Sounds obvious, doesn’t it? You’d be amazed at how many people don’t appreciate that this is so important in their marketing plan – actually – it’s the foundation….let me explain…
Let’s set the scene
You have developed, I don’t know, let’s say a jacket. It’s a great jacket. It’s clever because it’s made from a technical fabric that’s super lightweight and really breathable. It has a stunning design that really shows off the wearer’s shape (in a good way) and disguises all the less desirable bits. It’s brilliant. It’s going to revolutionise the jacket world. You find a PR and marketing agency to promote your product. They’re good. They have lots of happy clients, lots of testimonials, they have form in the area. Your product is going to be a huge success, isn’t it?
Imagine that all the above is correct, but actually the jacket is made badly. You’re aware that the quality isn’t there. Some of the stitches are loose. It’s just not right. It’s still made of the quality, technical fabric, and it’s still got a really good cut to flatter, but if people wear it and wash it ,you know that it will disintegrate and you’ll have unhappy customers.
Does it matter?
Your marketing agency could play a blinder and get you in all the relevant magazines, blogs, websites, etc. etc. You could make a lot of sales, but when the jackets start to fall apart, not only do you have a lot of, well, peed off customers, you have people who are actively badmouthing your brand to their friends because, in their experience, their jacket that you made is a joke. They will never buy from you again. Ever. And if you’ve sent your jackets away for tried and testeds or magazines, and they have featured the products, and they hear how monumentally rubbish your product is, do you think they’ll be as keen to feature you again? No. You can bet that they won’t, and if they are, you really have to think about the integrity of that publication and what they are happy to tell their readers…see what I mean?
Does everything has to be perfect?
Now. Don’t confuse what I’m saying here. The odd faulty product is expected and, actually, how you deal with this can endear to your customers (honestly), but if you know your product has a flaw, or actually you know that the design could be improved, perfect your products FIRST. Don’t waste your time and money marketing a product that you know is substandard. The damage it selling well could do to your reputation could be very costly to fix.