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. Graph of ExpectationsThis 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.
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 live online 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.
Source: http://videotechnologynews.com/new-product-or-service-whats-in-it-for-me/
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