Comments on: But You Promised… http://dannybrown.me/2008/12/29/but-you-promised/ Thu, 15 Mar 2012 17:12:22 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: Danny http://dannybrown.me/2008/12/29/but-you-promised/#comment-1036 Danny Wed, 31 Dec 2008 13:57:09 +0000 http://dannybrown.me/?p=2822#comment-1036 Three times?? You're a braver man than me, Mike Smith... ;-) Three times?? You’re a braver man than me, Mike Smith… ;-)

]]> By: Mike Smith http://dannybrown.me/2008/12/29/but-you-promised/#comment-1028 Mike Smith Wed, 31 Dec 2008 02:35:26 +0000 http://dannybrown.me/?p=2822#comment-1028 THANK YOU! I thought I was the only one who totally hates the new volcano taco. I ate it three times - just to make sure. Big fail for the marketing efforts to hype it all up. <abbr><em>Mike Smith´s last blog post..<a href="http://www.iammikesmith.com/past-present-and-future/" rel="nofollow">Past, Present and Future</a></abbr></em> THANK YOU! I thought I was the only one who totally hates the new volcano taco. I ate it three times – just to make sure. Big fail for the marketing efforts to hype it all up.

Mike Smith´s last blog post..Past, Present and Future

]]> By: Danny http://dannybrown.me/2008/12/29/but-you-promised/#comment-1019 Danny Tue, 30 Dec 2008 16:33:12 +0000 http://dannybrown.me/?p=2822#comment-1019 @ Gayle. I've always been a strong supporter of market research before any campaign (marketing, advertising or PR). The old way of "throw everything at the wall and hope something sticks" just doesn't cut it any more, and slowly but surely businesses are realizing this. Sure, as you rightly mention, you might get an initial buzz, but real success comes from longevity and that in turn comes from quality and reliability. @ Susan. The higher you go in these kinds of companies the more often you find mistakes being made - from teaching to education to leadership. Scary stuff indeed. @ Gayle. I’ve always been a strong supporter of market research before any campaign (marketing, advertising or PR). The old way of “throw everything at the wall and hope something sticks” just doesn’t cut it any more, and slowly but surely businesses are realizing this. Sure, as you rightly mention, you might get an initial buzz, but real success comes from longevity and that in turn comes from quality and reliability.

@ Susan. The higher you go in these kinds of companies the more often you find mistakes being made – from teaching to education to leadership. Scary stuff indeed.

]]> By: Susan Mazza http://dannybrown.me/2008/12/29/but-you-promised/#comment-1012 Susan Mazza Tue, 30 Dec 2008 14:22:08 +0000 http://dannybrown.me/?p=2822#comment-1012 Any promise must be owned on the "inside" if it is going to be kept on the "outside". Who's to blame? The CEO who allows a culture of silos to persist. Hard to believe any company is still making this mistake. Any promise must be owned on the “inside” if it is going to be kept on the “outside”. Who’s to blame? The CEO who allows a culture of silos to persist. Hard to believe any company is still making this mistake.

]]> By: Gayle Spook http://dannybrown.me/2008/12/29/but-you-promised/#comment-1008 Gayle Spook Tue, 30 Dec 2008 13:50:31 +0000 http://dannybrown.me/?p=2822#comment-1008 Excellent post, Danny! It is crucial to remind everyone not to overpromise on their products. For products with a short life-cycle, the advertisements may lure in a high number to try the product, creating an initial spike in sales, but consumers will be disappointed, and sales will then plummet (this is why, when I would test concepts in a market research setting, we always recommended testing the product, not just the idea, to better fine-tune year 1 sales volume). Even products that are decent should always be careful not to set expectations too high. How does a brand manager, or even an ad executive know if these expectations are set too high? That's where market research comes in! (Unless you know you have a poor product - if that's the case, while you may create an initial sense of innovation or buzz, it is not sustainable, and the damage in long run is not worth the initial spike) <abbr><em>Gayle Spook´s last blog post..<a href="http://www.bluespooks.com/blog/2008/12/28/the-problem-with-big-corp-or-lost-in-translation.html" rel="nofollow">The Problem with Big Corp, or "Lost in Translation"</a></abbr></em> Excellent post, Danny! It is crucial to remind everyone not to overpromise on their products. For products with a short life-cycle, the advertisements may lure in a high number to try the product, creating an initial spike in sales, but consumers will be disappointed, and sales will then plummet (this is why, when I would test concepts in a market research setting, we always recommended testing the product, not just the idea, to better fine-tune year 1 sales volume). Even products that are decent should always be careful not to set expectations too high. How does a brand manager, or even an ad executive know if these expectations are set too high? That’s where market research comes in! (Unless you know you have a poor product – if that’s the case, while you may create an initial sense of innovation or buzz, it is not sustainable, and the damage in long run is not worth the initial spike)

Gayle Spook´s last blog post..The Problem with Big Corp, or "Lost in Translation"

]]> By: But You Promised… « Anything Goes with Mikotostar http://dannybrown.me/2008/12/29/but-you-promised/#comment-1003 But You Promised… « Anything Goes with Mikotostar Mon, 29 Dec 2008 23:28:40 +0000 http://dannybrown.me/?p=2822#comment-1003 [...] The growth of blogging means that any shortcomings are available immediately to an information-hungry audience. And you can bet that if you fail to deliver on a promise, millions of people worldwide will soon know about it. Regardless of how good a PR or advertising campaign you might have, poor word-of-mouth via bloggers can result in an impact on your sales that you might never recover from.But You Promised… [...] [...] The growth of blogging means that any shortcomings are available immediately to an information-hungry audience. And you can bet that if you fail to deliver on a promise, millions of people worldwide will soon know about it. Regardless of how good a PR or advertising campaign you might have, poor word-of-mouth via bloggers can result in an impact on your sales that you might never recover from.But You Promised… [...]

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