My father used to tell this story to his project management students.
The executives of a dog food company were holding a meeting.
“The new label design tested through the roof!” said the VP of Marketing. “In double blind tests, it outperformed our B and C designs across all demos.”
“Unprompted recall has doubled since our last campaign,” the VP of Advertising chimed in. “Our ‘Share the Love’ theme line has gone viral.”
“‘Dog Mommies’ in key ethnic demos responded favorably to the new, ‘organic’ ingredients,” added the VP of Research. “The ‘fresh chunk of love’ concept is going over like gangbusters.”
“Our new ‘green’ delivery chain efficiencies look like a winner,” said the Director of PR and the Chief Scientist in unison. “We’re a cinch to win Green Co of the Month in Green Business Magazine.”
“So why,” asked the CEO, “are sales trending down?”
The executives looked blankly at one another. Finally the youngest of them spoke up.
“The dogs won’t eat it,” she explained.
No amount of marketing can save a bad product.