Modern marketers and marketing methods face a daily choice between accurate and aspirational presentation ‘ presenting a product or brand as part of a certain lifestyle vs. a truthful portrayal of the realities. This is not necessarily a new challenge for businesses interested in advertising their product or service. However, with a combination of new platforms (and ways of presenting products), and vastly increased audiences, it’s a challenge that can be particularly difficult to overcome. Famous examples like Fyre Festival, influencer marketing and innumerable failed Kickstarter campaigns are all expressions of this challenge, and the blurring of lines between aspirational content marketing and accurate product representation.
The role of marketers rests in ‘selling’ ‘ presenting a product in such a way as to persuade audiences to become customers, and so the temptation (and eventual reality) is to show off a product in the best possible light, using idealism to sell. This is also expected by most brands ‘ who would want their offering to be portrayed in anything except the most positive light?
We can see this trend particularly with advertising for fast food companies and beauty products ‘ and all of these ads attract criticism for lack of realism or ‘real world’ thinking. The customer requirement for a grounded product presentation is often missed by marketers, despite creating content for specific audiences and users, in favour of best possible world idealism. There can also be a disconnect between the expectations of product use from a brand, and how it is actually used by customers; this can, in turn, lead to disconnect between the presentation of a product and user experience, between aspirational marketing and functional use.
There is an expectation that some responsibility rests with the user, in researching products, companies and brands before making a purchasing decision ‘ particularly in the case of pre-sales where the product is not yet available. However, intended features and product use vs. availability and functionality in the end product can often be difficult for brands to effectively communicate. Brands must have some responsibility for providing enough information so that users can make an informed decision, and should react to the impressions that their customers form (although monitoring these impressions can be difficult) to ensure a realistic view of their product.
The reality is that responsibility, at least in the short term, often falls to the marketers. Brands must meet business and customer expectations, striving to stand out from competitors and highlight the best aspects of their products, whilst also maintaining realistic expectations. The quality of a marketing campaign is in crafting an accurate story that still positions the product in an attractive light, whilst the best content, particularly online, feels real and connected to both the product and genuine user experience.
The requirement for accuracy should be upheld by brands, ensuring that representations of their products are not disingenuous ‘ and marketers should consider the brands they work with and the products that they & their practice will be associated with. Failed events like Fyre Festival provide a welcome reminder that a product must deliver, that marketers must base their content on accurate representation, and promises made by marketing material must deliver for audiences.
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