When possible, launch new products as a product family. Families appeal to a larger audience. While at Enertech, we launched the new ASME Pipe Snubber product line referred to as the Phoenix Line. The family designed to restrain power piping during emergency events, included various sizes and stroke-length pipe restraints.
The advantage that a family gives to your sales channel goes beyond a larger audience of applications. Many clients will look at this single-featured product as too new to the marketplace or too risky for initial adoption. Technical clients lean on product history and reputation.
A Product Family launch with 6, 10, 18 unique and distinct product models or SKUs, along with printed media, and online presentations, including, but not limited to, Qualification Reports, Certifications, Testimonials, Product Ambassadors, and Advertising Campaigns will stand as a product family worth adopting into the process facility.
