Download - Trust me I'm Marketing
Winning Back TrustThrough Mail
A creative perspective
Who is this person?
www.directnewideas.com
What’s happened to brands?
What’s happened to brands?
• Mercedes make a car that falls over
• Ford make cars that crash• Firestone make tyres that
burst
On the subject of cars…
Brands are up to no good
• Nestle dressed women up as nurses to hand out free samples of powder milk to breast-feeding mums.
• Just enough for them to stop lactating. And then have to buy the Nestle formula.
• Nike exploit child labour
Poisoning our children
Poisoning us
Brands are dishonest
Coca-Cola tried to fool us
Kraft lied
There will be consequences
The banks…
The banks
The people we don’t trust don’t trust each other
Dick Fuld
Politicians lie
Politicians lie
Lack of trust
• In 2000 4 in 10 consumers showed preference to one brand. In 2007, fewer than 1 in 10.
• Carlson Marketing: trust in brands is down 50% since 2000.
• The Henley centre reports that trust in 16 of the UK’s 17 largest, brands is reduced.
• Only 20% of brands are trustworthy according to Gerzema and Lebar
A big brand crash waiting to happen
How do people tell brands what they feel?
Brands have powerful enemies
And these are tough times
So, what is trust?
• It develops over time• So it’s a relationship• In which you can be
wrong as well as right• With give and take• Being open and honest
5 ways to rebuild trust
1. Through values
2. Through ethics
3. Through constancy
4. Through intimacy
5. Through creativity
Brands have to have values
• Values provide a platform for
• a consistent message• An ongoing
conversation• Create talkability• A theme with which to
interact with customers/staff
Not just attributes
Recognisable values
In everything they do
Virgin
The letter as brand
communication
Honda
It starts with the brand
Keeping the relationship going
Dirt is good
But better in Direct Mail
How to start talking about values?
• Repositioning helps• Some brands have turned
disaster into triumph• And found their values
Jet Blue screwed up
They wrote to say sorry
Innocent’s ethics looked dodgy
They wrote to explain
• Mitchell and his colleagues tirelessly tracked down and contacted every negative blogger on their web site, to personally explain the logic of the deal.
“Having the blog, as well as inviting people to ring us on the Banana Phone, is all about keeping in touch with our customers and inviting them to engage with us,” says Mitchell. He believes such communication is key to keeping Innocent grounded as it grows.
Eurostar stranded passengers
• .
Mail is fundamental to their recovery
2. The importance of ethics
Ethical brands
• Most ethical• The Co-Op• The Bodyshop• BBC• Marks & Spencer• Waitrose
• Least ethical• McDonald’s• Burger King• Ryan Air• Nike• Shell
Better get some ethics
• Brands are learning they had better get some ethics fast
• Or face the consequences
Nestle goes Fairtrade
Ethics – not for everyone
Yet!
• The digital revolution is making business more accountable
Compare and contrast
Corporate social responsibility
HD loves HB
Musica
3. Trust through constancy
• Most of the money goes on acquisition
• Few awards for retention• You shouldn’t be surprised
your customers desert you
Retention v acquisition
CRM doesn’t come cheap
Baileys
Surprise and Delight
Saying thank you goes a long way
Saying thank you goes a long way
4. Through intimacy
• It’s about being personal• The connection real people make with each other
Real people saved Microsoft
A real farmer for Birdseye
A real farmer for Birdseye
The chubby grocer
Conversation
Dole introduce you to the real grower
What does personal mean?
PersonALITY
Having a distinct tone of voice
It’s knowing
Personal means you know me
5. Through creativity
• Creativity has been democratised• It shows you care• You’ve spent time and money
Is any response more direct than a laugh?
It engages at once
The envelope is a poster
The beginning of an experience
It tells a story
Involves you
It engages the senses
A postcard that purrs
A letter you can eat
Why are these exceptions?
• Authenticity• Reality• Personality
Problem: data or creativity?
• Clients are buying data• Not creativity• Aided and abetted by media agencies• Media agencies sell success as a result of appropriate
placement • All summed up in ROI
ROI
• Who doesn’t want a return on their investment?
• It is such a reductive concept• Trying to be predictive• i.e. Let’s do what we did last
time• Based on what everyone else
is doing• Allows marketers to feel in
control• Unambitious
Return on Idea
• You need an idea about the brand• You need an idea about who you
are talking to and what you want to say to them
• Finally you need a creative idea that will engage
Burger King’s idea
Return on idea. From….
To….
Return on Idea from Cadbury
Return on Idea from Cadbury
Dove
Dove - Return on Idea
Strategem - Return on Idea
In summary:
• Be a bit more human• Ask, how can we do stuff that people will like?• So they will want us as a brand friend?
The creative perspective