As a consumer how do you feel when you are told one thing and it isn’t quite true? Here is a video with a few of my thoughts and observations.
Hi, Joe Ruiz here. I just wanted to share a quick thought with you. This morning I was fixing my lunch and as I finished up I was getting ready to throw away a container; and as I was getting ready, I always like to recycle when possible so the first thing I do is turn the container over to see if the number in the triangle is a 1 or a 2. What caught my attention was right here (and you probably can’t see it in the video) it says “go green.” But the number over here on the left is a 5, which means instead of being able to throw this in the recycling container, I now have to throw it in the trashcan. So instead of feeling good about this (because I do like to recycle), I am now frustrated because the message says one thing but the experience is quite a different one. So it’s just a good reminder: whenever we’re crafting messages we need to make sure that the message and the experience are consistent so that we have consumers who are pleased with the experience, not frustrated by it. Thanks, have a great day.
In the video I reference recycling numbers you can read more about that here http://www.greenworld365.com/plastic-recycling-numbers/. (Note: In our area only numbers 1 and 2 are allowed to be recycled.)
I am sure this company didn’t intend to create the kind of scenario I described in the video. Being consistent is important in setting customer expectations. Positive expectations help build trust and credibility. So how does one communicate in a way that sets appropriate expectations?
Here are Six essential steps for developing consistent brand messages.
1. Get your facts straight – Do your homework. Make sure that the messages are accurate, grounded in data.
2. Remember Context is important – Does each message fit the strategy and mission of the organization, product or service? Don’t use gratuitous statements just because they may be popular at the time. For example who wouldn’t want to be green right now? Don’t just say you are green, if you chose to say it make sure it is accurate.
3. Create clear compelling rationale for the messaging strategy. When possible support the rationale with insights or other data.
4. Connect the stakeholders – Make sure the messages, promises, and benefits are appropriately vetted through the organization to ensure that all stakeholders are aware and able to deliver on any direct or implied promises to the consumer.
5. Test it. Show the copy or concept to unbiased target audience members. Are there subtle nuances you didn’t anticipate? It’s easy for marketers to assume the audience
6. Solicit feedback from touch points within the organization. For example customer service centers, front line staff etc. Use the feedback to improve future communications.
What do you think? Are there any others? I would love to have your feedback.