Beyond the Reveal: Original Product Launch Research

by | Nov 10, 2025

Discover HOW TO ACCELERATE launch momentum

In industries where OEMs rely on dealers to bring products to market, a launch represents years of work and millions in investment. Yet sales momentum almost never builds as fast as it should. This new research from Element Three and Trader Interactive uncovers why—and what the most successful manufacturers are doing differently.
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Beyond the Reveal: Rethinking Product Launches for Faster Sales Momentum

In dealer-distributed industries, a launch is one of the biggest bets an OEM can make. But excitement doesn’t always turn into immediate sales. Together, Element Three and Trader Interactive set out to understand why—analyzing consumer surveys, marketplace behavior, OEM interviews, and sales data across RV, marine, and powersports.
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Launches demand millions in investment. So why do results come so slow?

Our research reveals what happens between the reveal and revenue—and why launches often fail to deliver fast sales results. The findings show that awareness alone isn’t the issue; it’s misalignment between the OEM, the dealer, and the buyer journey. The research included:

 

  • 518-person consumer survey
  • OEM interviews across five industries
  • Marketplace data from RV Trader, Boatmart, and Cycle Trader
  • Retail sales data from SSI

Key Findings

Announcement vs Enablement

New products are often announced before dealers are trained or marketing materials are ready—leaving sales teams unable to capitalize on launch attention.

The Buyer's Timeline

Most buyers research for six months to a year. Yet launch campaigns fade after a few weeks—long before buyers are ready to act.

Competition and Used Inventory

Even the best launches enter ecosystems crowded with used and prior-year inventory. Without clear messaging, OEMs end up cannibalizing their own demand.

Dive Deeper Into the Research Findings

Hear a double click into the findings of our research alongside some recommendations on how to improve your launch practices with the teams from Element Three and Trader Interactive.

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Listen on Spotify

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Listen on Spotify

Listen on Apply

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Element Three

The marketing agency for B2B2X

For nearly two decades, Element Three has specialized in navigating the unique challenges of the B2B2X business model. We know how to align brand, marketing, and sales across your distribution channels and understand the pressures manufacturers and dealers face. Whether you’re looking to launch a dealer co-marketing program or run more effective media campaigns, Element Three has the team to help you go to market better.

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Trader Interactive

The leading provider of digital offerings including online advertising and marketing services products
Collectively, Trader Interactive reaches over 13 million monthly unique visitors across recreational, powersports, and commercial industries. With millions of shoppers looking to buy or rent RVs, motorcycles, boats, ATVs, commercial vehicles, heavy equipment, and more — and with thousands of dealers listing their inventory on Trader’s properties.
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