Sunday, 27 February 2011

The fine line between fact and fiction

Last night I was browsing through the trends on the Marketing Week website when I came across this article.  Research shows companies are failing to live up to their brands image.

The automotive industry fared especially badly.  Once buyers realised that most UK roads weren’t deserted and that they couldn’t actually drive up and down buildings they felt that owning a vehicle didn’t quite live up to their expectations.  Desirable imagery just isn’t cutting it – unless it’s backed up by content that really builds up trust.

A post recession (well you’ve gotta be optimistic right?!) Britain wants honest marketing.  Consumers want to know they’re buying from a reliable company.  How do they decide who’s trustworthy?  Clear facts.

Companies looking to market their products need to start thinking about putting their small print in bold.

Take for example Ryanair.  They don’t promise anything.  Literally.  According to Marketing Week, Ryanair purposefully avoid promising anything other than low prices.  So if they, by some miracle, manage to deliver any ‘service’, the customer is pleasantly surprised.

Now I am not suggesting that you all go out and destroy your business reputation just to surprise your customers.  But there is a lot to be said for the power of words. 

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