Just Because You Can Do It... Doesn't Mean You Should Do It.

I can't tell you how many meetings I have sat through where new technology and newly purchased equipment presented a new opportunity to us.  Or so the product people thought.

I'm not trying to denigrate the product people, or the technical people, or the production people who always got excited about these breakthroughs.  It's a good thing that they stay on top of these opportunities.  That's their job.  It's just that I, the marketing guy, had to find a way to sell this cool new thing to the consumer.  That was my job.  And I always asked the irksome questions.

Okay, we can do it.  But should we do it?

Does the consumer really care about this new, cool development?

And eyes rolled.  And knowing glances were exchanged.  And indignation would rise.

Sorry.  I hated being tasked to sell something to the consumer that I thought was worthless, something that caught the imagination of the folks who didn't really spend much time wondering about what the consumer really wanted.  Hated that.

So today I receive word from Amazon about a new product.  Amazon, they're the #1 brand in the world this year according to a recent study.  I love them.  I've used them for many years.  We have ordered everything from them from books, to underwear, to a new muffler for my son's car.  I'm already on my second Kindle because I wore my first one out.  I'm so loyal to Amazon that I follow them on Facebook.

Today they posted on Facebook that they are selling, for 99 cents, a new app that can...  wait for it...  organize all your contacts (names, companies, phone numbers, etc.) on your Kindle.

Boy I'm glad I'm not the guy they expect to sell that to the consumer!

My smart phone already does this for me and I expect that many Kindle customers have already moved on to smart phones.  Additionally, can you imagine how time consuming it would be to transfer all your contact info onto the Kindle with that crazy little keyboard?  And lastly, I don't carry my Kindle around with me.  Do you?  Mine is left on a book shelf when I'm not using it.  It's a bit of irony I enjoy.

This is what happens when the product/technical/production people who don't interact with the consumer push through new products.  Here's a word of advice to them all...  Don't ignore the marketing guy (or gal).

Amazon.  They are one of my favorite brands.  But as a marketing guy, I gotta tell ya, I'm sitting here shaking my head.

— Pete Nikiel combines 20 years of marketing experience with clear, forward thinking.  He is available to help out companies and agencies in a number of different ways.  Think of him as your utility player on call.  If you need any sort of help in marketing, branding and advertising contact Pete.  Freelance.  Project work.  Part time.  Full time.