While many brands push their own research showcasing just how well a certain campaign or product has resonated with consumers, Bracken Darrell, CEO of tech company Logitech, says it’s bad to rely on that.
Instead, he says he and the company rely on people’s reactions to the products. A good reaction equals a bunch of the product sold. A bad reaction, you can’t shift the new device.
“I’m not a big fan of consumer research or surveys or any of that stuff. I think you’re trying to get inside an individual’s skin, it’s more about a personal reaction and personal interaction,” he told B&T during his visit to Australia.
“I don’t think you can ask questions on ‘would you like a purple one’ and expect them to have an amazing experience.
“I know what I wouldn’t do – I wouldn’t rely on consumer survey or research. I rely a lot more on individual experience and individual reaction.”
The best measure on whether people love something is seeing if they’re buying it, he says. If something’s not selling, Darrell knows they didn’t nail it.
And if something isn’t selling, any amount of marketing won’t help push the sales up. Google Australia’s managing director, Maile Carniege, last year told people to get on the front page of Google, have a product people like. “The ability to mask over a bad customer experience through just your marketing…is going away,” she said during the Digital Marketing Forum in August.
It’s a sentiment that’s been echoed numerous times by Andy Lark, chief marketing officer for software accounting firm Xero. During the Daze of Disruption conference in Sydney this year just gone, Lark questioned whether marketing was just a cover up for an execrable product.
“As a marketer, I think you have to be brutally honest and ask, is the marketing just a crutch for product mediocrity,” he said.
“Is it largely where marketing is where you convince people buy stuff because the product is not good enough to sell itself on its own. And that’s the ultimate question.”
Brands need consumers to love their products instead, added Logitech’s Darrell. And the way to get consumers loving your stuff is to not create something for everybody, but create something you know one particular individual will love.
“I’m convinced that the smaller your sub-group, the more loved you are – even down to being loved by one individual, the more broadly appealing you end up being in the end,” he said.
Referencing Apple founder Steve Jobs, Darrell said Jobs most likely designed the iPhone for himself. And look at how much it’s resonated with people.
Nevertheless, you’re not always going to get it right, and “that’s okay”. Just make sure you learn from your mistakes.
Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]
Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]
OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]
Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion (US$10B). Freshworks, which was founded in India, has strong roots […]
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]