Pay no attention to that man behind the curtain.
The new marketing is all about transparency. Let’s examine how some smart brands are letting consumers take a look behind the curtain.
The old, reliable behind the scenes
Delivering behind-the-scenes footage has become a standard for content-savvy advertisers. Whether they’re providing insight into how a particular advertisement was produced (see Absolut, Sony Bravia, or Northwestern Mutual) or offering an additional opportunity to get a peek at a celebrity endorser (see Beyoncé for Nintendo), advertisers recognize that consumers eat this content up.
Quite honestly, this one is easy, and should be a no-brainer. The expectation for the production quality on behind-the-scenes content is low, which means the cost of execution can be low. Equip someone on your team with a photo or video camera and have them shoot away. Piece the best bits together and viola: you’ve got compelling content.
This thinking works beyond high-priced ad shoots. Press events, charity initiatives, photo shoots, and trade show appearances are all fodder for great behind-the-scenes content that will resonate with consumers.
New approaches to transparency
Releasing behind-the-scenes content from a manufactured marketing happening is one thing. Really pulling back the curtain is another story. It takes a little more effort and a lot more confidence, but in the long run, it’s worth it.
Nokia’s Conversations.Nokia.com is a blog all about letting consumers see inside the company. It’s hard not to become a fan of the brand after getting so much access to their thoughts on business, design, market research, etc.
GM has made lifting the curtain an integral part of the GM Flickr stream. They include design sketches, images of their production facilities, and even market research documentation.
Ford CEO Alan Mulally made headlines when he began to participate on Twitter. Why not post a video of him doing just that? Note that again, low production quality is not an issue.
So what’s the benefit?
Good question. If you’re sharing some basic behind-the-scenes footage from your latest marketing campaign or event, the benefit is additional content for cheap. You’re spending money on the event anyway, and a modest additional investment delivers the additional behind-the-scenes content.
The benefits of true transparency go way beyond cost control. Investors will value your innovative approach. Current employees who participate will relish the opportunity to let the world appreciate how they contribute. Potential future hires will be well informed about your culture and philosophy. Your audience will engage with content about your people. In the end, everyone involved will understand and relate to your brand in a far deeper way.
A better question might be “So, what’s the risk?” There really isn’t much, as long as your transparency is authentic and your team understands what you’re willing to share. Nokia’s design team shares quite a bit, but you can rest assured that there are things they won’t be sharing. These lines need to be clearly defined, and a good content-creation process will leave plenty of room for oversight and approval.
Takeaway
Consumers are curious, and their appetite for content is insatiable. Feed them more than just your most polished and practiced marketing communications. They want to get to know you. If you believe in your products, your people, and your processes, then you have nothing to hide. Pull back the curtain, open up, and let them in.