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.
DFO takes on brand refresh with creative campaign in partnership with Melbourne-based creative agency Taboo. Premium outlet shopping centre DFO has released a new creative campaign in collaboration with creative agency Taboo, ‘Those In The Know DFO’, encouraging buyers to purchase luxury products for a discounted price. In response to the growing demand for face-to-face […]
Independent purpose PR, Communications, and Social Media agency, The Bravery, has strengthened its commitment to enhancing behavioural change in waste after being appointed by Dulverton Waste Management in North West Tasmania. Lead image: The Bravery Team The Bravery has been appointed as the lead communications, community engagement and PR partner after a competitive tender process. […]
Broadsheet has promoted Claire Booth to the national sales and partnerships director role. Since its launch in 2009, Broadsheet has published news, features, and events coverage across the Australian cities of Sydney, Melbourne, Brisbane, Adelaide, Perth, Tasmania, and New Zealand. Claire Booth was acquired by the Broadsheet team in 2019 from The Story Lab and […]
Nominations are now open for Yahoo Academy 2024, an immersive talent building program which helps 30 rising media agency and marketing superstars across Australia and Singapore develop the skills needed to lead and thrive in the workplace of the future. Taking place over two days in Sydney, Yahoo Academy 2024 will engage participants with in-depth […]
Taboola, has announced the appointment of former Taboola APAC director and skilled digital strategist Joe France (lead image) as its New Zealand sales lead, as it continues to expand its presence in the ANZ market. Under his new remit, France will be responsible for cultivating key partnerships and delivering innovative solutions to meet evolving New […]
Activation Union is thrilled to announce the appointment of Bree Mankin as Managing Partner. In this pivotal role, Bree will spearhead the agency’s growth initiatives and client strategy, leveraging her extensive experience and innovative approach in delivering exceptional results for her clients. With over two decades of experience in marketing and communications, Bree is a […]
Toyota Australia has launched its highly anticipated new all-electric vehicle, the bZ4X, on Australian shores through a nationwide integrated campaign. Spearheaded by a big spot, the campaign was created by independent creative agency HERO, which sees a typical EV sceptic named Barry behind the wheel of an all-new Toyota bZ4X much to the surprise of […]
Canva has announced its very first podcast: Design Surfaces. Covering all areas of design, from brand campaigns to UX flows, the podcast digs deep into the intricate parts of designers’ brains to unearth valuable insights, unique perspectives, and what makes them tick. The Design specialty at Canva is made up of some of the most […]
SBS is searching for its most daring, unflinchingly fearless and boundary-smashing factual format yet, issuing a call out for impactful ideas for new documentary series unlike anything seen on Australian screens before, with up to $50,000 in development funding on offer. Announced this morning at the Australian International Documentary Conference (AIDC) in Melbourne, SBS is […]
Full-service media agency Resolution has appointed Sarah Truong as head of investment to lead the agency’s investment product. Sarah joins from PHD where she was Group Investment Director for half a decade. With 14 years’ experience in the media industry including seven years at media agency, Carat, Sarah a proven track record for delivering results-driven […]