The More Innovative A Product Is, The Tougher It Is To Bring It To Market

By Jules Pieri, Founder and CEO, The Grommet

It seems counter-intuitive. After all, everyone is looking for the next breakthrough product, a game changer that redefines how we perform a task or turns an everyday object into something remarkable. And yet, consumers and retailers, both in-store and online, won’t take a chance on an invention if its function can’t be discerned at a glance. The reality is this:  A product on a store shelf can’t speak for itself.

Take a product like Sugru, a self-setting rubber that we sell on our product launch platform, The Grommet.  It’s the next WD-40, the product that every household will want to have in its arsenal. It functions as hacking putty and its possibilities for fixing, patching, creating and improving household items are endless. But here’s the problem: it doesn’t look like much — just dabs of goo. It’s up to us to explain how the product actually works and to illustrate the creator’s purpose and excitement. This is where the power of engaging, explanatory video comes into play.

At The Grommet, we didn’t just tell the story of Sugru through the traditional means of text and photos. We took it a step further and created a 2-minute video that explains what the product is, how it works, the story behind its creation and all the ways it can make the consumer’s life better. We even reviewed the product based on personal use because our expert curation team tested the product themselves. We didn’t just tell consumers that Sugru can fix broken shoelaces, busted headphones, cracked flowerpots or protect the fragile corners of your smart phone — we showed them.

We give this supercharged amplification to nearly every product we launch. Sometimes you need to see a product in action to make the connections, to see how useful it can be.  Most importantly, we feature the inventors or founders in our videos.  In the case of Sugru, the founder’s charming Irish accent and sincere passion immediately grabs the video viewer, creating understanding and connection.  This first hand explanation on why he or she has dedicated blood, sweat and tears to the invention gives viewers a sense of excitement and the feeling that they’re participating in something special.  Not to mention getting a first-look at a fantastic product that’s just hovering under the radar of consumers.

Not every online seller has the capability to create in-house videos for its products yet there are several ways to make the sure the product pops off screen.  If you’re looking to create a more compelling experience for your customers or want to get larger retailers interested in something new, here are some tips to get started:

Don’t just sell your product. Tell its story.
More and more consumers say they care where their purchases come from and the stories behind them. By filling this need, you’re bringing much needed attention to entrepreneurs like yourself, who deserve it.

Don’t sit behind a desk to describe the product. Show yourself and your product in its native environment. Give the story some texture.
We like to let the inventor tell the story. The Grommet always features footage from founders to show the product and founder in its native environment. The founder can always tell the story best, and this builds trust between inventors and consumers. And don’t underestimate the power of turning the camera away from your face and towards your lab, factory floor, or the landscape outside your window.

Get to know your audience. Speak directly to them.
Your community will be your best ambassadors if you resonate with them. Make sure you take the time to understand them, know what they care about and respond to their feedback. It will require more time upfront, but will be sure to pay off in the long run.

Provide information about the product that retailers will want to know.
If your long-term goal is to get your product into retailers (big or small) make sure you communicate the product’s true values. Research your target retailers and find out what they like to see. Also, don’t be afraid to ask them – making those early connections can be crucial.

Demonstrate social proof: first hand examples of how it’s used.
People want proof that a product works and will be a big seller. The best way to provide this for prospective consumers is to show actual customers using and loving the product. This can be easily accomplished via social media. Gather some video testimonials to help make your product shine.

Jules Pieri is Founder and CEO of The Grommet: a product launch platform that discovers and celebrates inspiring and innovative companies. These are companies making trustworthy products that deserve support. Jules started her career as industrial designer for technology companies, and was a senior executive for large brands such as Keds, Stride Rite and Playskool. The Grommet is her third startup, following roles as VP at Design Continuum and President of Ziggs.com. Ziggs was sold to Reputation.com in 2010. She completed her undergrad degree, summa cum laude, at the University of Michigan and people tell her she is the first designer to graduate from Harvard Business School. She is a 2013 Entrepreneur-in-Residence at Harvard Business School.