Advent Blog

FISHING FOR SUCCESS

The shock of the water rushing over the pebbly bottom and past my toes was awfully cold at first.  I waded in up to my knees and made my way towards the far bank where the big weeping willows drooped lazily over a deep pool against the bank.  Immediately, I spotted the movement of a smallmouth bass cruising the shadows.  It was my first cast of the season.   I took the line between my thumb and forefinger.  It hissed excitedly as I hurried it from my reel in swift quick jerks.  I drew a long breath and carefully took aim.  I lifted the heavy yellow fly line from the water, it arched back gracefully, then shot forward.  Kerplunk!  The line whip lashed violently against the water a few feet in front of the big smallmouth.  He disappeared into the deep shadows.

The story is tragic and embarrassing, I know.  But its didactic value is redeeming.  In Mark Hughes’ hit book entitled, BUZZMARKETING, he cites a 41 percent drop in consumer trust in advertising in only three short years.  He points out that behind a slick glittery cloak of corporate legitimacy, companies like Enron, Fannie Mae, and Adelphia have operated in a shroud of deceit, lies, and greed to the detriment of shareholders, employees, and consumers alike.  This mistrust in all things corporate has led to consumer’s current mistrust of advertising.  The corporate image has become a signal to wary consumers in the same way my splashing led the fish to mistrust the tiny lure at the end of my line.

How can you get consumers to trust your marketing efforts and the brand you are selling?  In an interview with Event Magazine, Kim Myhre of George P Johnson provides an answer: “’Make sure you’re being deliberate, consistent and authentic all the time.  Very few companies do that today.”  She goes on to say, “It’s amazing some of the venues you go to and the company is meant to be so cool, and you go and it’s a really old hotel with bad signage.”  So, how do you get consumers to trust you?  It’s a no brainer.  Be trustworthy!  Find the authentic nature of your brand and start from there.  In short, don’t be like me, out to trick and deceive poor unsuspecting fish.  Don’t promise tasty grasshoppers only to deliver cheap plastic and hooks.

Once you’ve determined the authentic nature of your brand, then you may begin investigate ways to communicate your message with potential customers.  If we accept Hughes’ premise that people do not trust corporations, then we must conclude, as he does, that we should rigorously strip ourselves of the wolves’ clothing.  Instead, present a personal image.  Many studies conducted by independent companies like Bigresearch have all identified word-of-mouth as the number one influence on consumers’ purchasing decisions (check out the study).  Why?  Word-of-mouth is personal.  Our friends do not lie to us.   Follow the advice of Advent President, John Roberson, and ”love people along the way because at the end of the day it is about the relationships.”  That is the most important thing.  The beneficial byproduct of this attitude is a healthy working relationship founded on trust.

Yvon Chouinard, founder of the outdoor apparel company, Patagonia, considers wearing a suit akin to one of the seven deadly sins.  Though his approach tilts toward the dramatic, his attitude is percieved as authentic and “real” in the performance-gear niche market.  He gains currency through skillful and honest presentation of his brand.  Patagonia does not endorse professional athletes.  But they do provide discounted and free equipment to their core users.  And bingo, they have a slew of word-of-mouth, non-corporate brand ambassadors to present their products.  What a great way to present his brand naturally and believably!

Chouinard happens to be an avid fisherman.  In his book, Let My People Go Surfing, he says that a good fisherman can catch more fish with one fly than a lesser fisherman with a tackle boxes overflowing.  I did not catch my fish because my bait was not authentic and my presentation was not natural.  Through authentic marketing and strategic presentation you can catch more fish with less bait.

Tags: authenticity, brand, marketing