It takes time to develop and launch products. Consequently, many companies know 6—12 months ahead of time that they will be launching a new product.
(A)
This marketing technique is called demand creation. It involves creating a buzz about a new potentially revolutionary nutrient or training technique through publishing articles and/or books that stimulate the reader’s interest. Once this is done, a new product is launched.
(B)
Over a series of issues, you begin to see more articles discussing this new nutrient and potential to enhance training and/or performance. Then, after 4—6 months, a new product is coincidentally launched that contains the ingredient that has been discussed in previous issues. Books and supplement reviews have also been used as vehicles to promote the sale of fitness and nutrition products.
(C)
In order to create interest in the product, companies will often launch pre-market advertising campaigns. In the nutrition industry, articles are often written discussing a new nutrient under investigation.