For even the most experienced marketers, a review strategy campaign can seem like the ultimate catch-22 situation for any new product launch plan.
On the one hand, 85% of consumers trust online reviews of products as much as recommendations from their friends. Increasingly, they are not going to consider buying new products from retailers unless and until it’s got a steady trail of awesome and reliable feedback from real people behind it.
On the other hand, this is a brand new product. It has no history behind it and you need reviews to win sales. But you need shoppers to get those all-important reviews as well.
Now for some good news: it IS possible to square the new product review circle, but it will require a shopper marketing strategy. Here’s our product launch formula to getting it right.
No matter how amazing your product, it’s not going to fly from the shelves without a sufficient shopper marketing effort. Did you know, between 70 and 90% of new product launches fail to hit target? Something is usually missing from the launch campaign - and that ‘something’ tends to be preparation.
Too often, it’s because lots of things are happening in connection with the launch, but many brands fail to join these marketing activities up. You need marketing team alignment, and you need to place review acquisition front and center in your launch plan. Some examples: