OPINION WAYNE BLANCHARD
new business, or does it simply shift a purchase from Product A to Product B? Here’s an astute quote: ‘Computers are
Who needs new products? A
With 2011 suggesting a brave new world for the industry, Wayne Blanchard, former senior marketing manager of Sabian, reveals some of the perils he sees with new product and suggests how to handle the onslaught of fresh gear…
s a consumer and marketer, I love new music products. But are they all necessary? Does new product create
useless. They can only give you answers.’ Thus was Pablo Picasso's take on a then-new product that, surprisingly, given his creative bent, seemingly made little impression on him. Like Picasso, I often see new product as an explanation in search of a rationale. In other words, a lot of new product appears to be an answer without a question. If you were at NAMM, you will have noticed the usual onslaught of new gear. But is it what you need for your business? Indeed, when was the last time a manufacturer (or distributor) sat you down and asked, 'What is the one product our company could produce that would really create business for you?'
40 miPRO MARCH 2011
Has that ever happened? Some companies seek consumer input, but that audience can be fickle, with responses ranging from existing product they’re unaware of, to ‘I want my own signature model’. But you should know what you need. And your suppliers – thanks in part to your input – should also know. What you might need is no new product. Yes, no new product. Some years ago I
The market buzzes on new product, but does it grow the business?
suggested that a company go to NAMM with no new product. ‘Are you crazy?’ was the response from the sales people. ‘We sell a load of new stuff at the show.’ They didn’t listen. But the following year they did and the response from dealers and distributors was, so I was told, great. Why? Because it meant they could focus on selling the new product they’d ordered at
The likelihood of success – longer term, profitable success – is not great for many items.
“ Wayne Blanchard
the previous NAMM, but didn’t take receipt of until half way through the year. “I like new product,” said one South American distributor. “But my warehouse and shops are full with last year’s new product. When it does sell, do we need 2011’s new product or do we need more of the 2009 and 2010 product because it is becoming so popular? Why not sell them what they already know and like?” It can’t be applied to all
new products, but I approve the gist of his logic. Like you, manufacturers
have their own set of challenges, and theirs can be really big on a number of fronts, which prompts me to wonder why some invest so heavily in annual launches. After all, new launches are expensive and risky. Sure, there may be reasons to do so, but how valid are
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