Authentic Marketing: Generating Demand through Connection
A fascinating shift has occurred that pits old-school marketing tactics against today’s Gen Z and millennial-backed promotional minds. Many of today’s start-up consumer brands are skipping traditional retail and advertising channels in favor of connecting directly with consumers through authentic marketing initiatives.
One key difference is brands are not focused on selling directly to consumers but on building relationships with them primarily through online and digital channels.
The Role of Authentic Marketing in Today’s Digital Landscape
According to the Interactive Advertising Bureau (IAB), a trade group that conducts research on marketing and advertising, “two-thirds of all U.S. consumers expect direct connectivity to the companies from which they buy goods and services.”
Translated, today’s buyers know that by using digital and social channels, they can connect and build relationships with brands through education, entertainment, and more, even before they’re ready to buy.
As that relationship grows, an initial purchase ensues. If the product (or service) experience is “better than good,” the buyer (now in a full-fledged relationship with the brand) BECOMES the marketing engine.
Users share branded educational and witty videos, tools, and tips. They discuss what they liked and didn’t like. They create user-generated content (UGC) that reaches beyond their inner circle (and can often be repurposed by the brand). It is totally transparent and ridiculously cost-effective.
For small businesses, in particular, it’s brilliant because marketing expenses are virtually nil for years yet revenue grows organically through satisfied customers who want to share their experiences with their community. It’s also authentic promotion at its core, and authenticity is central to this strategy.
Make Authentic Marketing Part of Your Strategy
So, how do small businesses implement these authentic marketing strategies and start growing more cost-effectively?
- Know your target market and what they want/need well BEFORE buying your product. If you’re not sure, ask them. Even if you are sure – ask them anyway.
- Humanize your brand by showcasing who you are, your team, your mission, and your values.
- Determine what you can provide for free, that they will consider valuable.
- Be creative, tell stories, and have fun.
- Last, but most important, just be real. Transparency builds trust, so don’t try to spin or fake your way through it.
Discover Authentic Marketing In Action
Example #1: 19 Crimes
The best example of a D2C killer brand is the wine label 19 Crimes. The Australian wine label used history and an ingenious app to literally have wine bottles come to life and tell a story about 18th-century British criminals imprisoned for one of 19 crimes who were subsequently shipped from England to the “new world” of Australia.
The app is simple: Focus your phone camera on the criminal’s face (on the wine label), and the app plays a short video on your phone. It’s that cool!
19 Crimes has quickly become one of the fastest-growing wine labels with virtually NO marketing. The customers who love the creativity of the story-driven technology and believe the wine is “better than average,” tell their friends, who tell their friends.
Example #2: Glossier
Beauty brand Glossier was launched from the founder’s highly successful beauty blog “Into The Gloss”. She gave away free tips and product suggestions based on her passion for beauty products, and over time, built a loyal following.
Subsequently, the brand established a personal approach with customers and now involves its customers to co-develop new products based on feedback received from consumer comments.
Tap into Authentic Demand Generation
In this digital world, sharing products (or services) through authentic marketing strategies that focus on value exchanges and relationship building with prospective buyers can help your small business experience more sustainable and cost-effective growth.
IGNITE On Purpose was established to share what we call Authentic Demand GenerationTM, with founders and business owners who care for their customers, want to build a respected brand that matters, and are looking for the most cost-effective ways to grow. We are so good at it, that we offer it on a Pay-for-Performance basis.
