Each time Apple makes a new product introduction, it makes me think of innovation and how new product development promotes sales growth, enhanced productivity and a corporate sense of well-being. Product innovation sets the stage for manufacturers, retailers and service providers, enabling sales growth and foray into new markets.
Innovation breeds passion for the product and for the brand. From concept to tooling to final production runs, the new product creates bold energy that existing products cannot compete with.
As a marketer, each time the newly minted product packaging ships from the factory to its final retail destination, I feel a wave of anticipation. It is one thing to see 3-D renderings and quite another sensation to actually feel the tooled product in your hands. And even before the package sits on the store shelf, I do a spot check. How well will this new product be received? Does the point-of-sale display highlight the products’ differentiating features and benefits enough? Have we effectively leveraged online and offline marketing medium to successfully tell the product’s useful applications? Is our message enticing and does it compel someone to pick up the package and buy it on the spot?
When new products roll out from Zircon Corporation, customers can try the tools for the first time, retailers increase their assortment mix, and developing markets can jump into a new product line. Zircon recently unveiled the new HD series and L series products.
With the new product launches, the excitement was heightened with each step forward in the new product development cycle. Engineering and product design created a one-of-a-kind tools that are remarkable in functionality, simplicity, and design. It is the innovative spirit of the product, brand and company that reinvigorates marketing to continue to scan for new opportunities.
Making a lasting brand impression is vital within customer service and other areas of the organization. For a personal viewpoint of this idea, visit Zircon in the Real World’s blog, “Brand Recognition in the Everyday World“.