How to Build a Trustworthy Brand

I had the opportunity to study and interview one of my client’s product demonstrations this past Monday during a Whole Foods in-store event. Call it experiential marketing for the organic & natural seeking consumer.

My assignment – discover how we can make the program even stronger. What tools should we supply these brand ambassadors with? How can we help them inspire and sell more?

This client peddles chemical-free hair color. I do a lot for them – including the creation of a beautiful new website.

It was just pouring outside. Bad weather had me cautiously driving slick roads thinking – low turn out, it’s going to be a bust, the store will be dead. Wrong.

Whole Foods was jammed, a cart-to-cart race around the fresh organic avocados and shiitake mushrooms. Thought to self: It’s Monday at 11 am EST, don’t these people have jobs?

Armed with new surveys, email sign ups and a beautifully wrapped raffle giveaway to inspire shoppers to hand over their emails and opt in to our monthly marketing offers, I was ready to take these demonstrations to the next level of branding and sales success.

When Branding becomes a Blemish on your UVP

I watched the demonstrator set up her table and she just blew my mind when she whipped out a home-made before and after photo of her own hair with her new healthy color. This is her show and tell to help sell my client’s hair color?

Two amateur photos, printed at CVS and glued on a piece of faded and slightly torn sheet of construction paper with the words “before and after” scribbled underneath. I was stunned.

Now my first thought was – add that to our graphics needs list, but the demonstrator insisted that customers just loved it. They believed the before and after because it was her own photo. It was convincing, not some “branded bullsh$@!

I gather the notion of making every single marketing message polished, perfect and PhotoShop-ed – is just not always the way to play it. Customers are so incredibly skeptical. Ready to shoot you down.

While I really don’t like “studies” and know that most statistics fall prey to confirmation bias, there has been  recent research on just how skeptical consumers have become.

The true challenge of marketing is how to make your mark without burning your brand. How to get customers to trust and believe you before they layout their hard earned cash.