I begyndelsen

Det største erhvervsmæssige høj, at finansielle tjenesteydelser Marketing direktører opleve er at bringe en vision til markedet gennem et finansielt produkt eller serviceinnovation. Søger at opleve den samme eufori at store opfindere som Benjamin Franklin eller Thomas Edison må have følt, følger de deres drøm om at gennemføre et finansielt produkt idé, som de mener vil generere betydelige meromkostninger salg. Desværre, denne drøm sjældent bliver virkelighed.

Vi har fulgt finansielle produktlanceringer i mere end to årtier og nu anerkender, at fejlrate af finansielle produkter og tjenesteydelser er langt over 80%. Trods disse odds lever at søge efter den næste store finansielle produkt idé i hjerter og sind af næsten hver værdig finansielle tjenesteydelser marketingdirektør.

Kun et par årtier siden, var det store flertal af nye finansielle produkter og tjenesteydelser tilføres markedet vellykket. I dagens rodet konkurrencedygtige finansielle tjenesteydelser markedsføring miljø, men stort set alle finansielle produkt og service kategori har modnet og er overrepræsenteret. Nu, for at blive en markedsplads succes, en ny finansielle produkt normalt har til at tage markedsandele fra allerede etablerede mærker.

Finansielle produkt og service kategori har blevet så mættet, markedsstrukturer udvise, hvad økonomer kalder monopolistisk konkurrence. Denne tilsyneladende oxymoron beskriver et marked hvor ingen enkelt mærke dominerer, hvor priskonkurrencen kan være intens og hvor differentiering mellem konkurrenter er ikke så meget i ydelse som mærke perception.

Når planlagt og orkestreret effektivt, produkt lancering aktiviteter omkring indførelsen af en ny finansiel produkt eller service kan være så stor en faktor i dets succes som dens design eller prissætning. Erfarne marketingfolk ved, at:

Pre-Launch aktiviteter bør opbygge forventning og interesse, mens interne aktiviteter bør yde entusiasme og støtte til det kommende produktlancering.

Produkt lancering aktiviteter bør bygge synlighed og momentum.

Efter lanceringen aktiviteter bør fastholde den interesse og fremdrift og tjene som fundament, virksomheden kan bygge en vedvarende, kumulative markedsføringsprocessen.

Der er store omkostninger forbundet med svigt af nye finansielle produkter. Vi har gjort en række Obduktioner på mislykkede finansielle produkt og service lancerer og har konkluderet, at følgende nøglespørgsmål er de største inspirationer til nye finansielle produkt og service succes eller fiasko:

Folk håbe altid for nye og bedre koncepter og tilgange, der tilbyder løfte og tilfredsstillelse. Derfor skal produkt lancering positionering og messaging fuldt ud anerkende at kunder købe forventninger, ikke produkter og tjenester.

Ikke undervurdere betydningen af et produktnavn. Et godt navn kan tjene som en markedsplads banner, der genererer større synlighed — og accept. Et navn, der kommunikerer fordele får ekstra kilometertal og giver muligheder for effektiv, lavere omkostninger branding.

De fleste produkt lancering omkostninger er undervurderet. Budget passende for en effektiv lancering — derefter tilføje mere til budgettet.

Der er meget at være lært af produkt lancering fejl af andre. Det er vigtigt at forstå præcedens og Lær at foregribe problemer. Uvidenhed i dette rige resulterer aldrig i bliss.

Oprette relevante differentiering på markedet. Me-too produkter og tjenester kan være nye for din virksomhed, men repræsenterer “mere af det samme” til jeres indskyde afsætningsmarked. Med ingen konkurrencemæssig fordel, vil du har brug for en ublu budget til at generere spænding og købe succes.

Selv de bedste finansielle produkter eller tjenester vil ikke uden passende distribution og salg støtte. Line up distribution muskel før indførelsen og sikre, at din distributionskanaler forstå produktets fordele og er tilstrækkelig motiveret.

Finansielle produkter og tjenesteydelser, uanset hvordan de er mærkevarer, vil altid være bundet til den pensionstegnende virksomheds image og omdømme. Det er derfor især vigtigt, at attributter og meddelelser, der er forbundet med det nye produkt er strategisk overensstemmelse med brandidentitet af dets sponsor.

Forstå, at succes følger sandheden. Oprette en overbevisende værdi proposition og gøre alt for at overstige forventningerne.

Når et finansielt produkt eller service er blevet udviklet, er marketplace test det næste vigtige skridt. Men vi overbevist om, at fokusgrupper som forbruger produkter marketingfolk overdådige ressourcer er hverken passende eller omkostningseffektive for finansielle tjenesteydelser markedsføring. I stedet give fokuseret one-on-one interviews med distribution kanal repræsentanter og target markedsudsigter en mere dybdegående og intime læsning af behov og ønsker i marketplace.

Årsagerne til den høje sats af finansielle produkt og service fejl er ofte den samme: manglende evne til at identificere og appellere til marketplace behov og ønsker; undladelse af at give relevante differentiering fra mere etablerede mærker; manglende effektivt etablere og motivere distributionskanaler; undladelse af at oprette beskeder der giver genlyd med målmarkeder; og manglende evne til at leve op til forventningerne. Faldgruberne er indlysende, og alligevel finansielle tjenesteydelser marketingmedarbejdere falder i dem igen og igen. Pogo sagde det godt: “vi har set fjenden, og han er os.”



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