Although over the past five years or so most marketing focus has been on two areas – mobile and social – when launching a new product we all ask ourselves ‘what is the best medium to get our message out about that new product?’
This was discussed in a CPGmatters article, which points out that the reality is, whether one is a retailer or a manufacturer, the single most effective way to introduce consumers to a new product is one of the oldest: in the store.
According to a 2013 survey conducted by Nielsen, reliance on the advice of “family and friends” (77%) is the most persuasive source for new product information. But how do those people initially find out about that new product? Next on the list of effective communications media is the store, with 72% of consumers saying they found out about new items while in the store shopping, followed by 70% who learned about the product after they received a free sample (generally in-store as part of a demo).
Remember the Forgotten Marketing Medium?
The Nielsen Global Survey of New Product Purchase Sentiment 2013
