The world’s first Museum of Failure has opened its doors in Sweden – the wince-worthy range of exhibits include Sony Betamax, Google Glass and Colgate Beef Lasagne.
What do all these items have in common apart from being retired to glass cabinets? They just didn’t do what it “says on the tin” – and not even the millions of dollars lavished on their marketing could save them from the chop.
This is because marketing will rarely work if what you’re trying to sell really is a genuine dud.
On the other hand, if the product is good a strong campaign can “give it wings”.
On s1jobs you can find more than 100 vacancies in the digital, marketing and PR sectors but if you’re going to thrive here you need to bring a high level of creativity to the job.
And to hit the jackpot with your campaigns you have to embrace your fear of failure.
“Be adventurous, take risks and accept that you’ll hit some bumpy spots in the road,” says Leslie McLatchie, who runs a successful marketing company, handling clients in the hospitality sector.
“And remember even the best product launch can be derailed by events outside your control. Freak weather, snap elections and world affairs can all grab the headlines from a campaign that’s been months in the planning.”
So this is the point where to get ahead you must “believe in better”.
Yes, it’s a really good slogan that can help get you back on track.
The best are memorable not just because they trip easily off the tongue but because, in a very succinct way, they sum up the essence of how the product or the company makes the customer feel.
“Sell the sizzle, not the steak” is the marketing shorthand for concentrating not on the product, but on the experience it delivers.
So who does this best? Well Harley Davidson’s “American by Birth, Rebel by Choice” meets the brief, creating a compelling identity without once mentioning horsepower or acceleration.
L’Oreal’s “Because you’re worth it” adds empowerment to every purchase of hair dye or lipstick, while Tesco’s “Every Little Helps” resonates with cash-strapped customers.
What’s significant about all these slogans is they’ve been around for a long time yet still haven’t been ousted – which is proof positive they work.
Create a winning slogan for your own career with the latest PR & Marketing vacancies from s1jobs