They say step number one is admitting you have a problem.  Brand stewards have big questions stirring in their heads sometimes:  “where are people talking about us?”, “how big of a bang am I getting on this program?”, “am I actually generating the level of buzz I need to create awareness for my brand?”.  So, of course, consultants like us love to try and answer that question.  In an article we wrote on product launch, we give our take on the old saying “it’s a mixture of art and science”:

The tools used in the product launch process, such as market sizing and market research methodologies, alpha and beta frameworks, launch checklists, etc., are “the science”,  whereas, deciding on which tools to apply and how to apply them, is “the art”. 

Well, when it comes to the science of monitoring web presence and social media impact, I must admit my addiction to Trendrr.  I haven’t been using it long, but so far I’ve found it incredibly useful for gauging the play certain terms, brands, companies, and people are having on the web.  For any given topic, you can get everything from the number of matching Twitter posts per hour to the number of Google searches conducted.  The best part is you can create your own data sets which will be captured and synthesized for you.  This is particularly useful if the term(s) you’re searching for are too obscure or not mainstream enough for Google trends.  You can also easily compare sets of data by using the Trendrr sketchpad, a spiffy feature that allows you to mashup multiple data sources into one easy-to-read graph.

Of course, measuring online brand reputation is not all about quantity .  Quality, tone, passion, and other factors can be just as important as prominence.  For a great list of free social media monitoring tools, I’d recommend starting with Andy Beal of Marketing Pilgrim’s 8 Essential Free Social Media Monitoring Tools.

So, while measuring and assessing brand reputation on the web can be an all-consuming exercise, simple free tools like Trendrr can be a great place to start!

There was a great article yesterday in AdAge that talks to how McDonald’s has shifted away from national introductions of new offerings.  For the launch of the McCafe menu items, McDonald’s is relying on its franchise operators to manage and execute the initial marketing.

Based on our knowledge of McDonald’s, franchisees are likely being supported by McDonald’s regional marketing managers, who are there to oversee such efforts and ensure they’re in line with corporate branding.  But the fact that corporate is ceding control to franchise operators for such a significant product roll-out is a very noteworthy milestone.

Some franchise operators have even gone so far to develop websites to help customers within their footprint to check if they’re is a local McDonald’s already serving up McCafe items.

You can learn more about our thoughts around managing similar national and local marketing issues by reading our paper, Striking a Balance.

Earlier today I read a really interesting article on CNN.com on Carbon Motors, the designers of a new law enforcement vehicle that’s been getting a lot of press lately.

Unlike other law enforcement vehicles, the Carbon Motors car was developed with input from over 3,000 law enforcement professionals, and apparently it’s getting rave reviews from potential users and with good reason.  Rather than settle for a modified street legal car designed by engineers, the Carbon Motors car has been indirectly designed by other law enforcement officers.

One of the differentiating factors in Carbon Motors’ new product development process is its Carbon Council, which is “designed for our team to obtain honest and candid feedback from people who are either involved in the process or who drive the vehicles.”  There’s an open invitation online for anyone who qualifies.

For us, this case validates research and learnings we’ve accumulated through prior client projects on launching new products and services.  You may want to read one of our recently published papers, “Improving Product Launches” as well as what panelists at our most recent forum had to say about the importance of customer insight in the sucess of a product launch.

Check out photos from our most recent Executive Forum on product launch:

A short article in Brandweek recently brought my attention to the next evolution of the New Balance love/hate campaign. As a chronic snooze button addict who shares a dramatic on-again, off-again relationship with running, I couldn’t be happier to see that New Balance is not only continuing the love/hate campaign, they’re taking it to the next level by extending it to the customer experience.

(Check out one of the ads from the first round of the love/hate creative.)

New Balance is launching a “Total Fit” campaign that includes new creative but also features the placement of 275 trained Fit Specialists and point-of-purchase displays in retail locations. While I look forward to checking out the ads that will be launching March 16, I’m more interested to see how New Balance does with the fit specialists.

Specialty running stores offer a buying experience that lures runners in with the promise of talking to an expert who can help you find the right shoe—the one that will lessen pain and make running easier. And it works too (It helped me find my way to the Asics I’m running in now). New Balance is looking to extend this same kind of experience to national retailers like Dick’s and Modell’s. They are placing bets not only on the advertising, but also on the buying process by finding a creative way to establish a presence during the purchase experience.

I’m in the target demographic for this campaign, and it’s obvious this message is grounded in consumer insight and in line with New Balance’s brand and mission. It simultaneously tells consumers something about the company but also something about themselves.

But even as a sometimes runner, I will tell you it really does come down to the shoe and how it feels on your foot. So the real question is, can New Balance tip the love/hate scale and win over runners with the promise of Total Fit? While I don’t know whether I would be willing to leave my Asics behind, I just might be willing to slip on a New Balance shoe and find out.

The most recent issue of Perspectives, our e-newsletter is now available online.  Includes several articles:

• The CMO’s Agenda
• Putting the Microscope on Marketing Performance
• Improving Product Launches

You can also read what panelists had to say out our forum recently held in Washington, DC

Last Thursday morning, CMG Partners hosted a panel discussion on why new product launches fail and how the launch process can be improved.  Almost 100 marketers from across DC, Northern Virginia and Maryland listened as our 4 panelists:  Kiera Hynninen of the National Geographic Channel, Chris Brozenick of Weatherbug, Jessie Merrell of Honest Tea and Mark McNealy of Intelevision  shared their views on what has worked and not worked in their product launches.  But some of the most intense conversation focused on the impact of our ongoing economic crisis on their product launches and how they are dealing with the new realities.

In the next few days, a more complete overview of the discussions will be published at www.cmgpartners.com, but to get you started, here’s some of the more provocative opening thoughts from the session:

• “A Darwinian process is under way. The weak are being taken out. There will be a drastic, painful process that will mandate reinvention. It will be drastic and dramatic for the individuals. But it will cause rebirth. Those with the next generation ideas will replace the older models.”

• “We should seize this opportunity in an aggressive way. What I see out there right now are brands going under, some of our strongest competitors are now gone. Innovation needs to be very strong right now. We can’t become stale in the marketplace. Now is the time to be innovative!”

• “Invest in R&D. You need to put effort into ideas…something that may stick today, may not have worked in the last few years. Invest to get a lot of new products out there and don’t be afraid to try new things.”

Let’s continue the conversation started  last week.  Post your ideas, thoughts and questions on what it takes to have sustainable, successful new product launches given today’s market realities.

Despite the importance that new products and services can play for the growth of a company, only 1 in 10 new product succeed.  Why do so many struggle to launch successful new products and how can these challenges be avoided?

CMGP Partners is hosting an executive forum to discuss this issue at the Hilton Tysons Corner in McLean, Virginia this Thursday, February 26th.  We’ve assembled a great panel of experts to talk about common mistakes in the launch process and innovative solutions to may increase the likelihood of success.

Panelists include:

• Jesse Merrill, Director of Marketing, Honest Tea
• Kiera Hynninen, SVP Marketing, National Geographic Channel
• Chris Brozenick, VP and General Manager of Mobile, WeatherBug
• Mark McNeely, Chairman and CEO, Intelevision

If you’re interested in attending, please click here to register online

You can be invited to future events by registering for our quarterly newsletter

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