How creative can (or may) a company get with making marketing promises?
You may have read this article about how a small Chinese smartphone vendor failed in delivering on its marketing promises. The world’s smallest 4G Android smartphone was announced to have a battery life of three days, and to weigh as little as 60 grams. Unfortunately, some of the promising specs turned out to be no more than marketing talk. In a BBC interview, the company’s CEO admitted that the handset’s performance might “fall short of expectations in certain circumstances” and that “heavy use” could reduce the 950mAh (!) battery’s life to three or four hours instead of days. To be noted that the exec’s definition of heavy use includes keeping Wi-Fi and Bluetooth switched on all the time. Say no more. Who of us still bothers about turning off these functions when not in use? The phone’s declared weight was about right – the only detail that the marketing department forgot to mention is that that’s without the battery…
Of course, as I wrote in one of my older posts, there’s no single truth. When it comes to product specifications and performance numbers, however, the variation and interpretation margins are extremely small. The primary aim of any marketing professional is to make a product look attractive and useful, and persuade potential buyers. But persuasion is never about telling lies, cheating or fooling your customers!
Read the original article and the BBC interview:
- Jelly Phone boss suggests turning off wifi and Bluetooth to get quoted battery life (the Inquirer)
- Mini phone maker admits performance shortcomings (BBC news)
- The incredible lightness of numbers (by me)
- The right of being wrong (by me)
- Principles of persuasion (by me)