Businesses spend thousands (or millions) on launching new products. Ad spend, PR, marketing, media blitzes – and that’s just the traditional approach. Then you have social media to add to the mix.
The bean counters look at the return and either class it a success or call for the promo team’s head.
What they tend to do, though, is get lost in the promotion commotion. Not all product launches are immediate successes.
Look at The Shawshank Redemption. A failure when it hit the cinema, but now one of the most beloved movies ever and frequently on movie magazines Best Of lists, not to mention normal viewers’ favourites.
Sometimes the product is right, just the timing is off. That’s not to say success won’t come. Plan to build for the long-term and stop watching the instant ticker tape results – you might just win in the end.