I went to see another movie. Hey it's been rainy in San Diego and that's all there is to do, apart from creating marketing solutions for the little guys. Anyway, unlike last week's movie, this one left me fuming. I've been waiting for this movie for a while now. The previews promised! they promised gosh darnit! and then left me hanging, pissed off and seriously contemplating paying money to see another Clint Eastwood movie.
This got me thinking (despite appearances, this isn't a movie review blog) of all the other commodities out there that over-promise and overwhelmingly under-deliver. For me, it's Twinkies. When you get that craving for sugar but all you have is a collection of change - Twinkies looks like you just got real lucky. The packaging with that golden angel sponge cake oozing cream promises to satisfy that crave and you believe it, you fall for it, you can almost taste it - until you bite into it. I can't tell you the last time I got a twinkie. I stick to Drake Cakes now.
In such an aggressive market place why do marketers think they can get away with over promising and under-delivering to customers? Don't they realize there are gorilla's coming up behind them ready to promise, deliver and give a little extra to capture their market?
As a consumer, does this piss you off?
But you're getting back at them aren't you?
In the last 2 decades and particularly with the advent of the internet, consumers have flipped the switch on peddlers and they (you) are getting better at it.
TIVO and Sirius for skipping advertising completely; Yelp and Chowhound for spreading the news on exactly how good or bad a product or service is; Groupon for getting things cheaper; Youtube for spreading your visual ideas; facebook, digg and so many more for doubling the spread of your message, your propaganda.
So again I ask, why do marketers still think they can get away with over-promising and under-delivering to a powerful, savvy and highly influential consumer base?
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