Transparency is king. #15: 2013
The move towards “tell all” and socially-responsible advertising campaigns is the big winner in 2013. Customers want to interact with products they buy and want to know that they represent the values they embrace. Customers want corporations (and libraries!) to be transparent and socially responsible.
Think of the recent McDonald’s commercial where the Canadian Director of Marketing answers customer questions about the product. They are direct and factual as they compare a store-bought Big Mac and one from a photoshoot. The result is a very powerful commercial that answers a customer question in a straightforward and believable way. Have a look…
Another great example of transparency is executed by Loblaw Companies Limited, Canada’s largest food retailer. Its “Chairman’s Campaign” for President’s Choice, its store brand, features the charming Galen Weston, Jr. as spokesperson. The campaign was crafted by the amazing Bensimon Byrne Agency of Toronto. (If GPL could ever afford such an ad campaign, they would be my go-to guys. They are amazing! )
The President’s Choice commercials are folksy, multicultural, and relatable. All 70 focus on corporate social responsibility. Total sales of the President’s Choice brand have increased annually since the campaign debuted in 2007 and has increased consumers’ interest in the brand (which, of course, translates into sales.) Have a look at a few more here and here.They feel organic, as if you are eavesdropping on a conversation. They are shot across Canada, from Newfoundland to British Columbia, with Weston casually interacting with real folks in Union Station, at a street party in St. John’s, or at a backyard barbeque. In each ad, folks get to try the newest President’s Choice products and ask Weston about their nutritional value and how they are made. He responds in a real and informative way with some facts, a little humor, and a sales pitch. They also feature cultural diversity, which is so basic and important to Canadians. We like that we may be Chinese, Greek, and Inuit, but we are all Canadian!
Customers want to interact with us. Being transparent about what we do in libraryland will win over many new customers. I am looking for a Galen Weston to tell the GPL story in the malls, dog parks, and back yards of Guelph! In 2013, transparency is king!
Kitty Pope #15 April 2013