The Wall St. Journal Health Blog reports that a set of special edition Elvis license plates is NOT selling well in Tennessee. The plates were created to raise money for the Elvis Presley Trauma Center in Memphis (hence the Health Blog connection–but who knew there was such a thing?) and they’re 200 short of the 1,000 pre-orders they need to start production.
The problem is that you have to be a Tennessee resident to buy one. Among Tennessee residents, the Elvis brand is apparently saturated. And, to make matters worse, the Elvis plate has to compete against the other 150 specialty plates available in Tennessee.
The cherry on top of this story is this quote from the center’s director, wondering why the research they did led them wrong:
“We did some focus groups and tested out a couple of different plates and the one that resonated the most with people across the state of Tennessee was the one with Elvis on it,” she said. “It’s a classy image that you wouldn’t be offended having on the back of your car.”
Illustrating once again the fallacy that research will lead you to the right answer.