Sunday, July 14, 2013

McDonald's: Example Where Marketing Trumps Product Quality

Earlier this week, I was not hungry, but I kept passing McDonald's.  (Who doesn't?)

One of their new campaigns has been promoting the "New" Quarter Pounder (hamburger).  I keep passing billboards that show off pics of these "new" burgers, and I admit, they looked the same...but somehow looked different, too.

On this night, I decided to take the bait.  I drove into the McDonald's parking lot and ordered one of their "new" Quarter Pounders.  It has HORRIBLE!

Here is the REAL question to ask myself...WHY did I think it would be anything but horrible?

I mean...C'mon!  What adult really looks forward to eating a hamburger of any kind from any McDonald's restaurant?  (French fries are different...there are legions of people who might kill their own children to get some of those deep fried sugar coated crispy delights.)

Why was I surprised that their burger wasn't very good?  Better yet...why was I even tempted?

Of course, it was the marketing.  Their marketing INTRIGUED me.  I wanted to know how they went about changing a classic.  How much different would it taste?  Would this one actually be good...this time?

I realized the following formula works:

Magnificent Marketing + Mediocre Produce = McSuccess!

There really is plenty to learn from this, but I got one major reminder.  Marketing not only brings what you offer to the attention of people who might not have heard from you, anyway.  It also generates buzz and excitement from people who "think" they already know you.

Key Lesson: Market your products, service, and overall business with a good attitude, and it's amazing how many people will believe you...despite plenty of (potential) evidence otherwise.

Imagine how much more successful they would be if their product was as excellent as their marketing.

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