There are three potential answers to this question.
1.) The MARKETING is important. Nothing else.
Make a product appear to be great! Who cares if the claims are a little exaggerated? It is perfectly fine to post a picture of an average looking burger, as long as it looks stunning after an Instagram filter or four.The truth is, packaging and marketing DO play a big role in consumer behavior. For instance, I often select my wine based on which bottle is the most attractive. I took a close look at Chaco shoes due to an eye-catching promotional tour. I even made a high involvement decision to buy a MacBook Pro without investigating any other brand...because I liked Apple's marketing and style.
There is a catch, of course. The "marketing over everything" strategy might capture a customer, but only for a one-time sale if the product cannot back up the hype. If a consumer orders a burger expecting the Instagram version and receives a dull looking, dull tasting meal, they will NOT return to the restaurant or advocate the brand in any way.
The last time I implemented this strategy to select wine, I chose a vibrant bottle with an enthusiastic description of all the excellent array of tastes. Great! However, I actually ended up with a drink so foul that it was undrinkable to both me AND my roommates. (To make matters worse - we are by no means 'wine snobs.')
Bluntly speaking, this is the strategy an annoying "Used Car" salesman utilizes. Remember to always dig beneath the claims and scrutinize the product itself, or else you will be driving away with a piece of junk and a heart full of regret.
This answer is: Wrong.
2.) The PRODUCT is really all that matters. Truly great products sell regardless.
Build it and they will come. It worked in the Field of Dreams, and it will work for your company. If the product is TRULY the best on the market, then sit back, have a drink, and let the market come to you!
Think about Cali N Tito's, a beloved local Cuban restaurant in Athens. This place has great food and a fun atmosphere - including a live parrot! Yet, Cali's has NO website. 13 followers on Twitter. Instagram? Nonexistent. I have never seen a promotional event or any type of marketing attempts in my four years as a loyal customer. This does NOT stop consumers from choosing Cali's.Now, take Ford trucks. They are built "Ford Tough," so they must be good. The company got used to dominating the market share, and let that sink into their heads. They started improving the product based on exclusive opinions of management and engineers. After all, engineers and Ford employees know more about trucks than the average consumer, right? Wrong.
Ford eventually started losing market shares and sales. They made such a great new truck, so what was the issue? Well, Ford did not listen to the market. They did not know what the market really wanted.
As great as a product might be, if it is not exactly what the market wants, or is not exposed to the market in a calculated manner, success is limited.
This answer is: EXTREMELY Wrong.
3.) The product and the marketing are equally important. Excel in both and succeed!
Great marketing, great product. Hand-in-hand. Partners in crime. Two peas in a pod - you get it.
Can you think of a powerhouse company that has one element but not the other? Not likely. Across industries - Nike, Apple, The New York Times, one theme is central. These companies know their market, what to say to their market, and how to reach their market.
Ford responded to their decrease in sales with a new branding strategy. "Ford: Go Further." This new strategy platformed customer loyalty through trust. They investigated their market's values, THEN delivered those values. As a result, Ford's F-Series truck gained back Motor Trend magazine's "Truck of the Year" honors in 2012 and carried the success forward.
Simply put, market a stunning looking burger. Create a stunning looking burger. Succeed.
This answer is: THE answer.
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