As a new employee to The Pert Group, I’m working on getting up to speed on everything I need to know to succeed here. While sitting in a brainstorming session for one of our clients, I realized that being a new employee is very similar to being a new brand or product. Much of the advice that applies to me also could be used by a new company or an existing business launching a new product.
- Be patient
Just as it may take some time to learn all the details about a new job and company, it may take time for a new brand or product to make a splash in the market. Amazon.com sold its first book in July 1995, but didn’t have a profit until the fourth quarter of 2001. Sales in the first quarter of 2012 were over $13 billion.
- Ask questions
Asking questions as you get started at a new company is key to learning your job faster. Similarly, brands should solicit feedback from customers to evaluate the company and its products. When Febreze was launched in the mid-1990s, the product didn’t initially catch on. The marketing team spoke to customers to determine the issue with their campaign, gained insights, and retooled advertisements. Within two months, sales of Febreze doubled and Febreze products now account for over $1 billion in annual sales.
- Offer things up
Having special offers or free products may help turn customers onto a new brand or product while new employees can endear themselves to co-workers by offering to help with existing work and projects. While the success of its execution can be debated, KFC partnered with Oprah Winfrey to launch Kentucky Grilled Chicken. Customers who downloaded a coupon within a two-day period could receive two pieces of chicken, two sides, and a biscuit to try the new product.
- Put yourself out there
New employees should volunteer for committees and activities to become more visible in the company and get to know other employees. In the same way, brands can become active with various forms of social media, have a website customers can go to for information, and invest in advertising to increase their visibility. When Burger King rolled-out new menu items earlier this year, the company created television advertisements featuring celebrities such as David Beckham, Jay Leno, Salma Hayek, and others to make a splash.
Just as it takes some time to “fit into” your new office, it takes time to find a comfortable space in the marketplace. Here at The Pert Group, my co-workers have been open and welcoming, but you probably won’t find the same thing from your competitors when launching your new brand or product. Let us help you ease into the market. Our experts have experience in a wide variety of industries and can help position your brand, define your optimal targets and develop a plan for long-term growth. Just because you are new doesn’t mean you have to feel alone. How can we help you today?
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