Wednesday, September 27, 2006

World Pastry & Bread Champion

Who among us marketers has not at one time or another touted our company as "a leading" something-or-other. As long as we were mentioned in some industry-rag round-up, or got a slice of the market-share pie from IDC, or had Gartner say something (anything), hey, we're definitely "a leading provider" ("The" leading something-or-other if we could gen up some new, unique category that only we could be part of, thanks to some obscure differentiating feature that we had.)

So when I saw McCabe's Bakery in Galway sporting a sign claiming "World Pastry and Bread Champion," and with a colossal silver trophy in its window, I thought: what a lot of hoo-ey.

But, no, this was apparently a case of truth in marketing, and Richard McCabe has indeed been crowned the World Champeen four years running. (In addition to bragging rights, he walked off with a Lexus and 100,000 Euros. With prizes like this, I don't imagine that the contest was any piece of cake.) Anyway, I tried a scone which was, in fact, one of the best I've even eaten: tasty, moist, and light - quite unlike the more common stone-scone that's desert-dry once you manage to bite your way in.

The lesson could be one of "oh, ye of little faith" - why was I so suspicious? But the marketing lesson is this: if you're going make a claim, make sure that you can back it up with some evidence. There may be a customer (like me) who actually wants the proof. (For those of us whose products aren't World Champion of anything, just remember: if you can't outright claim that you're the best, there's always room for another "leading provider.")


Anonymous said...

Where exactly did Mr Mccabe win this coveted trophy/trophies and claim to be world Champion (4 times?). perhaps someone could enlighten us on exactly where this competition was held. there seems to be little info on the net about it except interviews after the fact from the gentleman in question. sounds all a bit too good to be true. A perfect marketing dream come true OR the Work of a seasoned CONMAN with quite a colourful past.

Maureen said...

Trusting soul that I am, once I saw the newspaper articles, I assumed that the proclaimed championships were the real deal. Do you have some insight into the "work of a seasoned conman with quite a colourful past." The colourful spelling suggests that you're closer to the scene than I am. (Still, the scone was excellent.)