Product Launch Prep

Part
01
of two
Part
01

Wearable Tech Launches 1

Different wearable technologies have used different strategies to launch their products. According to our research, the most common practices for product launches of technologies like (and including) Casper, HeartMath, Muse, and Gravity Blanket include the reinvention of any ordinary or known product, the use of contents both via online and offline, and launching the product in technological sites, conferences, and organizations. Other insights into product launches of technologies involve selling products in the area of expertise, continuous improvement on the products, and knowing the target market well.

Below is the detailed view into product launch insights of technologies like (and including) Casper, HeartMath, Muse, and Gravity Blanket.

PRODUCT LAUNCH INSIGHTS

1. CASPER

Casper.com has used marketing content in their product launch. It was observed that prior to the product launch, the company had initially made their product highly visible with its contents through different advertising media both online and offline. Prior to and during the launch, Casper piqued the interest of many clients through the reinvention of the buying experience for their target market. During their launch on April 22, 2014, Casper.com live was pushed. They applied great customer service by giving out leather-bound vintage books from Strand Book Store into each box they deliver as well as staff glued on their computer to connect with customers that needed assistance.

2. HEARTMATH

HeartMath has developed and targeted "scientifically based tools and programs" through its research and education divisions (HealthMath Institute). This links the "connection between heart and mind" and strengthens "people’s connection with the hearts of others." The HeartMath methodologies "offer hope of new and effective solutions for the many daunting problems that face society by restoring mental, emotional and physical balance and maximizing every individual’s potential."

The product launch insights of HeartMath consists of utilizing press releases where they have their contents released on their website page dedicated to the information they have released. The company also utilizes other practices for launching through CES by educating the public on how their technological innovation works. Since they target medical professionals, they also utilize educational materials they have available for sale. It helps them promote their products through the introduction of their principles as well as the use of their products.

3. MUSE

InteraXon is the first to make the electroencephalogram (EEG) more portable by producing a slim-sized device called Muse, now Muse 2. It is a wearable device that helps during meditation. The company targets neuroscience researchers and introduced meditation at a new level. This innovation was launched via CES and other technological websites.

4. GRAVITY BLANKET

The gravity blanket is backed by comprehensive research and development of 13 years by the SleepScore Labs, which can be considered as one of its product launch insight as it helped the company in gaining the trust of the public. So, the public trust has already been established prior to launching a product related to the industry or area of their expertise. It utilized video content which paved its way to its fame.

DETAILED INSIGHTS INTO PRODUCT LAUNCHES OF WEARABLE TECHNOLOGIES

  • Reinvention of any ordinary or known product: This insight is evident with the technologies including Casper, Muse, and Gravity Blanket.

  • Ad contents both via online and offline: All products investigated above show the advertising technique that involved the use of contents on their website, social media, press, and print.

  • Launching product on technological sites, conferences, and organizations: It helps any product gets launched in the industry if the company channels the launch through the same industry from where it belongs.
  • Launching products within the area of expertise helps initially, getting a boost for the product in the market: This is what the SleepScore labs took advantage of and it helped Gravity Blanket to successfully launch its product.
  • Never stop improving your product: As there is always an area for improvement, the company should never stop working on continuously improving its products just like Muse which recently launched Muse 2.






Part
02
of two
Part
02

Wearable Tech Launches 2

Casper, Heart Math, Muse and Gravity Blanket have launched and are planning to launch more technologies and products. Notable ones include Muse acquiring Meditation Studio and partnering with Amazon Alexa to provide solutions for Softband users to play a meditation via Alexa as they fall asleep. Equally, L'Oreal’ made “La Roche-Posay My Skin Track UV” — the first wearable battery electronic to measure UV exposure available at some U.S. Apple Store locations. Read on for elaborate insights into these launches as detailed below.

1. CASPER

Casper Sleep is readying for a Wall Street flotation to do well out of the thriving online mattress sellers. In particular, the company is preparing to interview investment banks regarding the company’s approaching flotation. Renowned individuals who have privately invested in the company include 50 Cent, Adam Levine, Ashton Kutcher, Kevin Spacey, and Leonardo DiCaprio. The company has appealed to millennials by intensively utilizing social media and marketing campaigns. Presently, Casper competes against successful companies such as “Purple, Turf & Needle, and Nectar Sleep” that manufacture related D2C (direct-to-consumer) products.

2. HEART MATH

HeartMath epitomizes the best of science-based programs getting adopted across schools and institutions. Launched following the efforts of the AHS addiction and mental health staff, the program will be available in 34 schools in the region from Conklin to Fort Chipewyan. Over 1,000 schools across Great Britain and North America have adopted HeartMath. Even institutions are adopting the program. For instance, The American College of Lifestyle Medicine (ACLM) included the program to its “Lifestyle Medicine Corporate Roundtable.”

HeartMath is approved by over 300 peer-reviewed and independent studies reporting positive outcomes after utilizing HeartMath techniques. Besides, over 12,000 citations reference the technology whose top clients include Boeing, Blue Cross Blue Shield, Cleveland Clinic, Duke Medicine, Kaiser Permanente, Lucile Packard Children’s Hospital, NASA, and Stanford Business School. Overall, HeartMath is a cut above other rival techniques and has raised the bar for stress and HRV technologies and applications for the CTA (Consumer Technology Association) and the Stress Standards Committee for the CES (Consumer Electronic Show).

3. MUSE

Muse launched its latest product at the “Consumer Electronics Show in Las Vegas.” It has acquired Meditation Studio and partnered with Amazon Alexa to support playing meditation via Alexa as users fall asleep. The company announced plans to improve the product’s in-app meditation content and embed it with responsive guided meditations and biosignal feedback. Overall, the technology has spurred the release of over 100 guided meditations from renowned meditation coaches such as Ashley Turner, Dr. Elisha Goldstein, and Dr. Shelby Harris.

4. GRAVITY BLANKET

In November 2018, Klarna — a global payments solutions company agreed to collaborate with Gravity Blanket, which launched on Kickstarter in April 2017. It attracted over $4.7 million through crowdfunding during its first 30 days. To date, the company has completed over 85,000 blanket transactions across 70 countries. It also sold over 65,000 items after being featured on “Good Morning America.” Gravity Blanket relies on social media — Facebook, to identify what products to manufacture based on consumer demands as well. On its website, it uses standalone webpages for its products to attract email sign-ups from potential customers. The company recently launched a pair of CBD (cannabidiol) gel capsules in collaboration with Mellowment, a Brooklyn-based supplement company.

5. MY SKIN TRACK UV

On November 14, 2018, L'Oréal’ made “La Roche-Posay My Skin Track UV,” the first wearable battery electronic to measure UV exposure available at some U.S. Apple Store locations. The technology was recognized at the 2018 Consumer Electronics Show. The technology was initially designed by Swiss-based designer and founder of Fuse project, Yves Béhar according to L’Oreal’s global vice president of Technology Incubators. The company is also working on MC10, a medical wearables apparel developed along with Professor John Rogers of Northwestern University. L’Oreal seeks to sell via the Laroche website.

6. MARS EARBUDS

Mars Ear Buds is a product by Japanese-Korean designers showcased during the 2018 CES show and can work with any Android or iOS phone to facilitate person-to-person real-time translation. The technology leverages two capabilities one offered by “NAVER — Korea’s leading Internet Company and LINE — a social media platform.” The product seeks to integrate with Siri and Google Assistant in the future to reach more masses.
Sources
Sources

From Part 01
Quotes
  • "Casper was the first company to find massive success using the DTC model for mattresses, and they used their content to make it happen. From the product comparisons on their blog to their wellness, comfort, and relaxation magazine, Woolly (available online and in print), Casper makes sure their customers understand as much as possible about their purchases."
  • "A robust referral-marketing program is a way for Casper to bypass the need for an on-site salesperson by tapping into the power of social proof and peer recommendations. When customers hear about a product from a trusted source, whether it’s a friend or an influencer, it helps alleviate some of the concerns of making a big-ticket purchase online. These recommendations also help to build on Casper’s position as a credible seller of mattresses."
  • "“We understand online very well, we also understand consumer behavior and we’re a very data driven company. Those are all advantages we have, because that is basically where we came from,” Casper cofounder Constantin Eis told MarketingWeek."
Quotes
  • "Once I started noticing Casper, I could not avoid it. Thanks to a mountain of positive press, an estimated $80 million annual marketing budget, savvy social media magic and—oh, right—a product that people seem to really like, America’s urban-dwelling, podcast-listening millennial professionals like me are hyperaware of the company. Put another way: A generation that’s supposedly allergic to advertising is, improbably, all too happy to accept a Facebook friend request from a mattress company."
  • "Alongside Jeff Chapin, who had worked with big mattress brands at design firm Ideo, and three other cofounders, Krim cooked up a plan: He’d cut out the overhead of stores and salespeople by selling memory foam mattresses in a box, directly over the web. On April 22, 2014, they pushed Casper.com live, expecting to sell one or two beds. Maybe a handful in the first week."
Quotes
  • "Well, that’s why a few years ago, a Canadian startup called InteraXon built a device called Muse, a head-wearable that senses your brain waves and deciphers how well you’re meditating. InteraXon thinks that if we’re shown how to meditate properly, we’ll stick to it and thus reap the rewards due to it being gamified. "
  • "However, Muse changes all this. The original device was the first of its kind to shrink this technology into a consumer product. However, they’ve gone and made it even better with the release of the Muse 2."
Quotes
  • "On its own, the Gravity Blanket ($249) is a proven sleep aid according to a validation study released today (it’s officially #WorldSleepDay) by SleepScore Labs. Filled with micro beads that use deep touch pressure stimulation to encourage the feeling of being held or hugged, the Gravity Blanket was reported to help 72 percent of users in the research set to reduce stress and spend less time awake during the night."
  • "SleepScore Labs, which is backed by 13 years of comprehensive research and development, including more than seven million nights of objective sleep data, also found that 76 percent of the positively effected users reported falling asleep faster."
Quotes
  • "The buzz began in 2017, when Gravity uploaded a sleek video extolling its blanket; within months it had raised almost $5 million on Kickstarter. Co-founder Mike Grillo credits the success to good design (the Gravity Blanket looks and feels more luxe than its predecessors) and good timing."