Trend Watching is one of our favorite blogs over here at Old Town, and their latest blog is all about admitting and being proud of your flaws as a company. Research has shown that even serious flaws can boost a consumer’s opinion of your brand if it’s admitted and addressed. A great example of this is online reviews. Most companies view negative reviews as the bane of their existance, but consumers view them as a reality check.
68% of consumers trust reviews more when they see both good and bad scores, while 30% suspect censorship or faked reviews if their aren’t any negative comments or reviews (Source: Reevoo.com, January 2012).
Shoppers who go out of their way to read bad reviews convert 67% more than the average consumer (Source: Reevoo.com, January 2012).
People aren’t dumb, every brand screws up every now and again. Consumers just want to see how bad the mess-ups are and judge the company for themselves.
We HIGHLY recommend looking through some of the examples on the brief and taking some time to consider how transparent your brand is and how transparent it can be!