At the SXSW Tech Conference, downtown Austin was flush with participants pitching their products and more people clamoring for and chasing insights into those products and more. Steve Smith points to the search for Authenticity in his MediaPost blog – Chasing Authenticity At SXSW. While he was talking about Authenticity in relation to products and their intended users, the same lessons hold true for communication.
Essentially, Smith captured statements from Walgreens and HBO executives about the development of their companies’ Apps. In the case of Walgreens, they found that people didn’t care about games – they just wanted to do core activities like simple filling of prescriptions. At HBO, consumers wanted to view original content on the HBO Go App. In both instances, the companies were able to build user-base solely on the core features and then they were able to expand to other functionality. They realized that they couldn’t hide their “authentic” product to build excitement for something that didn’t make sense for their intended audience right off the bat.
Too often in marketing, we see messaging that is spun too far from the truth. Or, we see products from publishers, companies and organizations that just don’t ring true to what we believe them to be. We’ve all been there – where we might be too heavily immersed in a product to take a step back and ask the right questions. The right question is not always “Will anyone care/buy?”, but “Does this product make sense coming from us?”
We’ve referenced the common occurrence of utilizing campaign products that are the shiny-object-du-jour and how marketers should really analyze whether that makes sense. Sometimes, you’ve got to bite the bullet to present what management asks for. But, we should all be striving to present the authentic core of what our companies represent. The litmus test for any product development or campaign is whether people will immediately understand why you’re releasing/communicating this. If its not immediately clear to the end user, then you might need to reconsider.
The business world is awash with terms like “optimize” and “leverage” and that’s for a reason. Sadly, many don’t follow through with the core elements of each. Subsequent campaigns and communications are that much easier when they are derivative of the core values or message. Through that authentic development and communication, you’ll make bring the right products and campaigns to market with the strongest economic benefit and upside.