Page 111 - Customers Final
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FROM IMAGINATION TO SUCCESSFUL PRODUCT LAUNCH
TIP 11 LOCALIZED TOUCH POINTS
The importance of local touchpoints cannot be
discounted. Creating a form of local customer
experience which involves a local touchpoint which a
person can easily relate to has become more and more
valuable.
People love to buy but they don't like to be sold to. If
they feel they are not being sold to they will emotionally
attach their local experience to your product instead of
what you tell them to emotionally attach to.
This experience is all complemented by providing that
local touchpoint, in other words, somewhere that the
customer can touch and feel the product. This can be
done by providing small free samples. I am sure
everyone will remember the small toothpaste samples
that were given away some years ago.
I remember launching three different niche products
into the market all at the same time. The entire launch
plan was built up over a six to eight month period, and
the final execution occurred at one of the largest trade
shows in the world. When there is so much competition
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