 2014Research Techniques, Retailer Interaction, Beyond POS

MISTAKE #61: You think you’re an impulse purchase and that it’s a good thing

Don't assume an impulse purchase is a mindless non-decision or that it ultimately leads to repeat purchase.

NEW PRODUCT MISTAKESThomas TessmerOctober 30, 2014Shopper Experience, Barriers, Expectations, Competitive Evaluation, Price and Size Strategy, Assortment Optimizer

MISTAKE #60: You think purchase decisions are made in discrete category silos

Make sure you're not operating with tunnel vision, incorrectly thinking your product is an isolated purchase decision not influenced by external factors.

NEW PRODUCT MISTAKESThomas TessmerOctober 28, 2014Shopper Experience, Ignorance, Barriers, Competition, Competitive Evaluation, Concept Refinement, Assortment Optimizer

OPPORTUNITY EXPLORATION: Finding the right ideas

The odds of finding everything from oil to gold to fish increases significantly with both the right tools and the knowledge and experience to use them.

11 BARRIERS TO GROWTHThomas TessmerOctober 27, 2014Unmet Needs, Features & Benefits

MISTAKE #59: Your sizing is off

It is worth considering how creative sizing can be used to manipulate cost, perceived value or a better user experience.

NEW PRODUCT MISTAKESThomas TessmerOctober 23, 2014Competition, Features & Benefits, Price and Size Strategy

MISTAKE #58: You think you have a pricing problem, but you really have a value problem

The price a product commands should be a function of the value the product delivers.

NEW PRODUCT MISTAKESThomas TessmerOctober 21, 2014Pricing, Competition, Shopper Insights, Strategy & Planning, Ignorance, Features & Benefits, Price and Size Strategy, Engagement Tracking

GO-TO-RETAIL STRATEGY DEVELOPMENT: Finding common ground for growth

We all enjoy a great Cinderella sports story, but I’ve seen many companies project these same fantasies onto their business.

11 BARRIERS TO GROWTHThomas TessmerOctober 20, 2014Strategy & Planning, Retailer Interaction, Applying Insight

MISTAKE #57: Your product’s retail price is too low

There is a point when lower-priced products hurt the value of a category. Make sure your product doesn't get into this position.

NEW PRODUCT MISTAKESThomas TessmerOctober 16, 2014Pricing, Retailer Interaction, Expectations, Barriers, Price and Size Strategy, Engagement Tracking

MISTAKE #56: Your product cost is too low

Trying to control cost can backfire when a product can't deliver the necessary profit to the manufacturer or it no longer meets shopper expectations.

NEW PRODUCT MISTAKESThomas TessmerOctober 14, 2014Ignorance, Pricing, Retailer Interaction, Expectations, Price and Size Strategy, Engagement Tracking

KNOWLEDGE CATALOGING: Knowing what you already know

Over time, the amount and quality of a company's intelligence should progressively increase.

11 BARRIERS TO GROWTHThomas TessmerOctober 13, 2014Secondary, Objectives

MISTAKE #55: Your product is priced too high

It is easy to identify and easy to fix, yet it is one of the hardest for companies to accept. Don't let your greed be stronger than your fear.

NEW PRODUCT MISTAKESThomas TessmerOctober 9, 2014Pricing, Shopper Experience, Competition, Price and Size Strategy, Engagement Tracking