False Advertising

The reputation of the advertising industry is such that most people expect a certain amount of exageration and stretching of the truth in commercial messages designed to sell you a product or a service.

It has become somewhat anticipated that the hamburger won't be as big or juicy as it is in the photo, the shampoo won't make your hair as shiny and manageable as it shows in the video, or the service provider won't be as cheerful and knowledgeable as they claim in the webinar.  Many people expect that the three out of four doctors who recommended the toothpaste/pain killer/weight loss treatment are getting paid or are relatives of the CEO.

This cynicism is exponentially more true for those born since 1980.

Think about the shock a company would create if they avoided hyperbole and puffery and simply shared the facts and told the truth.  Anticipate what the reaction would be if they said, "You need a car for transportation and our car will get you there safely and at a reasonable price."  Imagine the ripple effects it would cause if consumers responded to a straightforward recitation of product features and how those features might help address some of your needs.

Some would probably be looking for the catch.

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Has the World Gone Nutella?

A California court recently awarded a San Diego woman a $3 million judgement because she interpreted Nutella advertising to be making claims that Nutella was healthy.  The most surprising thing about this verdict is how unremarkable it has become.

I am an earnest proponent of honesty and good faith in marketing communications anyway.  It is the only way you can build and sustain that relationship with the customer that is essential to a long term profitable relationship.  It seems, however, our judicial system has given marketers another reason to keep to the straight and narrow in their advertising claims.

Here is the transcript of one of the ads that came into question:
"[MOM]: As a mom, I’m a great believer in Nutella, a delicious hazelnut spread that I use to get my kids to eat healthy foods. I spread a little on all kinds of healthy things, like multi-grain toast. Every jar has wholesome, quality ingredients, like hazelnuts, skim milk, and a hint of delicious cocoa. And Nutella has no artificial colors or preservatives. It’s quick, it’s easy, and at breakfast I can use all the help I can get.
[VOICEOVER]: Nutella—breakfast never tasted this good."

Obviously, they were trying to broaden their market and hoped to be thought of as a breakfast alternative in question.  I honestly don't see egregious overreach here.  Nevertheless, I do think the verdict provides an opportunity for all marketers to revisit the marketing and advertising claims and make sure they aren't spreading it on a little too thick.

Honesty, Integrity and Car Repair

I have a habit of not liking car payments, so I tend to keep cars as long as possible.  While it is nice not having to write the monthly check to the car company, a result of this strategy is that I spend more time than I would like in the repair shop.  Having become a bit of an involuntary expert, I have noticed that there is a wide range in the quality of service that you receive at such an establishment.

I have recently found a place that has figured out how to focus on the important things.  They DON'T have Starbucks coffee and donuts in their waiting room.  Actually, they barely have a waiting room.  What they do have is great record-keeping.  They know the cars like a doctor should know her patients.  What they do have is great service.  Even if you just come in for an oil change they will do a free engine evaluation for you.  But most importantly, what they do have is trustworthy, believable personnel.  I have had them recommend against doing a repair.  I have had them tell me to wait to get something fixed, or to go somewhere else where a service would be cheaper.  Because of that, when the DO recommend something, I tend to believe them more. I also come back when I need service.

Honesty, integrity and service always have been and always will be the best marketing strategy there is!