so this week as i prepare for my electronic marketing assignment on Training Day Health Club, i’ve done some research into what kind of information it is that consumers are really interested in when they go online to check out a company or brand.
And its quite safe to say that the brands that perform best are those that actually produce some quality and genuine content.
Consumers don’t want to read about marketers wishy washy claims that ‘Our product is the best at…’ or ‘100% guaranteed to…’, which usually end up being false and lead to heartbreak and misery.
And when claims don’t live up to their promise, consumers are upset from the poor brand experience which ultimately may lead to distrust and an overall negative brand perception.
This is why consumers trust other consumers more than they do the marketers behind the brand. Blogs and product reviews from consumers provide a two sided opinion weighing up the benefits and disadvantages of products and services. After all, in most cases its not like these people are being paid to say good things about the brand.
So as i often read The Age, i came across an interesting article in which it highlighted brand’s that marketed their business’s weaknesses rather than its strengths. Brands have begun to be ‘Flawsome‘, deliberatley trying to appeal to consumers through authenticity and transparency by stating the brand’s weaknesses. Flawsome is a conjunction of flawed and awesome.
The idea behind being flawsome essentially puts the marketer in the shoes of the consumer reviewer. It creates the notion of a two-sided story and legitimises the brand providing the honesty that consumers desire and respect.
And brands which have chosen to go the ‘flawsome’ road and acknowledge their weaknesses, have actually been relatively successful.
Marmite’s love it or hate it campaign. Some people really do love it…
iinet launched a ‘get real’ campaign in which they openly acknowledged that they weren’t the best DSL broadband provider in Australia but they were indeed the second best.
But rather than immediately delete the post and pretend it never happend- Which undoubtedly would have caused some kind of uproar and commotion, the Red cross quickly and wittingly responded with this.
and even Moro in New Zealand cleverly launched this ad promoting itself as being the fourth favourite chocolate bar amongst New Zealanders.
so why flaunt your flaws?
well in our digital society it is easy for anybody to gain insight of a brand and quickly identify fact from fiction. There’s no point in hiding because thanks to the power of the Internet, its all very transparent and we’re eventually going to find out
But ultimately we appreciate honesty and by showing us your flaws from the get go, you’ll only build your brands credibility and trustworthiness.