MISTAKE #75: You can’t appeal to the masses without appealing to the masses

Make sure you're not betting the viability of your product (or company) on impossible odds.

NEW PRODUCT MISTAKESThomas TessmerDecember 23, 2014Branding, Marketing, Competition, Barriers, Omni-presence Strategy, Content Creation

MISTAKE #74: You thought you could manipulate data and get away with it

If you mislead the buyer, expect shoppers to quickly out you as they refuse to live up to the false expectations you set.

NEW PRODUCT MISTAKESThomas TessmerDecember 18, 2014Ignorance, Retailer Interaction, Expectations, Storytelling, Conversion Optimization

MISTAKE #73: You did not take time to find common ground with the buyer

Remember that helping a buyer accomplish his/her objectives is often the path of least resistance to accomplishing your product's goals.

NEW PRODUCT MISTAKESThomas TessmerDecember 16, 2014Retailer Interaction, Expectations, Assumptions, Ignorance, Strategy & Planning, Competition, Category Audit, Conversion Optimization

MISTAKE #72: You do a poor job educating your prospects

Emotions play a significant role in what people will believe, will remember, what will change their attitudes and, eventually, behaviors.

NEW PRODUCT MISTAKESThomas TessmerDecember 11, 2014Education, Ignorance, Assumptions, Omni-presence Strategy, Content Creation

Mistake #71: Your marketing efforts are timed all wrong

Follow these 8 guidelines to make sure every (limited) dollar you spend on marketing is having the greatest possible impact.

NEW PRODUCT MISTAKESThomas TessmerDecember 9, 2014Marketing, Retailer Interaction, Ignorance, Strategy & Planning, Time, Concept Refinement, Conversion Optimization

MISTAKE #70: You pick a bad brand name

Beyond doing a great job developing your product, don't overlook the power of developing an equally-strong brand name.

NEW PRODUCT MISTAKESThomas TessmerDecember 4, 2014Branding, Marketing, Omni-presence Strategy, Content Creation, Concept Creation, Concept Refinement

MISTAKE #69: Your volume forecast is over-inflated

Make sure your volume forecast is built on facts and supported assumptions, not feel-good wishful thinking.

NEW PRODUCT MISTAKESThomas TessmerDecember 2, 2014Assumptions, Ignorance, Retailer Interaction, Conversion Optimization

MISTAKE #68: You under-value or over-estimate repeat purchase or loyalty

By definition, sustainable sales require a solid base of shoppers that regularly repurchase the item.

NEW PRODUCT MISTAKESThomas TessmerNovember 25, 2014Assumptions, Ignorance, Shopper Experience, Barriers, Product Use, Engagement Tracking, Category Audit

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

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

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

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

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

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