How to build trust when competitors created skepticism?

  • A company wants to get in to market like air purifiers, detox products, or gas addittives. Its predecessors have created some skepticism with non-performing products, because they are a very ethical company and believe their product does just what it is supposed to do. How would you advise the newcomer to move ahead and buid trust with consumers? What must they do? What must they not do? LinkedIn Question by: Jeffri Epps

First and foremost, you need to do an in-depth research of customers, and specifically try to probe on the effects of competitor communication on them. It’s likely that one of the 3 results might emerge:

  • A – Consumers agree to competitors’ skepticism, and are content with that position, taking actions accordingly
  • B – Consumers are skeptical of competitors’ activities, but have decided to carry on with competition – because of herd mentality or due to no other alternatives available
  • C – Consumers neither agree or are skeptical about competitors’ position / messages – hence are not bothered who offers the products or services

In case of A, it might need further probe on additional factors they are looking for, which are currently not addressed by competitors. Depending on how strong and sustainable advantages these factors are, you may decide to take a course of action

In case of B, you might like to explore ways in which you’re able to present yourself (your product) as something that makes a difference in the attitudes towards the product.

In case of C, you might like to see in what ways the product could be seen – not necessarily in terms of benefits, but in terms of value. e.g. something like “well, you know, people say many things about this, but who cares!!”. But you’d have to really see how the values associate to the brand in the long term.

Long ago in India, domestic TV advertising started going the route of being “also ran” stereotyped communication. After all all TVs gave comparable picture an audio performances. At that time an imported TV was considered much superior, but was not available to 99% of the population! On researching, one brand discovered that actually, an imported TV immediately created an element of envy among the peer circle. this element was capitalized with huge success thru the “Neighbour’s envy; Owner’s Pride” campaign – even though “envy” was depicted with all its negative connotation.

I’m not sure what product category you’re in, but maybe by research, you’d get some insights that truly justify a “negative against the negative” approach, which ultimately could work positive for the brand.

(Please contact me should you need elaboration / clarification) Also Look for Other Answers.

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About shantanu.sengupta
I'm a passionate Strategic Marketing professional who deeply understands the interplay of Technology, Collaboration and Design that drives brand innovation and growth in a post-recession world today. I believe that marketing solutions cannot be found by referring to historical case studies, esp. since no two marketing problems are the same. As a result, instead of adhering to a jargonised approach to marketing, I follow Design Thinking principles, challenge existing norms and processes, and search for innovative ways to solve marketing problems. I specialize in developing and implementing marketing and communication strategies across B2C and B2B channels, with a clear focus on brand development and customer engagement that increases future brand value.

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