Think about the following building materials and what they have in common: SharkBite EvoPex push-to-fit plumbing; the Covestro PUReWall prefabricated, insulated structural wall panel; and DryVit’s NewBrick, brick that weighs a fraction of conventional brick.
These are three examples of new building materials launched within the last 24 months that promise easier or faster installation.
Lighter weight bricks? Plumbing that contractors can more quickly assemble? These are pretty compelling promises for contractors struggling to find skilled workers and train greater numbers of new hires.
These are the kinds of promises that make sense for today’s builders and contractors. They’re so strapped for time, they’re not going to change routines to try something new unless they believe it will give them back time, with no repercussions to their reputation.
Requirements for a Successful
Product Launch Strategy
Part of the success behind these launches hinges on getting the message across quickly. Manufacturers launching labor-saving devices or time-saving products need to make a clear connection between product performance and time and ease. Getting there is a three-step process:
- Comprehend how the building product fits the customer’s experience. Think about how your product complements what customers are already doing. What kinds of time or labor improvements will result when they switch? Say the new product is drywall that’s 40% lighter than current products but gets installed in exactly the same way. Contractors can hang more drywall in less time with fewer workers, without making other changes.
- Demonstrate you understand the customer’s challenges. Understand the customer’s day-to-day pain points — especially the ones your product solves. Show that you know why builders and contractors are reluctant to make a change. Then talk about why the product is easy to sample; specify; order; receive; and/or use.
- Use messaging that compels action. Understanding product fit and improvements should lead to compelling messages about making a change. Once you’ve clearly communicated why the product is different because it saves time and/or effort, make the case for conversion. Use messaging that asks customers to learn more, to give it a try, and to raise their hands.
In this market, new building materials have to do more than perform. They also have to speak to the pressing needs of time-strapped customers.
For more suggestions on launching new building materials, request our whitepaper, “Launching New Building Products in a Growing Market.” And check out next week’s post on refining the customer experience across areas like sales, service, logistics, and more.
If we can lend advice for an upcoming building product launch, give us a call. We’ll help profile your customers, share creative insights and build compelling strategies.