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Customer Service: Great products, not Gimmicks, are your best bet

Customer Service: Great products, not Gimmicks, are your best bet

Before the explosion of niche cable channels there were a few, if any, celebrities endorsed products or product lines. Those were the good old days. Now, it seems the television industry, and particularly the cable channels – which are experiencing stiff competition from other niche channels and the rapidly growing (internet based) digital media outlets - in their desire to create new and additional revenue streams have become the hub of churning out celebrity personalities.

The kid-themed channels like Disney and Nickelodeon were the pioneers of this trend. They developed shows and promoted the artists of those shows as the next chart-topping music sensations or teenage-heartthrobs. The kids and the teenagers ate up every bit of this fluff and bought every product under the sun that were endorsed by these newly minted “Celebrities”.

This trend has evolved into a cottage industry, recently. Channels like the Food Network, HGTV, E!, Bravo, etc have flooded the American marketplace with celebrity personalities that run the gamut. Used to be, you had to have reached the pinnacle in your chosen field or be designated a superstar in the sports arena before the title of a “Celebrity” was bestowed upon you. These days, even a participant in a reality show is deemed a “Celebrity”. That this is a shameless bag of hot air being pumped up by these cable channels to line their pockets doesn’t seem to matter to the masses, who are flocking to the stores in droves to buy anything that is endorsed by these wannabe’s, uh… I mean, “Celebrities”.

I don’t get the celebrity worship culture in America. Everywhere you turn you are inundated with these celebrity types, pitching miracle pills to adult diapers. I’m not a marketing expert, so I suppose I must be naïve to assume that after being exposed to a constant diet of these endorsements, somewhere along the road people become numb to these messages and in many cases completely tune them out. But I must be out of my mind. Because I can’t explain why corporations make a beeline to these celebrities and shower them with astronomical amounts of money to become a paid spokesperson for them.

What baffles me the most is the fact that most of these celebrities endorse a multitude of consumer durable and non-durable products. Which leads to my question, what makes them so special that I have to run and buy every product they hawk?  Let me explain. I understand when athletes endorse sneakers, endurance drinks, etc, because they might enhance their performance on the field. But I don’t need them to tell me which TV to buy; pizza to eat; car to drive; or wrist watch to wear, because as I see it, it’s not their area of expertise.

Similarly I don’t need a one-hit-wonder tabloid-fodder pop -artist to convince me to follow a certain weight loss regiment. The whole world knows she lost the weight after her pregnancy because she had an army of dieticians, nutritionists and physical trainers to monitor and assist her with her weight loss around the clock. Ordinary chumps like us seldom have such a team of experts at our beck and call to assist us with our weight loss goals, so the endorsement almost becomes a moot point.

Identifying the customer and understanding their needs should be the singular focus of any business. Absent that, even the best marketing and advertising tools employed by businesses to woo its customers are an exercise in futility. Yes, these gimmicks might produce a short time spike in sales, but that will quickly wear off. Instead, businesses should understand that in order to win the hearts and minds of its customers, they need to start with a good product and an even better customer service initiative; this takes time and effort. Period!

Image Sources: usmagazine.com, Wikipedia.com and amazon.com



Last Updated: 2017-10-26 19:35:28

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