Wonderfully short and to-the-point post that reminds marketers and business owners everywhere that a quality product is the best kind of marketing there is. After two decades in the business I couldn’t agree more.
These days, audiences are more sophisticated, markets more segmented and buyers more informed than ever. If marketers ever did get away with cheating their customers, they can’t now. Your customer has two things today that were in short supply not too long ago: 1) choice, and 2) a voice. Piss them off and they’ll walk, but not before telling the world and dragging your brand name through mud in a public forum.
Marketing is not about using clever slogans to sell customers short. It’s about understanding what they want and making sure they get it. Telling them your toxic junk food offering is healthy because it has zero carbs or luring them in to extortionate service provision contracts with cheap introductory packages is naff and underhand. And your customers know it. Don’t hide the additional costs. Don’t extol tenuous virtues. Get inside your customers head and figure out why they buy your product, and reinforce that value to them without being disingenuous. We all know a Big Mac is about as good for you as radioactive waste but we know at the same time that it hits a spot that baby spinach salad just can’t reach. So focus on that as your proposition…and don’t think by sponsoring the Olympics you can reposition your nasty food products with all that is good and wholesome.
Above all remember that marketing is never a worthy substitute for a quality product, which to borrow the words of Milton Hershey, is ‘the best kind of advertising.’