Here is a study on a statistic that evaluates the potency of conventional advertising. Along side it we look in to the alternative of effective communication while a customer is in a store.

The hundreds and thousands of dollars that are spent on a conventional marketing strategy may bring some visibility but with all the noise in media, can we really get down to telling a story? With all the options of on-demand content, more people are being able to bypass ads altogether. When someone interacts with a brand, how do you build trust that will get a person to come back?

forrester_logo2A study from Forrester on “Measuring the Impact of Branded Content” has a revelation that tables a hard fact:

Only 23% of consumers trust ads on TV

Advertising on television is one of the more expensive activities in a brand’s marketing strategy. Firstly, a fair sum of money is spent on getting the creative together and going in to production. Depending on the film and the scope, the scale can vary from a basic campaign for a local audience to a full scaled international production.

Once the film is ready, it needs to go on air. That’s another big chunk of funds spent on media buying. The visibility a brand receives directly correlates with the budget in hand – which determines the number of times the ad will play, the number of channels and of course, the time of day of screening.

This whole exercise has a catch to it though. The impact and novelty of an ad wears out after a short period of time and to be out there, one needs to repeat the cycle to keep up with the game.

When you consider this and look at the headline that only 23% of the people who watch ads trust them, it brings out a sense of futility while knowing its necessity. Which takes us to a very fundamental a question – Is it a problem with the advertising or is it a problem with the people?

The stance on this can shift the whole perspective to the problem. One can feel that because the advertising is not good enough, people won’t trust it or we could also say that because people are constantly flooded with options, it makes their decision making very unstable. It could be “either”, “or”. But the fact still stares us in the face.

So what does one do about it?


    1. Honesty trumps the deal

There is a general sense that what consumers are being told through advertising is hyped content. A brand should have its ideologies clearly defined and make sure that each campaign consistently conveys that to its consumers. When an offer or sale is advertised, people’s trust levels are played down because of encounters with fine-print behind the promise. A good example of bad advertising would be to promote a sale saying “Upto 75% off” when only some items are on sale, most of them are being sold at a discount of 25% and only one section with the most unwanted stock has a 75% sale.

The core values of a company should be strong and a successful campaign will always resonate those values clearly. A consumer’s purchase of a product and participating in an offer is a by-product of the bigger goal of bagging long-standing loyalty.

    2. Increase visibility in various mediums

Studies have shown that when people are reminded of something at regular intervals, they will be more prone to taking a decision on it. A sense of trust is established with direct correlation to the familiarity associated with it. To put it simply – the more I see or hear of something, the more I can feel it being ‘normal’. And the corollary of it being the popular saying, “Out of sight is out of mind.”

    3. In-store interaction

People are used to a brand advertising on various media. Being faced with an advertisement does not necessarily impress a viewer because everybody is doing it. In conventional advertising, brands are looking to distract people from their primary line of thought to transport them to another world.

If your business is a retail store, cafe or restaurant, a customer steps in to voluntarily engage with the environment and experience the brand. At this stage it is important to strike the right style of communication. While store staff look in to this, they have human limitations and can only go as far.

A great work-around to this problem is to have branded audio content playing in the speaker system of the store to re-inforce values, service, quality and commitment. The key lies in the approach and how it’s done. It’s important that the aesthetics of the environment be maintained. The messages need to blend in with the music seamlessly and almost go unnoticed. In that way, the ambience is not sacrificed and when a person does notice the unseemingly obvious layering to the background music, they are drawn in with a personal willingness. Even if a person does not give full attention, polite and confident affirmations of the brand in the background acts on the subconscious to strengthen a sense of familiarity and trust.