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

AN IDIOT'S GUIDE TO EDUCATING YOUR SHOPPER

Make sure you consider these 12 principles as you seek to better educate shoppers.

Thomas TessmerDecember 3, 2014Education, Shopper Experience, Expectations

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 #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

MISTAKE #53: You don’t do your homework when setting your retail price

The right price strategy is critical to attracting the right prospects and developing the right value perception.

NEW PRODUCT MISTAKESThomas TessmerOctober 2, 2014Pricing, Shopper Insights, Expectations, Price and Size Strategy, Engagement Tracking

13 Principles to Guide Brand Name Development

A great brand name can communicate numerous unspoken equities, create positive associations, and provide instant recognition.

Thomas TessmerOctober 1, 2014Branding, Product Design, Shopper Experience, Mediocrity, Competition, Expectations

MISTAKE #51: Your packaging is completely unremarkable and maybe even repulsive

The few square inches of printing on the package needs to work as hard as it can to close the sale.

NEW PRODUCT MISTAKESThomas TessmerSeptember 25, 2014Packaging, Shopper Experience, Competition, Excellence, Branding, Expectations, Principle-Based Design Guidelines, Concept Creation, Concept Refinement, Package Qualification

MISTAKE #43: You need to set and manage the right expectations

You will actually be held accountable for the expectations you set...and you won't get a second chance if the buyer knows you mislead them.

NEW PRODUCT MISTAKESThomas TessmerAugust 28, 2014Retailer Interaction, Expectations, Category Audit, Opportunity Exploration

MISTAKE #42: You’re swinging too hard

Realize when you really need a home run, when you just need to get on base, and when a strikeout can end the game.

NEW PRODUCT MISTAKESThomas TessmerAugust 26, 2014Ignorance, Strategy & Planning, Expectations, Opportunity Exploration

MISTAKE #41: There is conflict of interest

Make sure your organization is structured so "what is good for the company is good for the individual...and vice versa."

NEW PRODUCT MISTAKESThomas TessmerAugust 21, 2014Productivity, Expectations, Time, Category Audit, Opportunity Exploration

MISTAKE #33: Learning the right technique helps, but isn’t always enough

There is a big gap between understanding how to do something, and being able to do it well.

NEW PRODUCT MISTAKESThomas TessmerJuly 29, 2014Expectations, Philosophy, Mediocrity, Risky Behaviors, Time, Opportunity Exploration

MISTAKE #32: You are scared to admit your mistakes...or ignorance

It sucks to admit you're wrong...but it is a stupid mistake not to.

NEW PRODUCT MISTAKESThomas TessmerJuly 24, 2014Excellence, Expectations, Strategy & Planning, Opportunity Exploration, Competitive Evaluation

MISTAKE #24: You fail to demonstrate the product’s benefit

Consider how well you've positioned your product for buyers to experience (or perceive) the maximum possible benefit.

NEW PRODUCT MISTAKESThomas TessmerJune 26, 2014Shopper Experience, Expectations, Features & Benefits, Storytelling, Category Audit, Opportunity Exploration, Principle-Based Design Guidelines

MISTAKE #20: You suffer from irrational exuberance

Don't embrace the philosophy that almost everything is a success (but some things are just more successful than other things).

NEW PRODUCT MISTAKESThomas TessmerJune 12, 2014Excellence, Assumptions, Expectations, Popular, Needs Assessment, Category Audit, Opportunity Exploration

MISTAKE #18: Your product is really just a share-shifter

Make sure you've quantified the incremental sales or new shoppers your product will bring to a retailer.

NEW PRODUCT MISTAKESThomas TessmerJune 5, 2014Retailer Interaction, Expectations, Strategy & Planning, Shopper Insights, Category Audit, Opportunity Exploration

MISTAKE #16: You don’t understand the speed of retail

Companies often under-estimate the time between pursuing distribution at a retailer to having the first item scan at a register.

NEW PRODUCT MISTAKESThomas TessmerMay 29, 2014Retailer Interaction, Expectations, Ignorance, Time, Category Audit, Retailer Prioritization, Sell-in Support, Conversion Optimization

MISTAKE #15: You are a crappy listener, too

Why you need to spend more time listening to, and less time talking at, your retail buyer.

NEW PRODUCT MISTAKESThomas TessmerMay 27, 2014Retailer Interaction, Ignorance, Strategy & Planning, Expectations, Audience Profiling, Category Audit