Perhaps it’s most obvious in the fashion and beauty sector, but society is definitely calling out for a more honest approach to marketing.
The likes of have started using un-airbrushed models in their collateral, and of course Dove is a great example of successful advertising that has taken a more ‘real’ approach to its marketing strategy. Yet, does this apply to all sectors in the advertising world? There have certainly been attempts by and . And most recently, Barclay’s "thank you" spot featuring real football fans has seen widespread appreciation from both the industry and the all important consumer.
Human nature
We all love a good story, and all businesses have a story behind them. Whether it’s how the company came about, how it grew to success or the person that runs it - it's human nature that people are interested in other people, so what better way to market your company? At Volkswagen Commercial Vehicles, we’re making the most of this through the launch of our new customer focused brand promise.
In line with this strategy, the campaign actually uses real life customers to bring it to life. So the Andy Brodie of A.B. Flooring you see in the ad is the real life owner of a VW Transporter vehicle which he uses day to day in the running of A.B. Flooring. We have a long standing history of using ‘real’ customers in our marketing campaigns, having previously used the likes of of the successful cupcake company Crumbs and Doilies and of the Bicycle Academy.
Using real life customers in ad campaigns brings with it a host of benefits, as long as it’s done in the right way. Take a genuine approach when it comes to your campaign creative and they will really bring your brand proposition to life, encouraging engagement as a result.
Every business benefits from having a human face, and who better to fulfil this role than the people who actually use your products? This type of personal approach is also a great way of generating talk-ability. Using real life customers gives you the chance to offer your audience an authentic taste of what you and your brand has to offer.
As customers we understand the products we buy, better than anyone else. We know what we like, what we don’t - yet far too often businesses are speaking to us through faceless messaging which simply doesn’t resonate. We all respond more favourably to different approaches.
If you had a choice between a generic ad telling you all about a product, a piece of product placement in your favourite film, or an ad which tells you about the real person who bought that product, why they bought it and why they continue to do so, which would you choose? I know which one I would pick.
Using customers to sell to customers can give your business or your brand a human face and work wonders.
Using customers to sell to customers can give your business or your brand a human face and work wonders. Our customers are all credible business owners in their own right and for them, their van is their brand. It encompasses everything they do.
By taking over the largest billboards in the UK, and rolling out a multi-channel campaign that included our actual customers, we were able to bring the brand to life in a way that actually impacted those in the market to buy a new vehicle.
It’s all about establishing a human approach and having a strong story. Good stories, which are engaging, inspire and grab people’s attention can, if they are executed effectively, easily achieve this. The rise of social media has also meant all brands have a human face and are more accessible and personable. The use of customers to sell to customers enhances this human face and makes a business more approachable.
As personalisation becomes ever more prevalent in the messages we read on a daily basis, I’d expect more and more brands to start using the real experts to help them sell their story. You are all the potential marketers of the future, so, what's your story?