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An NPR story I heard just moments ago inspired me to write. In Tom Goldman's piece about Barbaro and what his passing might mean for Derby Week, we get a little snippet of the power of authenticity.
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One of the keys to transparent marketing is to "be authentic," and it is something that businesses seem to have a lot of trouble grasping. It may be because traditionally, business has been all about seeming bigger than you are or seeming more corporate so as to be perceived as more established/trusted, and so on... BUT, I'm here to tell you that women especially want to see behind the curtain before they give their trust.
That's why an NPR story I heard just moments ago inspired me to write. In Tom Goldman's piece about Barbaro and what his passing might mean for Derby Week, we get a little snippet of the power of authenticity.
Goldman reported the industry had been concerned that the whole new herd (my word, not Goldman's) of horse race fans might lose their interest now that Barbaro was no longer around (sort of like the cycling industry and Lance Armstrong's retirement). However, that doesn't appear to be the case. Rather, because the normally more secretive, non-disclosing industry actually was very open about every step of the way with Barbaro, the newer fans seem to have stuck around.
Fans, like consumers in general, appreciate honesty because it humanizes or makes the industry/organization more accessible. For the longest time, horse racing seemed ever-connected with outrageously rich people in big hats drinking mint julips. Then, when the horses and their stories became the focus - voila! - A LOT more people could relate. (I, for one, relate much more to the stories of animals - and of people who ride bikes, in the case of Lance Armstrong - than I do to competitive sports, in general. I think the Barbaro story has helped to keep me plodding along with my once-a-month riding lessons. )
Being authentic means staying true to your roots, and remembering the human-scale reasons your business does what it does. With that in mind, being honest about the problems and solutions along the way shouldn't be that scary. In fact, the humans who are your customers see your honesty for what it is, and appreciate your brand all the more.
Now, I need to go schedule another riding lesson...
*Transparent marketing is one of the concepts introduced in the book I co-authored, Don't Think Pink.
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Comments
A byproduct of authenticity is relationship building. When we relate to our audience and show our human side, our audience responds because we look like them. It is a mystery why otherwise smart marketers work to conceal our human weaknesses and play mostly on corporate strengths. The result is a story about a bionic business, and who can relate to that?
Posted by: Lewis Green | 05.04.07
Andrea- I could kiss you for those two references to cycling in one post. You know I love you, right?
Ok, to the post's points...
Yes, that transparency, in the form of a human relationship, goes a long way with fans/ customers. I mean, look at what NBC does with their coverage of the Olympics; in order to draw in more viewers, they go far out of their way to produce those cheesy (sometimes) personal stories about the athletes. All to get people to connect. The only problem is when said athlete doesn't perform and ends up out of competition too soon.
The number one reason why I have my Masiguy blog is so that I can get people to connect to me and then my brand by extension. The shameless self-promoter that I am, the constant dialog I have with my readers has really helped to reestablish the brand with a lot of people and a new community has grown around it.
The greater bike industry though, is still very slow to embrace this kind of concept (of openness/ transparency) because it has forever been so closed- not by choice or conspiracy but just by the sheer nature of the beast many years ago. Most bike makers toiled in obscurity, for the most part, living like monks and building bikes in near secrecy. The retailers lived kind of the same way. Things are getting better and better, but it is still moving a little slow.
"The Lance Effect" is beginning to fade- road bike sales are still growing, but at the slowest pace in several years. Much of that is being attributed to Lance's retirement and the ongoing drug scandals plaguing the sport. The economy, as a whole, is not terribly strong and money for bicycles is just not as ready as it once was.
All of that said, the industry is slowly changing and is finding new ways to connect to people. More and more, companies are selling the fun of riding a bike, rather than associating directly with a given athlete. And, when I began blogging, I was one of maybe three to four people in the industry with a blog related to a brand. Now there are several more and the list seems to be growing all the time. It is my belief that these more human connections will help save and grow the cycling industry. For as much as we like to watch our lycra clad heroes ride to glory we can only dream of, seeing everyday heroes we can relate to creates a more compelling reason to get out ride.
Wow... sorry for the ramble.
Posted by: Tim Jackson | 05.04.07
I am new to this marketing game, but without realizing it had a name, I have been pushing transparency since I started at my new company. This blog entry gives me more justification for what began as a general "feeling" about the way we should do things. As a new company, I really want to start out on the right foot. We are involved with data backup and, while building trust is important in any business relationship, it seems particularly important to us as we deal with people's sensitive data. Just as in personal relationships, it seems the right amount of vulnerability can go a long way in establishing positive relationships. So, we hope to be as open as possible with any problems and, of course, with their eventual solutions. Thank you for your thoughts and I look forward to the next entry.
Posted by: Nic Darling | 05.04.07
Tim - love the ramble. I will try to write more about cycling if it means that much to you. ;-) And, you make a great point. Keep the real people enjoying the sport front and center -average Joe Kentucky Derby viewers or Suzy Weekend Warrior pulling out her 21-speed. That makes the whole experience more relatable - even when the celebrity horses or cyclists are no longer involved. Even if those Olympic profile people don't often go on to win, I still really like that development in the Olympic coverage. The more I know about the people, the more common ground I can find and the more I am rooting for my "home team" in a way. And, Nic - your new company will go far if it keeps the human scale going. Glad the word "transparency" helps your cause.
Posted by: Andrea Learned | 05.06.07
Hi Andrea,
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will confirm your theory
about being authentic, real and open. It is is the best way to reach women.
Please stop by my blog and see the posting and comments with the story on the new home for my bedding line. And the postings and comment on the Kentucky Derby.
I look forward to hearing from you.
best
Robin Sherwood
www.robinsherwoodfrecklefarm. blogspot.com
robin@frecklefarm.com
Posted by: Robin Sherwood | 05.08.07