Sometimes Your Marketing is Better Than Your Product

The old jokes goes that the secret behind Evian Water is that when you write it backwards, it spells 'naive'. While that may not be intentional, Aquafina finds itself today dealing with a similar problem: they have been forced to admit that despite their advertising methods, the water they're selling is merely tap water.

It goes to show you that a great marketing message can't go beyond the product you're selling. The relationship you create between your customers and your business is based on the integrity you bring to the counter every day. If you're selling tap water as something special, or high-end chocolate that is little more than repackaged bulk chocolate, you're not being truthful to your customers. And in the end, your customers will look for someone else to do business with.

A great marketing message can garner a load of attention. If you aren't able to fulfill on the marketing message promise, you'll find that all that attention will be in vain.

When you're building your next campaign, remember AdSymetrix. We've created a system to help you understand what marketing messages are generating the greatest interest, to let you know how your customers are seeing you and how they'll expect to be treated.

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