Keeping Product Launches Secret
Mystery and secrecy have been an important strategy for many companies that design, develop and manufacture products. Businesses such as Apple and many other household names, stand out as enterprises which have woven this strategy into their marketing practices; in particular, giving their fans and customers just enough information in advance of a product launch but never too much.
All is developed in secret. Just think about what happens with the development and launches of new iphone models. This phenomena is very present in consumer based markets where time to market and building media hype around that product is critical to its success. However, it is not only in B2C that we find this approach but across the whole of the B2B space where time to market is often critical – being first to market is the competitive advantage.
Outsourcing Design To Fans & Followers
Clearly, ‘keeping mum’ has its place in any competitive landscape. It is a tried and tested strategy. However in some arenas the approach taken by product led businesses is changing. Well, more correctly it is evolving. Perhaps an even better way to put it is that prototyping and market testing by focus groups is being outsourced.
We’re beginning to see a pattern of organizations connecting with outside communities in the design, prototyping and manufacture of new products; an approach where 3D printing and additive manufacturing in general plays a significant part in bringing products to market.
Some examples:
Back in 2014, Hasbro the large manufacturer of toys (e.g Transfromers, My Little Pony, etc) began testing designs of new toys with customers, one would describe as fans or a select focus group.General Electric the industrial powerhouse also launched a challenge to design bracket used in supporting one of their jet engines.
NASA launched a contest for astronaut tools which could be 3D printed.
More recently, the Pinshape marketplace for 3D printable files, announced a brand partnership and conpetition with ELLE Time & Jewelry. A well known manufacturer and distributor of jewellery and timepieces.
ELLE Jewelry is a great example of how a major brand is evolving their approach to the product lifecycle. They are sourcing ideas for new designs which can be prototyped using 3D printing and then mass manufactured through traditional means. This type of outsourcing to online communities is very powerful as it taps into a very large base of designers and those using 3D printers. What is more, the approach is fast, diverse and fun too.
Brand Equity At Risk From 3D Printing
So why are more companies not rushing to adopt this practice of community led outsourced design and prototyping?
The barrier is the legal risk with regard to copying but more than that it is a classic fear that most marketing executives possess. Hard won brand equity needs to be protected and once released into the wild (i.e shared or diluted), many may think that damage can be done to their brand equity within the whole marketplace. However, the reality is somewhat different. It is actually a question of education or more correctly lack of. Times have changed and technology has moved on. Whether a 3D model is available or not, many products can be scanned, digitized into a 3D model and reproduced in no time at all.
The real question is whether businesses will choose to work with design and 3D printing communities or try to maintain brand value through secrecy and ultimately legal means.
Time is going to tell but some may believe for many product led businesses, the writing is already on the wall. The film and music industry are very good examples to consider. The ability to use design and 3D printing communities is perhaps one to be embraced and indeed profit can be made from executing such a strategy.
Pinshape is one of the latest businesses to recognize a trend could develop and they want to nurture it through competitions. For their competition with ELLE Jewelry, they are assisting the company to reduce perceived risks by assigning intellectual property rights from the winning designers to the contest sponsor. Of course, the designers in the community still profit from their creativity and labor – substantial prize money and gifts are offered to the winners.