I arrived there in torrential rain and entered a premises that lacked personality, that lacked anything. No pictures, no branding, no product displays…nothing.
There was a display on the wall with Certificates of Incorporation and some certs confirming a legal change from one company name to another.
I was politely ushered into a room and three people joined the meeting.
The new product was produced and placed centre stage on the board room table. The bland, quite generic packaging was the first thing I noticed.
Where was the product made, what’s special about it, what has the journey been, what is the wow, what is the “story“?
I probed, I dug deep and I asked this crew why they developed this product, why it was in front of me on the table and why they brought it to market?
I was hoping to discover a unique (I hate that word) insight, I was hoping to hear some personal story, I wanted something that would help us to bring this “thing” to life in a genuine and authentic way that would connect with their target audience.
What I got was very profound – “it’s just a product that we think we can make money from”
This won’t work…
Tags: Cork, Fuzion PR, Greg Canty, Marketing, PR Dublin
Greg Canty Fuzion Blog 
July 10, 2016 at 7:53 pm |
So true! Love this
July 11, 2016 at 7:03 am |
Work without any soul ..what’s the point?
July 19, 2016 at 4:00 pm |
I suspect you wanted to hear about a strong value proposition of the product.
July 20, 2016 at 1:03 pm |
I wanted to hear something ..anything and got nothing!
Greg
July 21, 2016 at 6:05 pm
Would you have accepted if the story started with differentiation and what makes the product unique such as taste, price, nutritional intake as per calories etc?
July 21, 2016 at 6:09 pm
It would certainly have helped but instead there was nothing ! Thanks for reading Anthony