A new product can be complex process involving several critical components such as market research, product development, branding, pricing, and promotional activities. With numerous competitors and changing consumer preferences, companies need to adopt innovative New Product Introductions Marketing Plan to stay ahead of the curve.

​Five by Five recently undertook research on 730 senior marketers at major and small brands and companies in the UK, US, and Australia, and asked for their thoughts on product launches. We discovered five crucial elements from this research that can result in successful product launches as opposed to unsuccessful ones.
 

• Timing

Time is everything for a product launch. There are some dates and days to avoid such as Christmas or New Year’s Eve for example. It important is to look at both the macro and micro-economic aspects around your business and the broader market before launching a new product.

• Price

Conduct market research to find a price that consumers are willing to pay.  Ask yourself if the price you are asking for a premium or less expensive product is competitive with other companies on the market. 

• Packaging

Develop an eye-catching packaging to help your new product stand out from the competition.  Once again, conduct market research to see consumers reactions to colors, fonts and designs.  

• Your New Product's Name

While it is good to be original, don’t make the name so difficult that people can’t pronounce it or are too similar to an existing product, so the buyer gets confused. By all means, keep it straightforward and unique, to make an impression on the customer that will last.

• Know Your Target Market

Market research is key to determine your target market to introduce a new product.  It is best to rollout the new product in four or five markets with the best products for consumers to purchase the product or service and then expand nationwide.
 
In this blog, Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency, will explore key trends to help companies to launch a new product successfully. Let's dive into each trend in detail.
 
Clearly Define Your Objectives
Have a precise set of goals in mind before starting your launch mission, as well as an idea of what success entails. Nine out of ten marketers, according to our research, believe that campaigns are more measurable.

Although we may have a wealth of analysis tools at our disposal, there is a chance that the data they produce will be overly detailed.
 
Targeting relatively small consumer groups might be ineffective and could have a negative return on investment (ROI). Companies need to devote more time to identifying and measuring their major launch objectives.

Creating An Omnichannel Experience
An omnichannel experience involves providing a seamless and consistent customer experience across all channels. It means that customers can interact with the business through various channels, such as online, offline, mobile, or social media, and still receive the same level of service. This trend has become increasingly important as customers expect businesses to be available on multiple channels.
 
For a new product launch, companies can leverage an omnichannel approach by creating a landing page or microsite that provides information about the product. The landing page can be linked to social media and other channels, such as email marketing and advertising, to generate traffic.
 
Additionally, companies can create a physical display of the product in their retail stores, which can be complemented by an online store that provides a similar experience.
 
Use Media Relations to Create Credible Third-Party Stories
Media Relations is an effective marketing tool to develop the brand awareness and create an emotional connection with first time users for the product.
 
It is important to integrate SEO keywords into press materials so that if a press releases gets reprinted verbatim, then you will enhance the digital presence for a brand. 
 
It is important to issue themed press releases monthly or bimonthly to tell your clients story and keep the new product top of mind in the press.
 
Leveraging Social Media
Social media has become a vital aspect of people's life. It is not just a platform for communication and entertainment but also a tool for businesses to reach out to their target audience. Social media platforms such as Facebook, Instagram, Twitter, and LinkedIn offer various features that companies can use to create buzz around their new product launch. For example, businesses can create teaser campaigns on social media platforms that generate excitement and curiosity among their followers.

Moreover, companies can collaborate with influencers to promote their new product. Influencers are individuals who have a large following on social media and can sway their followers' opinions. Businesses can expand their audience and establish credibility by collaborating with influencers. Additionally, companies can use social media to gather feedback from their customers about the new product, which can help in improving the product.

Focusing On Sustainability
Consumers are now giving sustainability a lot of thought before making purchases. People are becoming more aware of the impact their actions have on the environment, and they expect businesses to take responsibility for their products' sustainability. Companies that incorporate sustainability into their products and operations can attract environmentally conscious customers and gain a competitive advantage.

To launch a sustainable product, companies need to focus on the product's entire lifecycle, from production to disposal. The new product can use eco-friendly materials, reduce waste during production, and design the product to be recyclable or biodegradable. Companies can also partner with sustainable organizations to promote their product's sustainability and educate customers on sustainable practices.

Personalization
Personalization is a trend that has been on the rise for the past few years and it's not going away anytime soon. Consumers are increasingly seeking products that cater to their individual needs and preferences.

According to a survey by Epsilon, 80 percent of consumers are more likely to do business with a company that offers personalized experiences. Personalization can take many forms, from product customization to targeted marketing campaigns.
 
One way to incorporate personalization into your product launch is by creating a personalized customer experience -- offer personalized recommendations, customize packaging, or even personalize thank-you notes. You can also create a targeted marketing campaign that speaks directly to your target audience, using personalized messaging and imagery that resonates with their specific interests and needs.
 
Launching a new product is a complex and multifaceted process that requires careful consideration of a variety of factors. However, by following these key trends, and getting help from professionals such as Allen Marketing Communications, Inc., companies can increase their chances of success and ensure that their product is well-received by consumers.

The Covid-19 pandemic has dramatically changed the way we live, work, and eat.  People have been forced to rethink their diets and eating habits, leading to an increased interest in plant-based foods.
 
Veganism is becoming more mainstream as people look for healthier, more sustainable alternatives to animal products and for natural ways to boost one’s immune system.  Key findings reveal the following insights.
 

• “The global market for plant-based meat substitutes is expected to reach $7.5 billion by 2025, “according to research by MarketsandMarkets.

 

• “Plant-based meat and dairy alternatives are already making up nearly 8 percent of the so-called global “protein foods” market. And according to the Bloomberg Intelligence Report, plant-based food sales are expected to increase fivefold by 2030.”  (Source:  Food Revolution Network)

 

• “Though they are growing, vegans are still small in number compared to the entire U.S. population. About 5 percent of respondents were vegan in the Statista Global Consumer Survey on diets and nutrition in the U.S. in 2022.” (Source: Sentient Media)

 
In this blog, Allen Marketing Communications, Inc, a Food and Beverage PR agency in NYC, will explore how the Covid-19 pandemic has accelerated the interest in plant-based foods.
 
What Are The Health Benefits Of A Vegan Diet?
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Plant-based foods are rich in vitamins, minerals, and antioxidants that can help reduce inflammation and improve overall health.  Numerous studies have shown that a plant based diet helps to reduce chronic diseases such as heart disease, diabetes, and some forms of cancer.
 
A vegan diet is high in fiber, which is essential for maintaining a healthy gut. Fiber helps promote regular bowel movements, reduce inflammation in the gut, and feed the beneficial bacteria in our digestive system.
 
What Are The Key Trends In The Plant-Based Food and Beverage Industries?
 
Plant-Based Seafood
Plant-based seafood is a relatively new product category in the plant-based food market. In fact, “the global market for plant-based seafood is expected to reach $1.3 billion by 2025,” according to research by MarketsandMarkets.
 
These products are made using a combination of plant-based ingredients, such as legumes, seaweed, and algae, as well as flavorings and other ingredients that mimic the taste, texture, and appearance of seafood, such as shrimp, crab, and tuna.
 
Seafood alternatives are anticipated to gain market share in the near future since plant-based food advancements have recently advanced. Diverse seafood species make it easier to develop seafood substitutes, giving consumers more options when they want to expand their selection of plant-based proteins.
 
Fermented Plant-Based Foods
Fermented plant-based foods are another growing category in the plant-based food industry. “The global market for fermented plant-based foods is expected to reach $730 million by 2024,” according to research by MarketsandMarkets.
 
Fermentation is a process that involves the conversion of carbohydrates to organic acids and gases by microorganisms. This process can enhance the flavor, texture, and nutritional value of foods.
 
Popular fermented plant-based foods include kimchi, sauerkraut, and tempeh. These products are typically high in beneficial bacteria, which can promote gut health and boost the immune system.
 
Plant-Based Meat Substitutes
Plant-based meat substitutes use pea protein, soy protein, and wheat protein, as well as fats and other ingredients that give them a meat-like texture and taste.  The plant-based products mimic the texture, taste, and appearance of meat.
 
Dairy Alternatives
Plant-based milks – almond, coconut, oat and soy – are becoming more mainstream. The dairy alternatives are often fortified with vitamins and minerals, making them a healthy option for lactose intolerant individuals or consumers who have ethical reasons for avoiding dairy products.
 
Plant-based cheeses and yogurts are also becoming more common. Companies are creating vegan cheese alternatives that are made from ingredients such as cashews and coconut oil. These products are often indistinguishable from dairy-based products.
 
“Lab-grown dairy could challenge plant-based substitutes by capturing between 35 percent and 50 percent of the market share during the following ten years. In the longer term, the challenges from lab-grown milk will encourage dairy and non-dairy to merge forces and grasp the chance to present their hybrid goods as the 'best of both worlds.’ (Source: Mintel)
 
Plant-Based Snacks
Plant-based snacks are providing consumers with healthy snack options that are made from whole grain and plant-based ingredients.
 
Kale chips are a popular snack made from dehydrated kale leaves. It is a healthy alternative to potato chips, lower in calories and available in a variety of flavors.
 
Another popular plant-based snack is roasted chickpeas. Chickpeas are high in protein and fiber, making them a healthy and filling snack. The roasted chickpeas can be seasoned with a variety of spices and are often crunchy and satisfying.
 
As the plant-based food and beverage industries continue to grow, Allen Marketing Communications, Inc. a Food and Beverage PR agency NYC, can help food and beverages generate brand and consumer awareness for the innovative and diverse products hitting the market.
 
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.

 
Instagram announces new features – augmented reality (AR) ads, gifts, interactive stickers, notes and scheduled posts – aimed at increasing connectivity and providing creators with more ways to monetize their brand.
 
Founded in 2010, Instagram allows users to upload photos and videos and share them with followers. Users can interact with content by liking, commenting and sharing posts with others. This platform is “popular among Millennials and older GenZers with 61.6 percent of users falling into the 18-34-year-old age demographic." (Hootsuite).
 
Did you know…
 

• “Instagram garners more than 1.3 billion users monthly. “(Statista).
• “Instagram is the eighth most visited website in the world.” (Hootsuite).
• “An average user spends 30 minutes on Instagram.” (Demand Sage).

 
How can marketers effectively use Instagram to increase brand awareness, loyalty and engagement?  In this blog, Allen Marketing Communications, a boutique travel and lifestyle public relations agency  based in New York City, explores new features on Instagram to give marketers a competitive advantage.
 
Best New Instagram Features for Marketers:
 
Augmented Reality (AR) Ads
Instagram has announced the expansion of augmented reality (AR) features by introducing AR ads. With AR ads, marketers can build immersive experiences allowing users to visually try the product before they purchase it.
 
“Users can interact with the ad by seeing how it interacts with the space around them, taking a picture to share to their Instagram Story, and tapping the call-to-action button to visit a URL encouraging them to purchase the item” (Medium). Since it is a relatively new feature utilizing AR ads can increase brand awareness and improve the experience between the brand and the customer.
 
Gifts
Starting in February 2023, US creators will now have the ability to receive digital gifts from fans. “For eligible creators, a gift option will appear in the bottom left corner of their Reels which fans can purchase any type of gift they would like to send, allowing creators to exchange and withdraw them for real money.” (Embed Social).
 
This new form of monetization will allow creators to earn more from their presence on Instagram and develop an engaged and supportive audience.
 
Notes
In October 2022, Instagram announced a new feature, called Notes, that engages users and their followers in a new way. “Notes are available in Instagram Messenger, last 24 hours, and consist of up to 60 characters of text and emojis to share your thoughts and start a conversation” (Meta).
 
This is a casual way for people to learn more about who they are following, get recommendations and be casual when connecting with one another.
 
Scheduled Posts
Ditch third-party apps and schedule posts in-app for more convenience. “As of November 2022, Instagram allows users with professional accounts to schedule posts up to 75 days in advance.” (Instagram).
 
“Users are able to set a specific publication date for their posts, but this feature does not allow cross-posting to other Instagram accounts or different social media platforms” (Napoleon Cat). This automated feature allows you to post often and consistently during optimal times for audience engagement as well as allowing you to spend more time with clients or on other projects.
 
Interactive Stickers
While interactive stickers on Instagram have been around for a few years they were only available for use on Stories, but now marketers can capture the attention of their audience on Reels. The following stickers will be available for Instagram Reels:
 

• Polls can be used to get audience feedback or test new product ideas
• Quizes are used to test your audience’s knowledge, showcase expertise or teach the audience something new
• Emoji Sliders allows your audience to rate your products and content (Plann That)

 
Stickers are a fun way to create a community where consumers feel comfortable engaging with a brand and are more likely to support the business by purchasing products or sharing information about the business with their circle of influence.
 
Utilizing Instagram’s new features improves the relationship between a brand and its audience by allowing businesses to embed interactive elements on its page and making it easier for users to support their favorite creators. \
 
Our team of social media experts are here to help.  Give us a call
 
By Toyin Oluyede at Allen Marketing Communications, Inc.
 
Image:  Pexels

Cause-related marketing, also known as cause marketing, pairs a 501 © non-profit with a for profit business to raise funds and awareness for a worthwhile charitable cause.  It is a win-win scenario – 1) the for profit business is positioned as a good corporate citizen dedicated to philanthropy and 2) the charitable cause benefits from donations.
 
Research shows the following key findings as it pertains to a company’s cause-related marketing initiatives.

• “Seventy-three percent of Americans consider a company’s charitable work when making a purchase.” (Source: Mintel)

• “Half (50 percent) of Americans say they would switch to a company that supports a a cause they believe in.” (Source: Mintel)

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• “Nearly two-thirds believe it is a company’s responsibility to give back (65 percent) and to have a moral or ethical viewpoint (64 percent), while around half expect brands to improve the local community (53 percent) and to donate proceeds to charity (49 percent) (Source: Mintel)

 
In this blog, Allen Marketing Communications, Inc, a Non-Profit Cause Related PR Agency in NYC, shares insights on how companies, small and large, can include cause-related marketing as part of their overall strategy.
 
Cause related marketing initiatives are becoming increasingly popular among businesses looking to make a positive impact while also promoting their products and services. There are six different types of cause-related marketing initiatives: advertising, sponsorships, licensing, direct marketing, facilitated giving, and purchase-triggered giving.

• Advertising is one of the most common forms of cause related marketing initiatives. In this type of initiative, a business creates an advertising campaign that promotes a particular cause. The advertisement can be in the form of a print ad, television commercial, or social media post, among others. The goal is to create awareness for the cause while also promoting the business's products or services

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• Direct Marketing provides a platform for a business to communicate directly with its customers about a particular cause. This can be in the form of a letter, email, or other communication. The goal is to educate customers about the cause and encourage them to take action, such as making a donation or purchasing a product. 

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• Facilitated Giving enables a business to facilitate donations from its customers to a particular cause. This can be in the form of a donation button on a website or app, or through a point-of-sale system in a physical store. The business may also match a portion of the customer's donation.

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• Licensing allows a business to support a cause or organization and creates a product that incorporates the cause's branding or messaging. The business pays a fee to the cause for the right to use its branding or messaging, and a portion of the proceeds from the product's sales are donated to the cause.

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• Purchase-Triggered Giving allows a business to donate a portion of the proceeds from a particular product or service to a cause. The customer's purchase triggers the donation, and the business may also promote the cause through its marketing efforts.

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• Sponsorships enable a business to partner with a particular cause or organization and provide financial or other types of support. In return, the business receives recognition and exposure for its brand.

 
Choose A Charity That Suits Your Brand
Finding a cause that complements your brand is the first step in integrating cause marketing into your plan. Companies should choose a cause that appeals to your target market and is consistent with the principles of your brand.

​Align With A Charitable Organization
The next step is to collaborate with a nonprofit organization that supports the company’s core values. Choose a charity that is well-known in your area or whose goals are consistent with your company.

Create A Marketing Strategy
It's time to make a marketing strategy with a Cause Related Marketing PR agency in NYC. You should have a budget, marketing materials, and an event schedule in your strategy. To reach a larger audience, make sure your marketing strategy incorporates both print, broadcast and online media.

• Authentic and genuine communication is key to the success of your company’s cause marketing communications – media relations and social media.  It is important to support causes that align with your company's core values.

• Leverage influencers to spread the word about a specific cause or to motivate their followers to take action.  Once again, it is important to make sure that the influencer's values match those of the cause being promoted is crucial when utilizing influencers in this marketing effort. By doing this, authenticity will be enhanced and allegations of "greenwashing" or "cause washing" would be avoided in the cause-related marketing campaign.

• Use augmented reality (AR) to develop engaging experiences that promote a certain cause. This might include developing augmented reality (AR) applications that enable users to see the effects of deforestation in a specific region or developing virtual reality (VR) experiences that transport users to areas impacted by environmental catastrophes.

• Embrace technology to simplify the process for customers to support a cause. For instance, businesses may develop mobile applications that let customers join petitions or donate money from their devices.

• Use LinkedIn to promote non-profit goals and to expand your network of potential donors and supporters. Research shows LinkedIn will replace Facebook as the social media network used by organizations and nonprofit professionals.

 
Allen Marketing Communications, Inc. team of non-profit specialists can help companies develop successful cause-related marketing campaigns. Give us a call.
 
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.