"Competition for consumer attention has never been fiercer and marketers are realizing they need to look at non-traditional tactics to break through the clutter when planning a new product launch," according to Joan Schneider, president of Schneider Associates, a Boston-based marketing communications firm.
Indeed, 56% of consumers could not recall a single new product launched in 2004, despite a 7% increase in advertising spending ($268 billion in 2004 vs. $249 billion in 2003), according to the third annual Schneider/Stagnito Communications Most Memorable New Product Launch Survey.
This is an especially timely marketing subject with Super Bowl Sunday fast approaching. "A majority of marketers who won the top spots in the 2004 'Most Memorable New Products Survey' are leaving Super Bowl advertising out of their marketing game plan," according to Schneider.
Based on feedback from more than 1,000 consumers nationwide, InsightExpress, which conducted the 2004 survey for Schneider/Stagnito, said the top ten new product launches recalled by consumers (without regard for whether or not they liked the product) were: Glad Press'n Seal (26%), Coca-Cola C2 (24%), Clorox ToiletWand (23%), Apple Mini iPo (21%), Swiffer Sweep+Vac (21%.), Gillette's M3Power Razor (20%), Hershey's Swoops (19%), Oral-B Brush-Ups (18%), Pepsi® Edge (17%) and Febreze Scentstories (16%). For more information, visit Launchpr.com.
Link: Launch PR .
Nothing here about the influence of actually experiencing the product on the ability to recall, one of the points of my FreshMeat on recalling stuff from the year gone by.
Posted by: Steve Portigal | January 27, 2005 at 11:03 AM