Diners at one of the world’s finest restaurants, the three Michelin-starred Fat Duck, who order a new dish called “Sound of the Sea” will receive not only a plate of exquisite seafood and seaweed served on a sand-like tapioca pudding mixture but also an iPod with which to listen to a recording of waves breaking on the shore.
Apparently eating seafood with the sounds of the sea in your ear makes the food stronger and saltier.
The restauranteur who runs the Fat Duck, Heston Blumenthal, is branching out in “experimental” dining and plans to roll out meals that require 3D glasses and atomiser sprays.
This fun little story gives me three insights into marketing
1. Product is king.
2. Marketing is about the details.
3. Marketing starts at the product. This doesn’t mean marketing is king; product is always king.
A great product with a compelling story will trump any flashy ad-campaign or game-based micro-site through pure word of mouth. It may not be the instant hit companies geared around quarterly results and product cycles are looking for but it will be a hit.