We all must have seen ,heard or read statements in ads like 'Maine XYZ product use kiya aur ab meri skin nikhar gayi hai' or the same blah blah with some different words. These 'testimonials' from the consumers or an influential person amongst the target group or a celebrity are said to do wonders not only to your sales target but also the way people perceive your offerings and your brand.
As a matter of fact , I handle a client who firmly believes in exploiting Testimonial Advertising to the fullest and so leaves no chance to highlight them in most of the communication collaterals. It actually sounds quite boring to incorporate so many testimonials every now and then and it actually has compelled me to think that is testimonial advertising always effective??
If you try to put yourself into the consumer's shoes, you always want a proof which is convincing enough to make you believe that all the claims in the company's communication is true .Its true that people actually look forward to others who have already tried and tested the product, but today's intelligent and well informed consumer is aware of all the ways advertisers are using celebrities and public figures in endorsing their products . How interviews and statements are cooked up.They know that many a times the claims are nothing but a marketing ploy to get you to buy the product .It has become a common practice to woo consumers by misleading lines and so many a times its an 'automatic turn off' for the customer. So instead of blindly going ahead with the trial of the product , he actually does some research on his own (thanks to Google) and only when they are pretty convinced and comfortable with the product they are enticed to try it.
Also, many a times the potential customers start creating an image about the brand/company on the basis of the consumer base associated with the company. The existing customer base as such becomes the face of the product/ company. For example while promoting a healthcare provider all testimonials come from customers who fall in the middle class or SEC B or say SEC C , many potential customers may turn away perceiving it as a mediocre name to be associated with .
So the testimonials have to be used very carefully and judiciously so that they can actually help you in attracting new clients and build a trust around the brand name.
As a matter of fact , I handle a client who firmly believes in exploiting Testimonial Advertising to the fullest and so leaves no chance to highlight them in most of the communication collaterals. It actually sounds quite boring to incorporate so many testimonials every now and then and it actually has compelled me to think that is testimonial advertising always effective??
If you try to put yourself into the consumer's shoes, you always want a proof which is convincing enough to make you believe that all the claims in the company's communication is true .Its true that people actually look forward to others who have already tried and tested the product, but today's intelligent and well informed consumer is aware of all the ways advertisers are using celebrities and public figures in endorsing their products . How interviews and statements are cooked up.They know that many a times the claims are nothing but a marketing ploy to get you to buy the product .It has become a common practice to woo consumers by misleading lines and so many a times its an 'automatic turn off' for the customer. So instead of blindly going ahead with the trial of the product , he actually does some research on his own (thanks to Google) and only when they are pretty convinced and comfortable with the product they are enticed to try it.
Also, many a times the potential customers start creating an image about the brand/company on the basis of the consumer base associated with the company. The existing customer base as such becomes the face of the product/ company. For example while promoting a healthcare provider all testimonials come from customers who fall in the middle class or SEC B or say SEC C , many potential customers may turn away perceiving it as a mediocre name to be associated with .
So the testimonials have to be used very carefully and judiciously so that they can actually help you in attracting new clients and build a trust around the brand name.
testimonials are wat i'd call a "necessary evil" .if you look around you, you'll see almost all the top brands have resorted to it at some point of time. but having said that, i'd say it depends on WHO is endorsing the brand. An Amitabh or a Sachin and a Shahrukh will always bring in visibility and lend respectability to the brand. but as an ad person, i'd resort to testimonials ONLY if i dont have a strong inherent idea for the brand. in my heart, the idea scores over the celebrity. ( the classic example being the Hutch Dog ad. they are cheaper and can be as much, if not more effective. - Navjot Sethi
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