The Marketing Clutter
In today’s business world it can be hard to “stand” out from direct competition or substitutes available within the market. Consumers are bombarded by marketing messages and advertisements everyday. Marketing messages and ads are available everywhere we look and on every device we use in our daily lives. According to SJ Insights, check out the average number of advertisements and brand exposures a person undergoes just in one day alone:
- Average number of advertisement and brand exposures per day per person: 5,000+
- Average number of “ads only” exposures per day: 362
- Average number of “ads only” noted per day: 153
- Average number of “ads only” that we have some awareness of per day: 86
- Average number of “ads only” that made an impression (engagement): 12
As you can see a person may be exposed to 5,000+ advertisements per day. However, how many of these sink in and make an impression on the viewer? Total ads that generated awareness were 86 and the total for ads that made a lasting impression is only 12 out of 5,000! So how do marketers and businesses alike break through the marketing clutter? One critical gateway into a consumer or clients “awareness” is by using testimonial communication.
What is Testimonial Communication?
In relation to law a testimony is a sworn accounting or solemn declaration of fact. Essentially, for marketing, testimonial communication is as follows:
Testimonial communication is a consumer sharing their personal experience with a product or service. This could include all their thoughts, opinions, delights, hopes, and even frustrations with the experience they had. It is both a raw yet honest account of what they liked and disliked with the product or service.
It is key to remember that testimonial communication used in marketing can end up being a double-edged sword. People may enjoy your product or service and give you a glowing testimony of their experience. However, it could be equally likely that the consumer had a very bad experience and gives you a negative testimony concerning your product or service.
The Power of Testimonial Communication
Why is testimonial communication so powerful? The key is the level of trust and familiarity. Businesses can only do so much when it comes to “convincing” a potential buyer. They can make as many astounding claims or promotions as they want and still fail to get a consumer to try it. If a person is not familiar with your business or your products they will be less inclined to trust you. Testimonials are also very powerful because positive ones will help your brand’s image and perception of quality.
According to Cutting Edge PR they state the following concerning testimonial communication:
“The most powerful persuader in the marketplace, apart from a customer’s own experience, is the opinion of someone they trust. That’s why so much effort goes into viral marketing or ‘word of mouth.’ They give you instant, direct unvarnished dialogue with others. And that’s also why genuine testimonials are so effective. A testimonial is third-party endorsement at its best. There is much more credibility in the words of other unbiased people than in your own words of self-promotion.”
Testimonial marketing communications can serve as a bridge to close the gap of “unfamiliarity” that consumers have. If someone they know and trust openly shares a positive testimony about a particular business, product, or service they will then be more likely to give it a chance and lend their “trust”.
Suddenly, consumers can become a great marketing force themselves through ‘word of mouth’ and testimonials. Instead of using traditional marketing communications to break through the marketing clutter (which can be ineffective) marketers and businesses can now use powerful testimonial communication. They can do this by sharing the testimonies of consumers to break through the marketing clutter and gain new levels of trust.