Innovation: word of mouth propaganda, product sample, store shelf

Two out of three products are doomed to fail on the market and half of innovations cannot perform as well in the second year as in the first. There is no simple answer to the question ‘What makes an innovation successful?’, but it is evident that manufacturers have to make consumers notice the new product.

A recent Nielsen survey on how consumers get to know new products found that 77 percent trust the recommendation of friends and family, 72 percent notice them in-store, 72 percent mentioned free product samples, 67 percent said searching the internet, 66 percent cited expert advice and 59 percent get to know new product from television commercials.