The principle dell'onnipotenza, to know everything. Effective and fast way to send the company to puttane, more and so dangerous that was exercised by the top management easily expands to scrub oil for middle management and each one becomes a viceroy.
Dotiamoci capacity to know everything, what is good for the client, what the customer must buy, must understand and must know, so the first thing we do and just before you teach in a school of commerce or certainly in a class economy in the third media, that is, not listen to what they say customers, and indeed to be more effective delete any research, and if someone azzarda to make'll put it aside.
The department of consumer research in a company should be the brain of a body, as we said that the sales and marketing were the joints. Without knowing what the customer wants, as evolve its wishes and not give them what they want, another thing and get it occasionally, but certainly the law of probability it can not become a rule of conduct.
Cancel testing clinic during the creation of a product, cancel the tests after the creation of the product are actions that can lead only to failure, destruction of value. They generate products that are suitable to the taste of a single or several, but which are completely distant from those who are the desires of consumers. Many times he confuses past performance with future performance. The stronger and competition and more numerous, more important and knowledge of the tastes of customers, as short and the product portfolio or the number of products to play the success of a company all the more important and knowledge of those who must buy the same products or new.
In just one decision or a set of decisions or individual that is the definition of a product, there is the survival of a company. Sbagliatene a el'azienda begin to zoppare, sbagliatene two and announced his death. The time of death and many fast higher investments for the renewal or the creation of a product in question to one or two years the shift to the operating room and done.
This death and resulted not only in error in the product, but in the consequences at the level managerial and decision de cha annexe to go wrong in the product. Easily installing in top management the belief that the managers who must carry out the policies of marketing and communications are unable to sell who do not know, it begins to change and new beginning to be incapable and so forth. But there could be different! There is no manager who is capable of making a consumer to buy one thing that he does not want to! In company installing the conviction that something wrong, the motivation increases, managers ask how and can not ask the consumer must rely on intuition of a Top Manager.
We talked about the product that el'anima Office, but there is also the possibility of contributing to death slow or accelerate the death of whether the standard not ask customers for products extend to other important areas of a as a company and advertising.
That same rule taught in the first lesson: listen to the market, prendiamola and buttiamolo in the trash. We do advertising that we like to us or that pleases the decision makers.
Not pretestiamo the story board, because both the customer can not understand what we want dirli, which serves? He just needs to buy it and go! So we have the possibility to choose between different proposals depending on which the customer considers most effective way of bringing it to purchase the product if that is the purpose or improve the image and if the purpose or otherwise. Ultimately, always put in relation purpose, half (advertising) and consumer reaction. So out of advertising away from score in the best of cases without causing sales and the worst will help to destroy the image of a brand. And really easy, leave more intervening on the possibility of communicating with the public, several different messages and have more capacity for destruction manage to create.
But furbizia more important, and not postestare advertising. Eyes that do not see, heart that can not hear!
So, even if there are no results, it will be easy to say that is not the fault of advertising, you know that advertising and something so ethereal that can not be guilty of not having the results, what should I do it and go on. Cazzate! Cazzate! Cazzate!
Everything must be measured in a company, not tell already by shareholders, but boards administrations. Today what we are analysing the results of sale, billing, operating income ... but difficult to analyse the three or four rules for success, namely what are the processes put in place to achieve those results. There 'and need to do every time, but to make sure that have been put into practice three or four processes common sense to make sure that the results will come.
The post tests and an excellent feature that allows you to correct messages, images to be more efficient. Too often is underestimated. Large companies invest cask of 1 million euros in a campaign without the most minimal knowledge of what the client will think. For ten of thousands of euro may set a standard pre-and post-test that can make the difference between throw earning millions or sales.
The soberbia and one of the most vizzi themselves, to know everything about everyone and everything. Being professional means to make better use of the knowledge in order to achieve the best results. In another chapter I mentioned that the advertising and the most important game that has a managing director for the volume of investment that represents and for the visibility they otorga. Well, give this game and leave it in his hands without that this is so professional pre test and post test the publicity campaigns, so give a further boost to death.
Product, advertising, but also customer satisfaction, results of image, satisfaction of our distributors and so on, not analyzed anything, or fattelo just to have data later without making it a continuation or not distributed the results to all those concerned to contribute ' failure.
In fact, the opposite of this situation we find ourselves that large companies accumulating thousands of data that difficult after they are able to make available a form that serve to be able to give answers. The easiest and get organized and give all departments concerned or put it in an intranet available. By doing so you leave the professionalism of the whole management the ability to go and take them, analyze them and bring answers in their area. This and Manual, the problem and that the reality does not work in this way, most of the time you take when you take, by a glance whether it should be good or evil, and no plan follows behind. This is because the amount of information and that becomes impossible to digest. More complicated and when these tests have periodicals, then the ability to go every time to read the data and inversely proportional to time, every time you go less to see the data, until it goes there is the risk that someone else decides to investigate again the same thing on which you already have the information.
The department of analysis should not be an appendix that spends on research statistics, but that the true voice of the customer, offering them tests to be done, which ensures that the information there for making it available to decision-makers, that there are processes and provides an analysis of these data, not purely data, because at that point there need an intermediary. There must be an awareness that this department provides the data to a form aseptic, which reads answers, and interprets a form aseptic not sesgada, there worse than a department analysis on which we can have a doubt of partiality.
Zoppare analysis and best form to the discretion reign in the company and keep it off the market. And the quickest way to send a puttane the company.
I is sometimes thought that a possibility would be that the State, the Government, helps the sector but requires the restructuring of the same. Apart from the difficulty of entering into a company to decide what are or are not the reforms, changes or choices to make. Apart from the problem of having double the people to do it, their knowledge of persons in order to act. Apart from the impossibility to act throughout the sector also because companies are not intervening only the national ones. Introdurrebbe just another factor uguagliatore governor and which could not help but impoverish the system. Indeed, the liberal system and based on differentiation, in the opportunities generated for this differentiation.
Never forget that the bread for today may be the hunger for tomorrow. In cases of areas in crisis, aid mechanisms more or less permanent, with attention to laying the foundations for a new strategy.