The Agency Record Blog
There often seems to be embellishment in advertising. It’s no secret, then, why consumers are so frequently skeptical toward marketing campaigns. The counter to consumer skepticism would seem to be obvious: be exceedingly truthful in your advertising. I will give two examples of companies that would be wise to heed this advice. Not surprisingly, they are mobile phone carriers.
- T-Mobile: You are hearing more and more about 4G mobile data connections. It is the latest and greatest technology for accessing the internet with a mobile connection. T-Mobile has declared they now have 4G. Did they suddenly upgrade their network to something faster? No. They simply decided their network was fast enough to define it as 4G. The International Telecommunications Union has set a standard that defines “4G” and T-Mobile doesn’t meet those standards. Unfortunately for them, you just can’t speak something into existence. Their network may be fast, but it’s not 4G fast.
- AT&T: They like to boast about having “more bars in more places”, but any customer of AT&T knows that’s only part of the story. You may remember how AT&T and Verizon publicly feuded over Verizon’s claims that its 3G network was larger than AT&T’s. AT&T fired back with a barrage of commercials showing how much larger their overall network was than Verizon’s. While technically true, the actual point was about 3G coverage, and Verizon’s 3G network is larger. Semantics won’t make you look better in advertising.
In these two cases, some customers may not care because the technology is over their head. However, it is never good to embellish your service. People will stop trusting anything you advertise about your business. On the flip side, if you are nakedly truthful, you’ll stand out amid the advertising chatter.
No comments yet.