It won’t be a great shock to many to hear that a recent study proves that Irish consumers are losing faith in advertising. A new study by Carat Ireland and iReach shows that Irish consumers are losing considerable levels of trust in traditional advertising. Strongly established channels experienced double-digit drops in trust in the past year – radio dropped by 15%, newspapers dropped by 15%, magazines by 13% and television advertising by 17%.
In contrast, topping the list of the most trusted forms of communication is ‘recommendation from a trusted person’, further proving the importance of creating influence and advocates. It’s the old ‘Chow Mein Theory’. Most people go to their local Chinese take away and order the same thing every time – “I’ll have the Chow Mein”. It’s safe, you know you like it and what if you order something else and it’s not as nice? But, if you’re with a person you trust and they say, ‘you should really try the Kung Po Chicken, I think you’d like it’, you’re more likely to step out of your comfort zone and try something new. That’s the power of advocates.
The question is how to tap into that power and create brand advocates. In short, it’s a three step process: Likability, Communication and Reward. Establish why your customers like your brand, communicate with them and encourage them to communicate with others and lastly reward them for their loyalty and advocacy.
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