Truth in Advertising

"Nothing kills a bad product faster than good marketing".  You've probably heard that oft-repeated warning numerous times in your career.  I can't find how far back it dates or who originally coined it (Steve Jobs? Ben Franklin? Archimedes?) but the sentiment holds true or.  It basically means that even if a product has creative and engaging advertising to promote it, and lots of people try it, but that product doesn't deliver, then the bad news travels fast and the product dies. Think New Coke.

Good products get the buzz but bad products get a swarm.

The flip side is that while the product may be garbage the marketing is usually top-notch. The liquidus video products showcase client offerings (e.g. automobiles) in our videolink, bannerlink, and socialink capabilities. With higher definition of clarity on the images (not to mention detailed  descriptions, overlays, and human voiceover solution) it will really highlight a dealers inventory but can also shed light on a real clunker.

Let's say, for example, someone has an old junker of a car. It's rusty, the springs are poking through the upholstery, the radio gets AM only, and the muffler has a nest of chipmunks using it as a party room. You are probably better off placing a grainy photo of it in the local PennySaver^™ and talking around the faults rather than creating a HiDef on-line motion video of the old beater. The superior advertising is only going to showcase the problems rather than obscure them. They expect advertising to perform miracles. And when their bad product fails they like to blame the good marketing initiative. An old direct marketing adage maintains that success of a product-marketing initiative is based 40% on the media channel, 40% on the product/offer, and 20% on the creative execution. If true, good video merchandising will likely make 20% of your marketing task as successful as it can be!

Does that mean you shouldn't use better quality marketing and video if your product is less than top notch? Not necessarily, just be prepared for the truth in advertising.