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Education

Information We Trust

January 5, 2006 | By: deaneparkes

A study by the Henley Centre UK listed the following as trusted sources of information:

Husband/wife/partner – 90%

Friends – 82%

Work Colleagues – 69%

TV News – 50%

Retailers – 27%

Manufactures – 27%

Government – 14%

Advertisements – 14%

The top three become more trusted when it goes beyond information to imitation. Family, friends and co-workers follow by example. Think of all the products you use or places you shop because your Mom used them.

The health food retailer has always taken pride in being ‘the’ trusted source for health information.

Be likable – When people like you they will treat you more like a friend and as you can see from above friends have a very high trust level. Building relationships/friendships is a key to survival in today’s extremely competitive market. Also it makes for a better, fun workday if you see and treat your customers as friends.

I love Patch Adams saying ‘People do not care how much you know until they know how much you care”.

This month I read a great book ‘Brand Hijack’ by Alex Wipperfurth.  A must read for today’s marketing folks. In the book he gives a list of how to have consumers perceive you as a ‘corporation that cares’.

It appears to be evolving – The Company continuously develops and fine-tunes the relationship between the consumer and itself. This involves believing that the relationship is enduring and dynamic, as well as a “two way street”. The company and consumer learn from one another and adapt their behavior accordingly.

It appears honest. The logic is obvious. If a company provides straightforward and truthful information about its products, consumers will appreciate its honesty and be more loyal to its brand.

It appears innovative and creative – The Company attempts to continuously develop new products or services that improve its ability to satisfy consumer interest and needs. If a company demonstrates an ability to think differently, to switch frameworks and functions in a range of situations, consumers tend to believe these things are done on their behalf. Innovation shows openness to unconventional ideas instead of rigorous adherence to the status quo.

It appears to have strong moral character – The company acts ethically.

It appears to have a proactive orientation – The Company tries to preempt any problems by looking ahead, keeping in mind all possible outcomes and preparing accordingly.

It appears to have an altruistic nature – The Company seems to have a loftier goal in mind than mere short-term profits and acts accordingly.

The community health food store is, to me, ‘the’ wellness resource center. Without the health food store and their suppliers I truly doubt there would be the trend toward the natural health lifestyle we see today. We do have a loftier goal, to help people live healthier and enjoyable lives. Between now and 2010 there will be 47% more consumers over 55 years of age looking for products and information they can trust.

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