In a time of great economic turmoil, value wins out. Homeowners are feeling less wealthy. Retirees are wondering where their wealth has gone. So it is only natural that many of us are looking for the most we can get for our dollars. Or as TARGET says, they will give us MORE.
Marketers recognize this and are trying to give us more. More quality, more style, more fashion, more service for less price. But therein is the potential problem. How far can we go in offering more and being believable? Push “too much for too little” and you lose credibility.
With any brand position, we need to offer the target a basis to believe our position. That basis of believe can come from a variety of sources.
For instance, offer proof in the form of evidence…if your clothes are supposed to be be brighter yet your detergent cost less, offer a study from an independent testing lab.
Another bases of belief is to believe in spokespersons, people who have had experience with the product. Or who are otherwise believable or held in high regard. If I am buying a set of tires, a NASCAR driver who relies on his tires might be someone I would consider an authority.
Another method is to conduct research with consumers to validate claims.
As a marketer, we face the task of not only getting customers to believe our position, but also to shake the foundation of competitive brand positions. We do this by offering Basis of Belief for our positioning.
Today, everyone is offering value or more for less….who will be believed?