As a business establishes itself in the market, and grows, maintaining meaningful and lasting relationships with their customers is paramount.
One of the main ways to begin and cherish a relationship is by luring their interest with creative marketing that tempts them into extending their loyalty towards the brand.
However, advertising and marketing has become such a competitive field in current times that companies and brands need to ensure they always keep their promises in order to maintain the trust of their customers.
Some brands know just how to make the right promises – and keep them too! And this in turn has turned them into trusted names that customers will choose again and again, and helped them transform new audiences into long term patrons.
Everyone remembers Domino's “30 Minutes Nahi Toh Free” Campaign. This was a marketing campaign launched worldwide that made a promise that was easy to make, but extremely difficult to keep.
Get your order delivered at home within 30 minutes – or you get it for free!
Sure, this campaign faced hassles – not least to the beleaguered Delivery People who had to zoom across the city – but as the brand and its number of franchises within the nation increase – so did its efficiency and its ability to keep a promise.
Image Source:Domino's India
Swiggy as a brand came out of nowhere, and captured the attention of foodies everywhere – dethroning even the biggest giants of the Food App market at the time – Food Panda and Zomato. And this was simply due to one thing – the brand always kept its promises.
From speedy delivery, to a variety of options, to excellent customer service – the brand delivered on every single promise, thus ensuring that people would choose this App over any other when it came to ordering a meal at home.
Image Source:Business Insider
Before Dannon's successful Yoghurt brand – Activia – made its way towards popularity in India, it face several hurdles in the US market.
Ads for this brand claimed that the yoghurt was “clinically” and “scientifically” proven to help regulate your body and digestive system and boost your immunity. As a result, this product was retailed at 30% higher prices than other brands.
The terms “Clinically” and “Scientifically proven” dropped the brand in a lot of hot water, and proved to be a deceitful promise, costing the brand millions in lawsuits.
Image Source:Ad Forum
Now this was a truly outrageous claim – how can a cream of gel help in trimming and slimming a body? The brand claimed that ingredients such as White tea and Anise in this cream will help a body lose weight.
This led to thousands of disappointed customers feeling cheated as they used the product for weeks seeing no results. Hence in June 2011, the brand was forced to cease any advertising claiming the cream’s “Bio-Slim Complex” leads to any weight loss or reduction in body size.
Small and Medium Business will benefit from remembering that their brand is more than just the promises made to attract a new customer. Getting a free product or similar promises will only draw the attention of the customer. It is the superiority and dependability of the brand that will ultimately retain their loyalty.
Some promises can be risky thanks to the logistics and practicalities of keeping them. Some marketing promises will get you more customers – but it will also make you lose a huge sum when accounting for the costs of keeping said promise.
When your competitors are trying to outdo each other in giving the best deals and bargains – it is imperative for you to make yourself stand out. Come up with advertising campaigns that are different from those of your rivals.
Offering good deals or surplus services will be all for nothing if the current customer market does not require those specific offers. Research your target customers’ wants and needs and craft an offer accordingly.
Remember your business' size, capabilities and clientele before making promises. If you are a small business or a startup – do not make offers and promises simply to compete with the giants in the market. This will backfire and draw negative attention to your brand.
As a small or medium business, your brand and advertising promises can make or break your future success. Be careful about the kind of promises you make as each promise will start a ripple effect into how your brand will be viewed by audiences around you.