Great reminder to continiously evaluate and adjust your strategy or message to stay relevant and connected with your audience. I remember the commercials and being caught off guard with "I guarantee it". That bold, matter of fact statement set MW apart from everyone else. Those are simple, yet powerful words.
Reminds me of my marketing research days, doing focus groups for "a large supermarket chain." We flew to several different locations in the US, interviewing both customers and non-customers. What was amazing (to us) was that both groups often had the same perceptions about the store...but, those perceptions varied from market to market (whether it truly was the low-cost leader, or best place for meat, or quality customer service, etc.).
Worse, the perception often was diametrically opposed to what management thought the store was all about, and in some cases, opposite of what their advertising was pushing. We had a hard time convincing them that the customers weren't "wrong" but rather, that's how they perceived the store (and in many case, shopped there despite that perception, because the other places in town were worse).
Yes, they're still in business. Bigger, too. Sigh.
Great reminder to continiously evaluate and adjust your strategy or message to stay relevant and connected with your audience. I remember the commercials and being caught off guard with "I guarantee it". That bold, matter of fact statement set MW apart from everyone else. Those are simple, yet powerful words.
Thanks for this comment, and thanks for continuing to read!!
Great story Richie.
Thanks!
Reminds me of my marketing research days, doing focus groups for "a large supermarket chain." We flew to several different locations in the US, interviewing both customers and non-customers. What was amazing (to us) was that both groups often had the same perceptions about the store...but, those perceptions varied from market to market (whether it truly was the low-cost leader, or best place for meat, or quality customer service, etc.).
Worse, the perception often was diametrically opposed to what management thought the store was all about, and in some cases, opposite of what their advertising was pushing. We had a hard time convincing them that the customers weren't "wrong" but rather, that's how they perceived the store (and in many case, shopped there despite that perception, because the other places in town were worse).
Yes, they're still in business. Bigger, too. Sigh.
Yow....it's craziness when you ask for "help" and then go out of your way to ignore it...