Jump Into Innovation

When an innovative product comes along, buzz ensues. Company announcements, advertising, and product demos make the innovation known to the consumer. In other words, it becomes “the next best thing since sliced bread.” The innovation can lead a company to continue a culture of innovation, reinvent themselves, or even propel a company into the limelight of the consumer marketplace.

But how did the innovation occur? Where did the product idea come from? How did it successfully transition from idea to shelf? These questions are sometimes, but often not, answered. For those companies looking to innovate and need a “jumping off point,” here are some questions to get your team started:

 What kinds of new products are consumers looking for? (If you don’t know- Ask them!)

 What is important to your loyal consumers?

 Is there an interesting new product category that can be feasibly implemented?

 What is missing in the current marketplace (Product, improvement to a product, re-design, etc)?

 Is there a price point missing from the current marketplace?

 What demographic does your company need to reach or expand into?

 Will this innovation expand your consumer reach?

 Will this innovation make consumers’ lives easier?

 Does the innovation have the ability to be a “game changer” in its category?

 Does the innovation have the potential to stay current (i.e. not a fad or short lived trend)?

 Will the innovation fit into the current brand line(s), or can it be a stand-alone brand?

 Can the innovation be applied to future product lines and added SKUs?

 Does the innovation align with the companies’ values and messaging?

 Is the innovation eco-friendly, sustainable, and/or philanthropic (i.e. partial proceeds go to charity)?

Once your team begins to answer these questions, you may find you need to add more minds to the mix. Nottingham-Spirk’s in-house capabilities range from ideation sessions, product design, prototyping, market & consumer research, and packaging & graphic design. We help companies bring innovative products to market that consumers use every day. Learn more at www.ns-design.com

Related Reading:

How to Innovate in Business

BusinessWeek: 5 Ways to Innovate in a Recession

CNNMoney: How to Innovate

Home is Where The Food Is

The Summer may be over but “staycation” frugality is here to stay. Now that school has begun and Fall weather is starting to emerge, consumers continue to focus on family, friends, and saving money.

Home-made lunches are a staple of the new economy that keeps family budgets under control while providing healthy options for kids that might otherwise head over to the pizza line if they had cash in hand. CBS The Early Show (among others) even had Back-To-School special segments showing parents how they can make cost effective, quick, and tasty lunches kids will actually eat.

Family dinners are made easier than ever with new supermarket aisle products that microwave in minutes, or can be assembled and prepared beforehand. Not only do the user-friendly options allow kids and parents to work-together to make meals; eating dinner together as a family creates an atmosphere where families can bond. Heinz was profiled by Advertising Age in an article that emphasized the importance (and increased revenues) of recognizing this consumer trend.

Spending time with friends remains a strong theme as consumers are looking toward the Holidays with expectations of parties and social gatherings in the home. According to recent research from Information Resources, Inc. “93% of consumers’ holiday plans include getting together with family and friends over the dinner table and at parties.”

 So, how can CPG food and beverage companies us these insights to their advantage?

If your products include single-serving options, display them in high-traffic locations that will attract consumers looking for simple items to toss in their kids’ lunch. If your products come in larger or bulk packaging, illustrate to consumers how it can easily be broken down into smaller portions. If your product is not a traditional “brown bag” food but could be, market it that way!

Play up the advantages of your product (or line of products) as easy-to-make, family-friendly meals. Some ways to drive consumers to your product would be to hold sampling sessions at local supermarkets, sending out product samples to consumer homes, and creating an intuitive website for your consumers to find and share recipes.

Show consumers your products’ party-side, such as how they can assemble eye-catching and delicious appetizers, main courses, and dessert trays. Again, it’s beneficial to incorporate a website featuring how-to guides and recipes. Another way to immediately show consumers great entertaining options is to label products with at least one recipe including an image of the completed dish.

Offer packaging that is easy to use, can be resealed (if need-be), and is reusable and/or recyclable. Many families are not only interested in saving time and money, but also saving the environment. Packaging that addresses consumer needs and concerns only make the product even more irresistible.

Emphasizing your brands ability to provide products that enrich consumers’ lives by bringing family and friends together, saving them money, and are simple and easy to use, are the key ingredients to a successful product mix.

Additional Info:

Fresh Ideas Group: Top 10 Consumer Trends

Today’s Generations Redefining Comfort Food