In the current climate of mistrust, it is more imperative than ever for corporations to be authentic when marketing to clients and consumers. Authenticity translates into transparency regarding expectations on quality, pricing and reliability. And those three elements, combined with trust, make up the top reasons for buying a brand – whether it be a product or professional service.
However, according to research by Kantar in 2019, 36% of consumers generally dislike advertising and another 57% are neutral on it, demonstrating a distinct apathy for advertising. Conversely, Researchscape’s survey shows that television advertising is still the top resource for consumers to learn about new brands at 47%, followed closely by friends and family at 45% and the internet at 37%. So despite this apathy towards advertising, the messages are getting through – but is it the right message and is it getting through to the right people?
The takeaway from all of this is the voice used to convey the brand and the media in which it’s placed should be as authentic as your product or service. Know your product and your audience; don’t oversell; don’t try to be something you’re not; find out what is distinctive about what you’re selling and how that differentiates your service or product from the rest of the market.
If you’re selling a high-end boutique hotel experience, make certain the voice with which you convey that experience reflects it accurately. And place that advertising in vehicles that will be seen, read and heard by an appropriate audience that will be able to appreciate and afford the experience.
Seems simplistic, but it’s constantly surprising to see how many times the messaging conflicts with the product or service, and it’s placed in a media space that may be ‘affordable’ in terms of cost, but completely misses the desired target audience.
Similarly, if you’re launching the sale of a new high-rise condo tower in downtown Los Angeles or San Francisco, don’t simply show a well-staged living/dining room with a view. It’s the same sell as the majority of your competition in that market. Come at it with what’s authentic about your specific lifestyle proposition; who does it primarily appeal to? Have some demographic research performed at the outset to more clearly identify the most likely buyer category(s), providing your advertising agency with the information they need to refine the media buys and ensure a message that will motivate positive action and net sales.
And isn’t this what we’re all striving for in the end? Success is achieved from selling smart and authentic. We can all live with how a transparent strategy positively impacts brand perception and the corresponding bottom-line sales results.