Your choices: Excellent, Good, Bad, or None

Real Estate Agent with HomeSmart Realty West CalBRE #01458572

I always like to watch the roll-out of new products because the quality of the marketing can tell me a lot about what they expect from their products.

In some cases, a product is introduced with Excellent marketing but it is competing against another product that is already very well established. I think the original marketing for Microsoft Excel and Microsoft Word fell into this category. I thought the marketing was excellent but they were trying to compete against the very well-established WordPerfect, WordStar, and Lotus 1-2-3. One might wonder where those three competing products are now and what happened, and that brings us to....

Good marketing -- This quality of marketing is usually done for products that are well-established in the marketplace. Unfortunately, if a competing product comes along with Excellent marketing, and the company with merely Good marketing doesn't respond, Excellent marketing will win, all other things being equal or nearly equal. This, I believe, is what happened to WordPerfect, WordStar, and Lotus 1-2-3 when Microsoft Word and Excel arrived on the scene.

Sometimes you'll come across Bad marketing and wonder just what the heck the company -- or its advertising agency -- was thinking. Bad marketing, like beauty, is in the eye of the beholder. For example, many people, including me, are not fans of sexual innuendo commercials, like many of those run by Quiznos. The second commercial here particularly creeps me out.

None marketing is even worse than bad marketing. None marketing is usually done during periods of company stagnation and disinterest, or when the whole economy is in decline. Companies that are resting on their laurels and think that people will be loyal to them and companies that forgot to put some marketing money aside for when the whole economy was bad are highly susceptible to None marketing. During the good times, those companies usually gave all their money to their executive employees are nice bonuses, leaving nothing for the company when the product or market soured.

Although we seem to be coming out of a nice, long recession due to the aggressive ecnoomic policies of President Obama, that doesn't mean that everyone will be reverting to their formerly Excellent and Good marketing because many of those companies are no longer around, having fallen into the Bad marketing or None marketing categories during the recession.

If you're just barely surviving and hoping that the recession ends soon, it might be time to ratchet your marketing up to a higher level.

Excellent, Good, Bad, or None. Which have you been? Which do you want to be?

Get busy.


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Ross Quintana
Real E Smarter - Spokane, WA
Real E Smarter Real Estate Coach - 509-362-1966

That second one was disgusting. I think it was a man and a man machine eaither way I didn't want to go buy a sandwich. Some commercials just get crude and It is a "turn off"

Oct 22, 2009 03:34 AM #1
Dynamic Page Solutions
Dynamic Page Solutions - Mesa, AZ

A lot of us are stuck somewhere between none marketing and bad marketing (not enough and on the cheap) with the economy the way it is. I'm grateful for the Internet, it takes very little money, but does require some skill to market to a large audience. By the way....what's WordPerfect...never heard of it. :)

Oct 22, 2009 03:47 AM #2
Mick Michaud
Distinctly Texas Lifestyle Properties, LLC Office:682/498-3107 - Granbury, TX
Your Texas Lifestyle is Here!

Very good points.

The most lethal combo is to have excellent marketing and bad product or service.  People will find out just how bad you are much more quickly and then you won't be able to control the "viral" marketing that takes place.


Oct 22, 2009 04:11 AM #3
Carra & Shae Riley
Brokers Guild Cherry Creek Ltd - Westminster, CO
Helping people Transition at all ages!


Great breakdown of the types of marketing we see every day. I agree, those Quiznos advertisements are pretty creepy. Right now I'm mostly focusing on Internet based marketing. It is often a lot more work than traditional avenues, but the price is right. People can do so many things now days to get their name/product/service out there for free. It's often time consuming but it usually pays off.

Your friend in the Cosmic Cow Pie.

Oct 22, 2009 05:41 AM #4
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Russel, I have to wonder who these Creative Geniuses are that think up these awful commercials....and who APPROVES them?  Honestly, I think NO marketing would be better than there, they were just awful!

Oct 22, 2009 06:06 AM #5
Elizabeth Bolton
RE/MAX Destiny Real Estate Cambridge, MA - Cambridge, MA
Cambridge MA Realtor

Hi Russel ~ Has somebody at Quiznos lost their mind? When you stuff like this you just have to marvel that these grotesqueries got past committees, sign offs, etc.  Yeegads.  I'm working on putting together a marketing plan for 2010 - something I don't always do.  I'm aiming for regular, consistent efforts rather than the willie nillie approach.


Oct 22, 2009 09:06 AM #6
Jane Cross
Homes By Cross serving Charlotte NC Real Estate Needs - Charlotte, NC

Russel, I have personally seen a lot of "nOne" marketing regarding listings! Oh my!!! I didn't know there was such a category. So, now, on a listing appointment, I can offer the following service guide:

Excellent marketing $$$$$$

Good Marketing $$$$

Bad Marketing $$

nOne Marketing $$$$$$$$ (as I will really have to restrain myself to do absOlutley nOthing!) HA!

Fun little post to read~thank you!

Oct 22, 2009 11:31 AM #7
Al & Peggy Cunningham, Brokers
RE/MAX West Realty Inc., Brokerage - Brampton, ON
Our Family Wants To Help Your Family!
Excellent point Russel. To confirm what you are saying, back in 1989 when the bottom was falling out of our market, we decided to double our marketing efforts instead of pulling back and we have never looked back since then. Good post. Put it in our group... Be The Best In Your Field so we can feature it.
Oct 22, 2009 11:55 AM #8
John Cannata
214-728-0449 - Frisco, TX
Texas Home Mortgage - Purchase or Refinance

HA! Russell, I am new to your post and subscribed because I noticed you always have a cat your in posts. I'm not a huge cat fan, but I thought it was unique and thought "I'll check out this guy".

I like your examples and can see where a woman saying "A woman likes more meat" is not something that makes me run out and buy a sandwich. I get their point though and I guess thats what they are shooting for.

Enjoyed the post.

Oct 22, 2009 01:45 PM #9
Sally K. & David L. Hanson
EXP Realty 414-525-0563 - Brookfield, WI
WI Realtors - Luxury - Divorce

In another lifetime, I owned a marketing/pr firm....and was asked to roll out a new product...oh packaging...I was sooo excited.  It was a combination of margarine and butter...not as expensive as one...supposed to be better tasting than the other and on and on the features from the manufacturer continued....and then the "crusher"....I wanted it call it "Butterine"....sounded like something new and different...their vote was for Marbutt....I decided no one would want to put Marbut in their marketing for me.

Oct 23, 2009 12:56 AM #10
Russel Ray, San Diego Business & Marketing Consultant & Photographer
Russel Ray - San Diego State University, CA

Hey, Ross - I know that "sex sells," but sometimes I think advertising doesn't understand what that means. I agree that the second commercial was particularly disgusting.

Hey, Anita - I think WordPerfect is still around. At one time it had something like 70 or 80 percent market share. Now there might be 70 or 80 users total.

Hey, Mike -The cart before the horse syndrome. Create a great product and then market it.

Hey, Carra - Any type of marketing usually takes time to determine what kind of marketing it was. That's why advertising companies can demand a lot of money if they have a great track record.

Hey, Carole - The first tasteless Quiznos commercial was run during the Super Bowl five or six years ago. I had never heard of Quiznos until that Super Bowl, and after that commercial, I knew that I would never eat there. They have done nothing recently to try to win me over, preferring to push me further away.

Hey, Liz - One thinks that the company went on vacation and that some Subway employees approved these ads for Quiznos.

Hey, Jane - I like the choices for your services that you have come up with for your customers. Very creative, especially the service fees! LOL

Hey, Al and Peggy - The first time I hit a recession, back in the late 1970s-early 1980s, my wise old grandmother reminded me to double my advertising. Wow. Did that ever work!

Hey, John - I'm not sure I can let someone wearing a Longhorn cap subscribe to an Aggie blog - LOL. Gig ‘em, Aggies!

Hey, Sally - I know I would not have purchased Marbutt. There is a restaurant here named "Japanus." It's a Japanese restaurant in the U.S., so I understand them running it together, but one's first inclination is reading that might be "Jap anus," not appetizing for a restaurant.

Oct 24, 2009 04:08 AM #11
John Cannata
214-728-0449 - Frisco, TX
Texas Home Mortgage - Purchase or Refinance

Russell - I wont hold it against you that your an A&M guy, if you dont hold it against me.

Oct 24, 2009 02:54 PM #12
Mick Michaud
Distinctly Texas Lifestyle Properties, LLC Office:682/498-3107 - Granbury, TX
Your Texas Lifestyle is Here!

Hey Russell, just playing the scavanger hunt.  You know, your post is just as good the second time around. 

: )


Oct 30, 2009 04:46 PM #13
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