INTRO: As we approach CES (#CES2016) this week, it is easy to get caught up in the hype and hoopla of the new product announcements. But, if you want your business to be successful, you need to pay attention to the fundamentals of technology adoption. This is a really big issue for people who are exploring how Presence (VR/AR/MR/Telepresence) enables business solutions and consumer consumption. Our team at CES will be exploring the stage and what lies beneath. This guest editorial, however, should help ground you as we plan the future.
-Harrison Rose, executive editor
OPINION: Companies across the industry push out new products and new services as quickly as possible. Each product is unveiled to the marketplace in beautifully crafted marketing messages of how great the product is and how superior it is to anything else out there. Then those company executives sit back and wonder why consumers don’t immediately (a) see the features and benefits, (b) buy it or rent it in vast numbers, and (c) deliver record profits.
The problem is, sometimes those marketing messages don’t appeal to the customer’s idea of, “What’s in it for me?” The message isn’t communicated in a way that is relevant to the target audience. The needs and satisfaction of the customer should be the primary focus of your development and marketing, not just an inconvenient afterthought.
In many cases, it seems that company management and or executives are trying to define what the customer needs and wants, after the fact, because then you can spend less time and money on discovery up front. If you can change what the customer wants, then selling it will be easier. In some cases, this strategy may be effective; however, usually, it doesn’t work that way.
A customer has expectations of your product or service, and if you don’t deliver what he or she expects – they will go elsewhere, regardless of the price, and regardless of how good your marketing and engineering teams think it is. Rather than trying to sell your product to the target consumer after development is complete, it is usually a better strategy to gather direct data from the customers before hand.
This Article was contributed by:
Marken Communications, Inc.
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