Over and over again, those I talk with in focus groups and interviews on various topics, reject the communications of those in authoritative roles and espouse the power of the (real) people. Celebrities, executives, and even employees down the ladder (for the most part) just aren’t credible these days. Executives are associated with major debacles and are thought to communicate only when there is problem – think Enron, Toyota, and BP. The motives of “regular” employees are also scrutinized because they have a vested interest in their companies. The same is true for celebrities, which in most cases are thought to be in it for money or increased notoriety. A clear lack of trust in these representatives is evident. (Exceptions are famous individuals who have truly invested in causes and don’t need more money, such as Oprah, Robert Redford, or Bill Gates, but I digress.)
Real people want to hear from other real people. They want to hear about real experiences with organizations, services or products. Savvy marketers have been attuned to and successfully leveraged this perceptual trend. Our own “Real People, Real Stories” campaign for ACCCE is a fine example of this strategy. Other excellent examples include the “Real Beauty” campaign from Dove and Apple’s “Real People” campaign that featured customers who had switched from PCs to Macs.
As marketers, we will continue to utilize this trend in our communications strategies, especially through social media outlets. However, I would like to share one note of consideration. Real people are seen as trustworthy because they are perceived to be authentic. While it is understood that real people may be compensated for their testimony, there is a need to be transparent about paid endorsement. Better yet, get real people to share their positive experiences without payment. Remember, transparency contributes to authenticity, which promotes trust. To maintain the power of real people in marketing communications, remember to keep it real.
