Is Your Business Trustworthy?

Awhile ago an article about Baby Boomers and  Advertising arrived in my email and I saved a portion to share today with a disclaimer…

This advice applies to all generations and the real question you and I need to answer is, Is Your Business Trustworthy? 

10 Ways To Build Boomers’ Trust

1. Make a long-term commitment. While Boomers represent the largest share of consumers for a vast majority of products and services, too often their loyalty is taken for granted. In today’s ultra-competitive world, brands need to maintain a constant presence in consumers’ lives not just to develop new customers, but also to protect existing ones.

2. Provide visibility and validity. Representing Boomers’ lives, priorities and interests in marketing efforts validates their existence, and develops a strong mental connection between them and your brand.

3. Express gratitude. Consumers expect to be rewarded for their loyalty through purchase frequency savings programs, but brands that really stand out take it a step further with additional messaging that simply thanks customers for their business and offers to better meet their needs. Airlines do a great job of this.

4. Treat your employees well. Being good to your employees conveys that your company cares about more than profits. Costco has become known for paying decent wages, providing good health benefits, embracing equality, and promoting from within. Such benefits have resulted in high employee loyalty and good press for the brand.

5. Give back. Customers like knowing that their spending allows them to participate in doing social good. In a world where Wells Fargo exploited its consumer base for its own good, companies that do social good will stand out. Companies with strong corporate social responsibility efforts are also a hit with Millennials.

6. Keep good company. Ad networks may be cost-efficient, but they can’t guarantee delivery of your message in an environment that enhances messaging. Leveraging media environments that consumers already trust can provide the unexpressed endorsement of an advertiser.

7. Provide knowledge and transparency online. While an ad can generate awareness, it is no longer enough to drive sale. Among Boomers who use the Internet, 90% conduct research online before making purchase decisions. Make it easy for these consumers to find and learn about your brand online by providing dedicated URLs in advertising, and maximizing the effectiveness of search strategies.

8. Develop strong customer service. The importance of strong phone and online chat customer service can’t be overstated, particularly for serious purchase decisions (e.g. investments, healthcare). Older consumers may first want to gather information independently, but once they are ready to contact a company, they expect to be greeted by a knowledgeable, friendly, helpful person who provides an easy learning and/or buying experience.

9. Develop online communities. There’s safety in numbers. Online communities can serve as brand ambassadors and provide Boomers with the confidence that purchasing a product or service is a good investment.

10. Generate good press. Even the best advertising can’t match the value of independent editorial coverage by reputable media outlets. This is a well-established tactic that is more relevant than ever in the age of mistrust.

The no-shortcuts way to build trust: Justified or not, marketing has played a significant role in the age of mistrust. Brands that want to stand out from the rest must prioritize integrity, part of which means treating the relationship with Boomers with the respect it deserves. There’s no silver bullet solution. Brands simply need to walk the walk.

This snippet was from an article shared by Mediapost.