As marketers we are always thinking about ways to launch a new product. We brainstorm about clever gimmicks that can break through the clutter and get our product noticed. We want to be different, trendy, memorable — and we want to tell everyone how great we are. We do a lot of talking, but where is the action?
Yes, as the old axiom says actions speak louder than words. This idea was reinforced about a year ago by the Ford Motor Company, when they did not take federal funds in the bail out. The action changed many consumers’ view of Ford. It was powerful and memorable. Ironically, about five years earlier Ford ran a corporate campaign called “Bold Moves”. It was not a bad campaign, however, it was marketer rhetoric stating what they were going to do. In the end it wasn’t a series of ads that began to change people’s perception, rather, it was a single bold action.
Actions can establish a brand. Earlier this year, Hyundai made a promise to take a vehicle back if a new owner lost their job. The Hyundai Assurance Plan established a brand promise that the auto manufacturer was acting in the best interests of their owners. An action that was not matched by the competition for months. The action made Hyundai a topic of conversation. The once unknown Korean auto company started appearing on many shoppers’ consideration set, and also in many peoples’ garages.
Actions can be more powerful than advertising, because actions are relatable — believable. You may have heard the story of the following story about a Honda owner. The story is about these two neighbors a man and a woman. The man asked the woman how she liked her new Honda Accord. She responded by telling him the engine blew last week. He responded, “I guess that is the last time you will buy a Honda.” She responded, “Actually, now I am a Honda owner for life.” To the man’s amazement the woman told a story of how the dealer and Honda took care of her — they quickly replaced the engine, Honda picked up the cost, and she received a free rental. I don’t know if the story is true or a marketing urban myth. I do know the story is memorable, easily repeatable and will probably do more for the Honda brand than probably 100 commercials.
By the way, coming up with a defining marketing action is not easy. Actually, coming up with action is probably easier than implementing the action. Generating an action that is a “win-win” for marketer and customer may require business investment, changes in production logistics, or a shift in the corporate mindset. It is much easier to come up with an ad to tell everyone what you are going to do, than actually do it.
Regardless of difficulty, I believe marketing through actions is worth the effort — worth the risk. So the next time your brainstorming about how to differentiate your brand or launch a new product, try starting with actions instead of ads. And let me know how it goes.
