Μύθος Νο 1
The best product or service will win. Not so!
If that’s the case, why do we use VHS tapes instead of Sony Beta tapes? The Beta was superior technically. It’s now gone, ancient history. What wins in marketing is the perception in the prospects mind. Perception is reality. Most people are quite sure their perceptions are correct. When Coca Cola introduced the “new” Coke it failed miserably. It was a problem with “perception”. Even though Coke had performed over 200,000 taste tests and new Coke had won hands down. Today “new” Coke is also ancient history. In peoples’ minds, Coke was better than “new” Coke. The lesson - if you intend to change people’s minds you had better have deep pockets. Another case in point: The Energizer Bunny - $5 billion dollars spent on ads and still 45% of the time people buy the wrong batteries, while thinking they’re getting “bunny” batteries.
If that’s the case, why do we use VHS tapes instead of Sony Beta tapes? The Beta was superior technically. It’s now gone, ancient history. What wins in marketing is the perception in the prospects mind. Perception is reality. Most people are quite sure their perceptions are correct. When Coca Cola introduced the “new” Coke it failed miserably. It was a problem with “perception”. Even though Coke had performed over 200,000 taste tests and new Coke had won hands down. Today “new” Coke is also ancient history. In peoples’ minds, Coke was better than “new” Coke. The lesson - if you intend to change people’s minds you had better have deep pockets. Another case in point: The Energizer Bunny - $5 billion dollars spent on ads and still 45% of the time people buy the wrong batteries, while thinking they’re getting “bunny” batteries.
Δεν υπάρχουν σχόλια:
Δημοσίευση σχολίου