My health care: The power of authentic marketing

Monday, 29 May 2023

The power of authentic marketing

‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Hey there,

What drives long-term value with customers? A great product, brand, or connection? It's at least these three.

Today I want to focus on building a strong connection with your customer base.

Customers have virtually unlimited choices in every industry, and I believe the winners are those who create the best connection with their customers.

Just like any other relationship, it's personal. And for it to be real, it must be authentic. So how do you do this in business when we're all supposed to be super formal? You need to demonstrate to your audience that you actually believe in your core values.

Have a look at how leading brands do it:

Stay true to your ethos. Warby Parker has two missions: to provide affordable eyewear and to make a positive change on a global scale.
Their "Buy a Pair, Give a Pair" program has distributed over 13 million free glasses worldwide. This dedication to their brand philosophy has earned them a devoted following, including myself.

Build genuine connections. Take Dove's "Real Beauty" campaign, which tackled body shaming head-on. The #ChooseBeautiful ads helped double sales to $4 billion in three years. Think about customer-centric vs. product-centric storytelling.

Embrace honesty. Authenticity requires openness. Following customer feedback criticizing their pizza, Domino's developed the "Oh Yes We Did" campaign, a series of commercials admitting their pizza was not the best it could be. Customers loved Domino's commitment to improving and saw over a $1 billion increase in sales.

Tell authentic stories. Airbnb's "Belong Anywhere" campaign tells real stories of travelers, creating a more emotional experience and connection to the brand. Staying at an Airbnb isn't just about renting houses but making memories. This helped propel Airbnb's valuation and drove its share price to over double.