It can be so easy to fall into a routine and to only create campaigns that you think your target audience will enjoy. Or maybe, you continue to create similar stuff simply because you know that it works — but what if you took a different approach? And what if this new approach helps you gain a
much bigger audience?
Here’s why marketers need to get real. Ready? Let’s do it:
1. Consumers love authenticity
Recently the ‘photo dump’ trend took over Instagram, with the hashtag ‘#photodump’ being used on more than 1 370 402 posts (
insert mind-blown emoji here). So, why is this trend getting so much love from Insta users, influencers and content creators?
Well, it is because a photo dump consists of images that are raw, unedited and true! It shows a half-eaten cookie alongside a sunburned selfie. People love it because it seems more real than anything else you would find on social media.
Therefore, the opportunity has arisen for your marketing team to take a closer look at posting a potential photo dump. Why? It can consist of brainstorming sessions, office visits or even scraps of paper where you scribbled an idea for the brand’s next marketing campaign — depicting all the genuine elements that make your brand real.
This will give consumers a glimpse into the core essence of the brand and the feeling that they too are part of its journey.
For example, Ariana Grande has her own beauty line called
r.e.m. On the brand’s social media, she posted a photo dump showing behind the scenes clips of the new makeup that is going to be released to the public. This is a great marketing strategy that uses authenticity because it allows fans and consumers to feel like they are a part of the
entire process.
2. Consumers love to relate
There is just
something about a Nando’s advertisement that is always
so familiar — from the people, to the surroundings, to the food. Except for its excellent humour and well-timed adverts, could it be possible that South Africans
love it so much because we can
all relate?
Well, maybe! Sometimes marketers don’t need to get out all the bells and whistles to impress their target audience. Instead, the brand’s next marketing campaign should simply be
relatable.
For example, McDonald's is a fast-food chain, so it doesn’t specialise in caviar and expensive champagne. So, has it faked it and made an advertisement that shows McD’s to be a fancy high-end restaurant option when it is not?
Nope!
This is exactly what brands need to keep in mind: Although you can make something look fancier than it is or more interesting — it is best to just keep it relatable to the consumer, as
this is what truly sells.
*Image sourced from Drivepedia
To drive our point home — what makes this advert above so
relatable? Well, someone always wants to steal some of your McD fries,
am I right?
3. Consumers love an easy conversation
Let’s not beat around the bush: There is no ‘easy’ way to have a difficult conversation with a client who is
not happy with your brand. But that doesn’t mean that the conversation should be stiff and formal.
As a marketer, you can still find common ground with the consumer and have an easy and open conversation with them.
Instead of having a fake and rehearsed response where you
just apologise to the client, you can tell them, “This situation
really sucks, but I know we will get it sorted out in no time” — in your own, genuine way, of course.
Having that honest and authentic reaction will allow the client to relate to you and be able to communicate their issues and concerns with you a lot more
naturally.
What are some other things you think marketers shouldn’t fake? Let us know in the comments section below.
*Image courtesy of Pexels