Why Even Great Products Need Great Marketing

In business, we often hear the saying, “If you build it, they will come.” It’s a hopeful sentiment, but the reality is far more complex. A great product, in and of itself, is not nearly enough to guarantee success.

I learned this lesson the hard way during my time at a large food company, where I worked with a research manager who maintained a comprehensive database of hundreds of pre-launch product tests.

These products were, by all measures, well-crafted, carefully researched, and held (the expert team assumed) great promise. Yet, despite this, history recorded that most of them failed to make an impact once launched.

This experience made one thing evident to me: Even the best products need great marketing.

The critical role of marketing in product success

It’s an age-old truth in business that a product without visibility is a product without a future. A well-designed product might solve a problem, but if no one knows about it, it stands little chance of succeeding. Yet, this fundamental truth is often ignored, leading to countless product failures every year.

Thousands of products are launched annually, and while many are the result of hard work and innovation, a startling number never achieve the success they deserve. Why?

The answer lies in a combination of factors, some of which are out of a company’s control, but most of which come down to how well a product is marketed.

The overwhelmed consumer

Aside from the basics of visibility, the first reason many products fail is simple but powerful: consumers don’t need thousands of new products. They never did but, moreover, in today’s economic climate, many are rethinking their spending habits.

The recent cost-of-living crisis has made people more cautious about their purchases, with many scaling back on discretionary spending. Last year, over 60 per cent of consumers reported plans to cut back on non-essential purchases, and more than 40 per cent were dipping into savings just to cover basic expenses.

This trend paints a clear picture – most consumers aren’t actively seeking new products. They’re focused on their immediate needs, and the overwhelming choice in the market makes it harder to grab their attention.

In such an environment, simply having a good product isn’t adequate to secure a place in the consumer’s shopping cart. It’s the marketing message that helps products break through the noise and establish a connection with their audience – a message that gives sufficient rationale to make the change. A powerfully articulated benefit, for example, and/or an emotionally resonant creative idea.

The power of familiarity

The second reason new products struggle is rooted in human psychology. Our brains are wired to gravitate towards the familiar. We make decisions quickly and efficiently by recognising patterns, and in many cases, we tend to choose products that we’ve already encountered or trust.

This tendency to seek out the known is a shortcut that helps us conserve cognitive energy. For example, when I walk into a store, my brain quickly scans for products I recognise and have used before. It’s a mental shortcut that simplifies decision-making but also means that new products often struggle to gain traction unless they can stand out in a significant way.

Consumers’ own brains are not helping them look for new options. Instead, they’re bringing to their attention the things they have already experienced. For a new product to succeed, it has to find a way to hack the subconscious mind, using marketing ideas to get in under the radar. One of the main tasks of advertising, for example, is to attract otherwise disinterested brains to pay attention.

Fame and trust: the undeniable advantage

The third reason new products struggle is because fame and trust really matter. We tend to trust what’s familiar, and this plays into a larger societal tendency to buy from brands that are well-known.

Established brands have a significant advantage because they already come with a reputation. Consumers are more likely to choose products from companies they recognise, and this trust is often linked to the company’s history, marketing, and public perception.

In fact, a global study by Zeno Group revealed that consumers are four times more likely to buy from a brand with a good reputation and six times more likely to defend that brand in a crisis.

This trust isn’t built overnight, and it costs a lot of money or time. It inherently gives established brands a significant edge over all newcomers. For new products, the challenge is clear: you need to build that trust through careful and sustained marketing efforts. Without this effort, even the best new products can fail to make the short list.

Building the right marketing strategy

The key takeaway here is that marketing plays a fundamental role in new product sales success. Even the best fresh ideas will fail without the right communication strategy to support them. As someone who has seen firsthand the power of marketing, I believe great marketing in many categories is even more important than the product itself.

The best way to navigate this challenge is to understand that marketing isn’t a one-off effort but a long-term commitment, and to factor that into your budgets. Building a brand, creating awareness, and establishing trust all take time and money. While you may have an incredible product, the success of that product is determined by your communication endeavours.

This means investing in both short-term campaigns and long-term brand-building strategies – experts recommend 60:40 in spend terms. In today’s landscape, where consumer trust is paramount, aligning with influencers, offering real value through content, and consistently engaging regularly with potential customers is crucial. Every touchpoint should build toward forming a relationship that makes them remember and feel confident in your product.

Final thoughts

Creating a great product is only the first step towards success. Without the right marketing, even the best products can fail to find their place in the market.

My experience in the food industry made this abundantly clear. No matter how good a product is, without proper promotion, it may never reach the customers who would benefit from it the most, as has been the case with the majority of my former employer’s NPD history.

It’s a long, challenging road, but with patience and thoughtful marketing investment, your product can rise above the noise and achieve lasting success.