I did a huge misstake preparing for this TV-competition. I focused on performing a great act rather than trying to win the contest.
What jury members?
I overlooked who I was supposed to impress, the jury. In the earlier TV-competition it was the viewers that would cast the final vote to decide who won. But here it was the store owners that decided what product to take into their shop. They couldn’t care less how fun, likable and good looking the innovator might be.
I actually did some long time preperations for this. Although what I did was probably the biggest mistake. I figured, wrongly, that it would be good to have a nice margin of profit so shine with to the Ullared purchasers. So I worked very hard to get my other retailers to raise their consumer prices and boost the profits. This was straight in the wrong direction to impress this jury. The Ullared department store is an extremely bargain focused, low priced place. My price range was probably the thing that tipped me down from the chance to get the product into their store. I instantlly realized this when I was on the TV-set. But then it was too late.
I actually thought I was winning but realized just before the jurys announcement that I already lost. Welcome to my second TV-attempt.
I was all set on doing a great TV-performance because it’s more fun that way. So I needed something to get me as much screen-time as possible. If there were any celebritys there I had to make sure they would stop by my marketplace. This was an example of missing the mark. Here the mark was to impress the jury, no one else was important.
What I should have done
On top of missing the mark my head was stuck up my ass until one week before recording date (it was recorded 6 months in advance). I wasn’t bothered by not knowing how the competition was organized. I think the TV-crew didn’t really know either.
Note to self– Make sure to get as much info about a competition to maximize success.
Anyhow, I could have done a much better job convincing the jury members just by preparing a little better.
I really wanted to stick out in this TV-show. I hope I cought your attention too.
(See Ullared – Jakten på storsäljaren on Kanal 5 this tuesday 28th of april 20:00)
This time I wasn’t so strung up as the last TV-show. And I had a pretty good idea of how to get my 15 minutes of fame again. So I painted a huge wooden sign for people to stick their face through. My wife didn’t approve.
“What the hell is this?!”
Are the exact words (translated from Swedish) that the TV-host first said to me. I knew they couldnt ignore my huge sign and I got the exact reaction I wanted. This is a show for fun loving people and I hit it spot on, I hope.
Well, this proves you really need more than a great idea or product. If these stupid things sell better than your brainchild you have to work harder on your marketing skills.
Invention vs innovation Any one can come up with an invention, it certainly doesn’t have to be a good one. The trick to elevate it into an innovation is to make sure many others use and benefit from it. Well, they don’t really have to benifit from it. In the case of these crappy infomercial items, the video clip above shows, the inventors have done a great job marketing their horrible stuff. Most likely more than a few idiots have purchased them and thus turned these piece of shit inventions into innovations.
Complaining is futile
You and I can surely come up with something better. But before we complain about it we should try getting your super usable invention that will birng world peace and improve the every day life of humanity in to an innovation. That is the truly hard part.
Following up on this earlier post. My sales contact is now prosecuted for fraud!?
800.000 copies That was the magazines claimed monthly edition. OK, I didn’t completely believe it, everyone exaggerates a bit, so I took a chance any way. And it turned out to be a very good looking magazine print at least.
Shame on me
The result was less than nothing. For two months with 800.000 magazines on buses, trains and train stations around the entire country (Sweden) – There was no measurable result at all on Google Analytics for this blog, counter for the website & the web shop to show for.
I knew it’s a huge step for the casual magazine reader to actually whip out their smart phone and type in a web address from an advertisement. Those who read the magazines on buses and trains probably don’t even have a smart phone or surf pad to start with. But I thought at least one or two of the 800.000 readers would check out my blog, website or webshop. I wonder how many copies and readers of Buss på Sverige there really is?
One year later (yesterday)
I got a mail from the salesperson claiming her innocence from the magazine publicly charging her with fraud. I checked that out and, at a glance, it seems to be a normal missunderstanding that has got out of hand. Any way, the promise of getting away with cheap advertising fooled me twice. It won’t happen thrice!