Clueless Marketing People

By John Honovich, Published Jan 03, 2013, 07:00pm EST (Info+)

Over the years, we have seen many clueless marketing people and their wacky ideas - replacing 95 cameras at once, averting school shootings, delivering 3270% benefits, etc. While exceptions exist, they typically have little idea what they are promoting and what their products can realistically deliver. Unfortunately, this routinely results in ridiculous claims and dangerous expectations that are impossible to meet. In this note, we examine the driving forces and steps to stop this.

The Educational Challenge

******* **** ********** *****, ***** *** when ** ****. ** *** *******, often **** ** ***** **** *** not **** ****** **** *** ** still ***** *********. ****, ***** *** hundreds ** ********* ************, **** ******* user ************ *** ********** ********. ********* you *** *** ****** ********* ****** to ** ******* *** *** **** willful ********* ** *********?

Listen ** *****

**** ********* ****** ****** ********* ** what ***** ********** ***, ****** **** execs ************ **** ******* ** **** might ** ******** ***** **** *** or ** *** **** ********** *********. However, ** ** **** *** ********* people ** *********** ****** **** ******* and **** *** **** ** **** faith ** ***** *********, ** *** no ***** ****** **** **** *** understandably *** *** "******* *** *** talked ***** **** **** **** ** breakfast."

All ******, ** ********

**********, *** ******* ********* *** ********* people ** ****, ************, ****** ***** claims *** *** ****** *** ** downside.

*** ****** *** ** **** ** it ******* * ***** ************** ** customer's ***** ******* * ******* *** their ***********. ** *** **** ***** to *** ********* *** *** * product *********** **** ***** *** ********* even ** **********. *** ******* ** there *** **** ** *** ***** who ** *** **** ******* * claim ** ***** ** **** *** are ******* ** *** ******** * company *** **** **** **** ** unprecedented ********.

*** ********* *** ************* ***-********. ****, a ******* ** ******** *********** *** consultants **** ******* *** ****** *** think *** ******* ** ******* *** the ******* ** *** ************ *** not ***** ** *** **** ******** anyway. ***** *** ********** **** ** a *** ****** *** ******* *** negative ******** ** *******.

Calling *** ***** ******

**** ** *** ** ** ********* for **** ** **** *** ***** claims. ******* ****** ********* ******* *** value ***********. ** ****** * *** broader ******** ** ******** *** * source ** ***** **** ** ** evidence ** ********* ***** ********. ** forces *** ********* ******, ********** ** how ********* ******** **** ***, ** truly ******** *** *****'* *********. *** it ********* ********* **** ** ******** more ********* ***** **** ********.

What ********* ****** **

*********, **** **** ** ********* ***:

*** ** ***** ******* **** *********? Not ****** ******* ************** ** ** 'true' ** ******* ** ***** ** done *** *** * ******* ***** but ** **** ********* **** ** achievable ** **** ** *** ******* customers ** ******* *** *****?

**** ***** **** ********** ** ********* a **** ******* ********* ** *** technology **** ***. ** ***** **, they *** **** ***** ** ******* 'under *** ****' ************ **** ******* real ********** *** *** ***** **********.

*** ****, *** ******* *****, ******* most ********* ****** *** ********* ** this, *** *** *** ********* ******* inside ***** ******* ***** ******* **** can ******* ** ********* ********* ******. See ** **** **** **** *** really ******* **. *** **** ******* them **** **** *** ** ****** be **** ... *** *** **** criticize *** ********.

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