by Matt Weik
When brands launch a product, it can be a very exciting time. This is as long as they don't put a product on the market that is half-hearted or tastes bad. I can't tell you how many times I've seen brands launch products in the past year that fit into one or both of these categories, and this ultimately changes my opinion about a brand.
Before we all got out of shape, my opinion on these products was also confirmed when I asked others what they thought and read consumer reviews. When you launch a product that has been rushed, consumers are moving away from your brand and may never return. You get a shot to hit it and an opportunity to make a good first impression. When you target a new consumer who has been exposed to your brand, you are dead to them.
Just do not)
While Nike says "Just Do It", this is not the case if you want to launch a product. Everyone wants to be the first to bring innovations to the market. I understand. But brands need to take their time and make sure they nail every aspect of the product. Profile, ingredients, taste, texture etc. play a role. I don't care if you are the first to enter the market for the tenth time. You must have everything pinned down before deciding to launch a product.
The following happens when you launch a terrible product for the first time. Everyone gets excited and runs out to buy it. You get it, try it and hate it. Guess what? You will never buy the product again and now your brand could potentially lose a loyal customer because it launched a terrible product that changed their perception of the brand.
The following happens when you come 10th with a terrible product. Not so many people are willing to give it a try because it's a product for me, but if they do, they hate it and may never buy it from you again.
As you can see from the two examples above, you end up with the same result. Now let's take a look at what happens, even if you're in tenth place but have a solid product. Consumers try the product because others are decent in the market and find that your product is much better than the competition they have tried. You know what? You buy your product even though you were so late in the game.
That happened to me earlier this year. I tested protein cookies and tried brands like Lenny & Larry and Quest. I wasn't really a fan of either brand, even though they were among the best-selling protein cookies on the market. Then Performix came. I had never tried a Performix product in my life, but I decided to try their protein cookie. To my surprise, this late launch of Performix knocked my socks off. It was the best bloody protein cookie I've ever had. This includes making my own protein cookies from scratch in my kitchen. On the other hand, after trying out the Performix protein cookie, I tried the new MET-Rx protein cookies (another late player in the game but an old brand). They were absolutely disgusting and I will never buy them again.
If you want to end everything, launch a product that has been rushed and it's terrible to put it bluntly. I see it more often than I want to share. In fact, things are so advanced that if someone asks me about a particular product and I don't like it, I'll tell them. However, I stopped writing reviews of products that I didn't like because the day didn't have enough time to write multiple articles about products that I thought were terrible.
It's brand suicide if you put a product on the market that consumers hate. And I'm not talking about a handful, I'm talking about almost every single person who has working taste buds. If you let your loyal customers down, they'll buy other products from other brands. And if these consumers like what they try, they are more likely to try more products from that brand and potentially leave your brand in the dust.
I'd rather have a brand that doesn't launch a new product than launch a sub-par product that they're not entirely happy with, but know they need to do something to show that they're trying to to be relevant to the industry. Delay a start or scrap it completely if you can't do everything right with the start of a product. Make changes. Make optimizations. Do everything you have to do until you can sit among your colleagues and co-workers and everyone agrees that there is nothing left with the product that needs to be changed or repaired. And once you get there, you can give the green light to launch a product.
Do you work for a supplement company or have you seen in the past that the brand has launched a product or products that you knew were not good and could not be sold well? What did you think or do Or are you a consumer who was brand loyal until trying a product and found that it was absolutely terrible? Did that change your mind about the brand and buy your products today? Let me know in the comments.