New Product Marketing: Building Ideas that stick ... and people never forget

Bryan Cassady Guest Professor, Bryan@fast-bridge.com
KU Leuven Master Class: New Product Marketing
1/11 Course Introduction
Building Ideas that stick
and people never forget…

About this course
It is a sad fact that most new businesses, products and service fail. Some
estimate the failure rate is as high as 90%. This course is about why products
fail and what you can do to increase your odds of success.
This lecture is a part of series of 12 lectures. In my classes I use a lot of
videos. If you’d like to see the presentations with videos, go to:
http://www.fast-bridge.net/resources/new-product-marketing/
I hope in the pages that follow you will find new ideas and inspiration… If
you’d like to download the whole class go to:
http://www.slideshare.net/bryancassady2/2009-course-new-product-
management-by-bryan-cassady
If you have ideas on ways to improve this course or would like help with your
new products, I’d love to here from you…
Bryan Cassady
bryan@fast-bridge.com
+32-475-860-757

Dave’s story

What do you remember from this ad ?
A car, waves…
But I’l bet not the brand or benefits

"A medium-sized 'butter' popcorn at a
typical neighborhood movie theater
contains more artery-clogging fat than a
bacon-and-eggs breakfast, a Big Mac
and fries for lunch, and a steak dinner
with all the trimmings — combined!"

Talk to someone tonight…
 The kidney heist
 The story
 The details (probably not
all)
 Movie popcorn
 A lot of fat
 The car
 The visuals
 The brand
 The benefit
 The non-profit
company
 ?

A lie can get halfway around the
world before the truth can even get
its boots on.
Mark Twain

To
develop
sticky
ideas,
make
your
message:
1
2
3
4
5
6

S imple
U nexpected
C oncrete
C redible
E motional
S tory Based

1
2
3
4
5
6

It is always easier to explain after the fact

16 reasons products fail (Nielsen) Lecture Number
1
A less-than-optimal "configuration" of product or service
attributes and benefits is selected.
1 What is a new product
2 Marketers fall in love with a product no one else loves
3 Marketers assess the marketing climate inadequately. 2 Market research
4
A failure to ask the right questions and a belief that everything is
a big idea
5 A questionable pricing strategy is implemented. 3 Pricing
6 Cannibalization underestimated 4 Forecasting and business planning
7
Over-optimism about the marketing plan leads to a forecast that
cannot be sustained in the real world.
8 Too focused on the internal game not enough on the market 5 What really happens at work/ Selling a business case
9 Too focused on being first 6 Timing: Is there a first mover advantage
10 The Lemming effect
11 Lack of a strong sustainable position in the market 7 The basics of market interaction
12
The marketing plan for the new product or service is not well
implemented in the real world.
8 Execution
13 The plan is too complicated
14 No Support to get things done 9 Selling your ideas
15 A weak positioning strategy is used.
16
The advertising campaign generates an insufficient level of new
product/new service awareness.
10 Popper : Asking the 1 big question

A group presentation 20-30 min
Lecture 80-90 min
Then a discussion 60 min

Date Lecture Who Assignment Student Presentation
Present
Group
Reading
11/02/2010 intro B Brand You None Summary: Made to Stick
18/02/2010 What is a new product B Concept proposals None
New product evaluation methods
Concept Training
25/02/2010 Market research B 3 big research Qs/ How to answer Concept proposals 1-Jan The wisdom of crowds
04/03/2010 Pricing for Value B Pricing Reco in 1 category
3 big research Qs/ How to
answer
2-Jan TBD
11/03/2010
Forecasting and business
planning
B A systems view of the business Pricing Reco in 1 category 3-Jan Chapter 5 Senge + Fifth discipline
18/03/2010 Building Buzz and interest B
A buzz activity: contest invite or link
request
A systems view of the
business
4-Jan The cluetrain manifesto
25/03/2010
What really happens at work/
Selling a business case
E Choosing the Best ad
A buzz activity: contest invite
or link request
5-Jan PG 99
01/04/2010
Timing: Is there a first mover
advantage
E First mover or fast second your reco Choosing the Best ad 6-Jan
Managing What consumers learn
through experience
the second mover advantage
08/04/2010 No Class(Spring Break) X no assignment X X
15/04/2010 No Class(Spring Break) X no assignment X X
22/04/2010
The basics of market
interaction (strategy)
E Choice of a value discipline
First mover or fast second
your reco
7-Jan The discipline of market leaders
29/04/2010 S-D Logic (execution) E
A service Mantra proposal
Choice of a value discipline 8-Jan TBD
06/05/2010 Selling your ideas E A sales letter
A service Mantra proposal
9-Jan Cialdini/ The new positioning
13/05/2010 New Class or no class ? E Winner or loser A sales letter 10-Jan TBD
20/05/2010 Class wrap up j no assignment Winner / Loser 11-Jan Nothing
Practice Exam Due
If all goes as planned , an Oxford style debate in the last class

“Success is a question of how to marshal your
resources. Be really great in four or five areas.
Make some hard choices.
“The big challenge is to worry less about your
weaknesses and build more on your
strengths. Every success in your life will be
based on your strengths.”

Bryan Cassady
Email: bryan@leuvenresearch.com
Why did you take this course? :To teach it
About you:
A long time ago, an American boy came to Belgium, where he
met a pretty woman in a Laundromat. They got married
a year later and decided to stay in Europe. Since then, Bryan
has set up 9 successful business in 7 different countries. Several of which should have never
succeeded.
Skills:
 A born marketer and salesman with a proven track of record business start-ups and
business development
 A Talent for thinking outside the box and finding simple solutions to complex business
issues.
Driven by the challenge of new business initiatives…Proud to be able to make impossible
things to happen.
Now in academia, because he enjoys learning and teaching.

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