The Marketing Agency Talk

Calvin Warr made an interesting statement over at his blog post:

So, marketers, beware. The next time you wave your “indisputable” market study based on a cross section of “relevant” targets, keep in mind, that these are the same people telling you how great your product is, who voted for dreadlocks in a singing competition.

Why? Because Carly Smithson was voted out.

But after watching this season of American Idol, the chill that was creeping up my spine has become a full blown blizzard. First, the survival of Kristy against so many of her betters for so long (but she was really smart…) and then now, the survival of Jason Castro.

I mean, that was the worse rendition of Memory I have ever heard. Yes, that includes sleazy bars, cheap cabarets and of course, cruise ships. Yet, I am guessing that they voted for his dreadlocks.

I agree with him.

The Aussie guy Michael was great yet he’s out.
Tattooed Carly was awesome yet she’s out.

You can have a great product. You can have a great packaging. You can put it for sale in the hottest mall and you can even throw in a big fat marketing budget to promote your great stuff. However, if your customers didn’t like it enough to buy it, all will go down the drain.

The trickiest to study in the market have to be the customers.

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