By k | September 22, 2008 - 6:00 am - Posted in Marketing

When I worked for a certain beverage company
and Pepsi, the competition,
tested a new product,
we would buy pallets full of
product
before it even hit the store floor.

We’d then tear the product
apart in labs
and ship it
to co-workers across the world.

Pepsi’s sales would spike
in these locations
but they weren’t real sales.
They were,
as Robert McMath calls them in
What Were They Thinking?
(a must read for any product developer)
Falsies.

The more shelf stable a product is,
the bigger the magnitude of the falsies.

If you’re using test markets
to judge sales potential,
make sure they are real sales.

This entry was posted on Monday, September 22nd, 2008 at 6:00 am and is filed under Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Leave a Comment

Please note: Comment moderation is enabled and may delay your comment. There is no need to resubmit your comment.