What Wagner and X-Factor can tell us about Marketing!

Wagner - X Factor

Wagner - X Factor, My Hero!

Every week (and not by choice I promise  you – I blame Dee!) I watch X Factor along with half the country and we all wonder how Wagner is still in the competition. I am writing this as I am watching the programme on Saturday, 6th November 2010..

I keep banging on to the crew in Fuzion that no matter how bad he is he will still not get voted out, at least not for a while yet. I threatened to write a blog about it, before he does actually get voted (Mary Quille warned me that I should get my blog written sooner than later!) out so here goes, while my theory is still valid!!

My simple theory is ..

If you are not capable of being the best, it is better to be totally different, offer something that no one else is offering than being one of the many.

The thing is there are one or two really good acts on the show who compete at the top of the tree for the votes but after that there are a whole bunch of “me-too’s’’ battling it out for the same votes.

Wagner appeals to a niche, admittedly I am struggling as to who they are but there are clearly more of them than those voting for the “me-too’s”.
So, until the “me-too’s “ are totally eliminated he has a great chance of still being there (please don’t let me down this week!)

Seth Godin talks about the importance of being different to succeed, The Purple Cow, this year in X Factor it is Wagner, last year it was Jedward.

Are you totally exceptional at what you do, are you a ”me- too” or are you a Wagner?

(P.S. – I’m just after seeing his performance and I could be eating my words!)

Watch the video –  A really funny response from the really cool team at http://www.hometrain.ie

Greg Canty is a partner of Fuzion Communications

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12 Responses to “What Wagner and X-Factor can tell us about Marketing!”

  1. natasha lynch Says:

    brilliant analysis greg!!!
    was thinking the same myself – but you word things exactly the right way!

    excellent observation – go Wagner!

  2. Greg Canty Says:

    I am definitely loving him now Natasha!

    Great seeing you and Fiona the other night


  3. Denis Fielding Says:

    Interesting views Greg, but this is apart of the “Wagner to win” campaign which has been set up in facebook to get annoy Simon Cowell and make a mockery of his show. Just like last year when the scuppered Joe McElderry having a xMas number 1. You can following the campaign on facebook. If it suceeds this will probably be the last year of X Factor.

    • Greg Canty Says:

      Hi Denis,

      Interesting, I must have a peep at that .. I do think there are a few factors including him being different, entertaining and having a big likeability factor.

      Lets see what happens next week!!

      Thanks for the comments.


  4. Padraig McKeon Says:

    Spot on Greg. It’s a really good point in any market context, although to stay in a market one has to have a bit of quality as well… but as a point of entry, and a point of establishment, different is definitely good.

    • Greg Canty Says:

      Hi Padraig,

      I can’t believe I am blogging about X-Factor!!

      I agree with you totally but sometimes you see players in a sector where quirky, unfinished, dirty, and even rudeness don’t seem to affect survival!



      • Padraig McKeon Says:


        Hmmm, I think in this day – dirty and rude will get its come uppance.


  5. Greg Canty Says:

    I agree , hopefully … The “lo-care” airline is an example !!


  6. Brian Mc Nally Says:

    Great analysis Greg, Wagner definitely proves the theorey : if you can’t be the best, then be different. It will certainly get people taking about you.


  7. Hughie The Buck Says:

    Feckin’ brilliant article. I’ve forced two people at gunpoint to read it and re-tweeted it.

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