Storm- News » have established territory, leverage their successes

Rice said it took almost three years from the concept of the Adapt to go from first drawing to first Nike Air Max 2017 Mujer game, though others would insist the idea goes all the way back to 1989 when the Adidas Superstar Femme forefathers of Nike had a brainchild.They were soaked in water overnight, sprayed with water cannons for 20 minutes at a time, pounded with thousands of pounds of force in extreme Nike Air Max 2017 Femme conditions. The shoes still didn’t break, Adidas ZX Flux Mujer and the bells and whistles still functioned well.Is a great product launch more art or science? Nike’s House of Go campaign turned out to be a bit of both, reminding brands once again that the consumer experience prevails above all.Nike Running Brand Adidas Superstar Dames Director Elisabeth Freitas observes, “When we launch something Nike Air Max 95 Femme … we want to have experiences that the influencers, the athletes, the everyday consumer can go and feel the story.” To get people excited about a new product, a brand must bridge the gap between sales and lifestyle to show prospective Adidas ZX 750 Dames buyers what they’re missing.

That’s easier said than done, of course. Great Nike Air Max 2017 Femme product launches are rare for a reason. Companies that consistently succeed in their debuts possess both a flair for the unusual and proven strategies to back up their tactics.No matter how incredible or revolutionary a Nike Air Max 95 Mujer new product may be, no product launch succeeds without deliberately developed hype. More than a few appealing inventions have died in warehouses because their creators failed to build sufficient buzz.As a former Xerox employee, University of Virginia Adidas NMD Femme Darden School of Business marketing professor Tom Steenburgh Nike Air Max 90 Womens Black has seen this phenomenon firsthand. In an interview for Harvard Business Review’s HBR IdeaCast, he pointed to Xerox’s Star workstations with modernized computer interfaces as an example. They fizzled out — even as Microsoft and Apple started seeing real success with the Windows and Mac interfaces — because Nike Air Max 90 Mujer the Xerox team didn’t know how to sell them. Steenburgh notes, “I think the basic problem is that they think that once they’ve created a good product, it’ll sell itself.”

The simple truth is that a product (or even a company) Nike Air Max 97 Womens that launches without establishing demand ahead of time will struggle to gain traction. Adidas Superstar Femme Early adopters love to feel the excitement of anticipation. Once the great new thing goes live, it loses a bit of its mystery and must rely on existing momentum to spread Nike Air Vapormax Mujer its influence. No momentum means no spread.To execute a product launch that both builds hype and converts buyers quickly, use this three-part process:Just because something’s already being done doesn’t mean others can’t do it better. Rather than avoid areas where competing brands have established territory, leverage their successes as confirmation that Nike Air Max 270 Mujer the market welcomes something new.A great product may last for years, but only if a great product launch gets the momentum started.