New data, by Knowledge Networks, provides insights into the best way for company’s to launch new products, and sustain sales through the early years of the product’s life. Full analysis is provided by Ad Age and the conclusion is that the second year of the product’s life is key in creating long-term success.
From the article:
Successful products tended to invest slightly more in in-store presence, but the real difference between success and failure emerged when looking at investments in in-store presence for year two. The successful products had more weeks in-store on average than they did in year one. The unsuccessful products had fewer. It’s striking to see that difference holding up in the digital age: Brick-and-mortar presence continues to cast a long shadow.
The full analysis is available from the source link
Source: Ad Age — In Marketing, Sure, a Big Splash Is Nice – but Year Two Is Key, and Here’s Why