2005 Most Memorable New Product Launches Included TV Advertising

2005 Most Memorable New Product Launches Included TV Advertising

67 Percent "Enjoy Watching TV Commercials"

BOSTON, Jan. 17 /PRNewswire/ -- Sixty-seven percent of consumers enjoy watching television commercials and 74 percent of consumers receive most of their new product information from television, according to the 2005 Schneider/Stagnito Communications Most Memorable New Product Launch Survey. While many say the 30-second spot is dead, consumers in this poll disagree. Eighty percent indicated TV ads were the leading factor that influenced their decision to purchase.

"It's no surprise the most influential 2005 new product launches represent Fortune 500 brands with significant ad budgets," said Julie Hall, vice president, Schneider Associates. "With Super Bowl XL approaching, Americans will spend as much time discussing commercials as the game itself. This enthusiastic consumer vote of confidence for advertising may justify the reported $2.6 million price tag for each 30-second spot."

Based on feedback from 1,000 consumers polled nationwide, InsightExpress, which conducted the 2005 Schneider/Stagnito Communications Most Memorable New Product Launch Survey, reports 23 percent remembered the launch of both Microsoft's Xbox 360(TM) and McDonald's(R) Fruit & Walnut Salad. The Top 10 also includes: Coca-Cola(R) Zero(TM) (19 percent); Hummer(R) H3(R) (18 percent); Coca-Cola(R) with Lime (18 percent); Apple's iPod nano (11 percent); Tide(R) to Go(TM) (10 percent); Apple's the new iPod (8 percent); Budweiser(R) SELECT (8 percent); and Clorox(R) BathWand (7 percent).

The most significant finding is that 57 percent could not recall a single new product launched in 2005, despite a 2.6 percent increase in advertising ($275 billion in 2005 vs. $268 billion in 2004*). "It's becoming more difficult to attract consumer attention as the mass market decreases," said Joan Schneider, author of New Product Launch: 10 Proven Strategies. "Manufacturers need to use a variety of public relations and marketing tactics, not just advertising, to get new products into the hands of consumers."

"One of the best ways to motivate consumers to try new products is through sampling," stated Hall. "Ten percent responded they 'always' buy new products they sample, and an overwhelming 81 percent of consumers said they 'sometimes' buy new products they sample. Once a consumer tries a new product through sampling, it's more than likely they will add it to their shopping list."

"It's not easy to capture consumer attention, but many 2005 new product launches succeeded," said Joan Holleran, editor of Stagnito's New Products Magazine. "Look no further than McDonald's 2005 tagline: 'Balanced Active Lifestyles: it's what i eat and what i do' for a great summation," Holleran continued. "It's not surprising most new product launches were from multinational brands, but what comes as a happy confirmation is these marketplace giants are addressing consumer needs: health, taste, and convenience."

The survey also asked consumers which trends influence their purchases. Forty-four percent said product convenience influences their purchases. Other leading trends include: low calorie food (21 percent); sugar substitutes (20 percent); focus on whole grains (19 percent); healthy fast food (18 percent); and organic foods (12 percent).

Results from the 2005 Schneider/Stagnito Communications Most Memorable New Product Launch Survey, interviews with survey spokespeople, and four year comparative data are available by contacting sleaf@schneiderpr.com.

Survey Partners

Author Joan Schneider has written New Product Launch: 10 Proven Strategies, a book on how to improve the launch of new products. http://www.launchpr.com/

Stagnito Communications, an Ascend Media Company, is publisher of 15 trade magazines including New Products Magazine. http://www.stagnito.com/

InsightExpress is a high-quality, online marketing research service. http://www.insightexpress.com/

Information Resources, Inc. is a global leader providing market content and analytic services. http://www.infores.com/

*ADWEEK projected statistic

Contact:
Sarah Leaf-Herrmann
Schneider Associates
OFF: 617/536-3300
M: 617/461-7254
sleaf@schneiderpr.com

Source: Schneider Associates/Stagnito Communications

CONTACT: Sarah Leaf-Herrmann of Schneider Associates,
OFF: +1-617-536-3300 or M: +1-617-461-7254, sleaf@schneiderpr.com

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