Product Launch Post-Lockdown
There’s no doubt that Covid-19 has placed logistical restrictions on planned product launch activity. Launch events, face to face sampling, in-store experiences, experiential activation, all challenging to deliver safely and within Government Guidelines in their traditional formats.
Marketers and their agencies have been forced to look at innovative ways of getting consumers to experience new products – virtual events, e-sampling and digital experiences for example. But launch considerations post-lockdown go beyond overcoming logistical constraints – consumer behaviours, attitudes and habits will have changed and new behavioural trends emerged. What is the new mindset and need state of your target consumer, and what insights do you need to tap into if you are to successfully launch a product?