What is Authentic Marketing?
There is so much paid advertising being displayed and in every aspect of our digital lives, no one pays attention to it anymore. In fact, people will pay to turn off the ads. Today’s buyer knows where to look when they need something, but what they do not know is why they should
buy from you. Authenticity is an extension of your company’s vision, the ideals you want the buyer to know about you.
Authentic marketing is achieved through content, because content creates engagement and engagement is what keeps your buyers connected to you. FedEx’s marketing is authentic. They are an overnight delivery service; however, their messaging is emotionally based, “When it absolutely, positively has to be there overnight.”
Avis is another example of authentic marketing, “We are number 2, so why go with us? We try harder.”
If you think about cars, you equate Volvo to safety and Mercedes to quality.
Building relationships with your customers reinforces your brand and builds trust and loyalty. Values and ideals are not something you put on a sign in the office; everyone in the company must live them, every day, everywhere.
Think about the brands you buy. Why do you buy them regardless of price? When faced with a generic brand on a store shelf for less money,
do you buy your brand? We buy the brand we trust, because we have not built a relationship with the generic brand. In fact, we tend to not
trust the copy because it is not genuine.
One of the most iconic slogans in advertising history was Proctor and Gamble’s Charmin campaign. By placing the word “please” in front of,
“Don’t Squeeze the Charmin,” it brought in emotion and emotion equals trust.
Do you have a favorite restaurant? Of course, you do, we all do. Maybe it’s because we like the food or the service or the atmosphere makes us
feel good. There are lots of restaurants in the area, but you choose your favorite.
Disney World is, “The Happiest Place on Earth,” and not many will argue with that. Disney is authentic and delivers the brand on everything they do.
It’s a tried and true business practice that referrals are the best way to get new business. Authentic marketing is about engaging your audience
to promote you. In other words, pull instead of push.