|Developing Trust in the Relationship
By: Cindy Wendland
Two big winners in commercials are kids and pets. People love them, and end up loving the commercials because of the cuteness factor. This commercial for Chase started out with dogs and the dog trainer Joel Silverman. If you miss the beginning of the commercial, you miss the point of the commercial, which is all about developing trust in the relationship.
In order to be successful, your marketing and your brand need to be trusted by the consumer. People won’t continue to do business with someone they do not trust. To build trust takes time. To rebuild trust takes even longer.
Joel Silverman explains how he builds relationships with his dogs and how Chase builds relationships with its customers. Silverman says he first determines the likes of each dog. Then he believes it is important to have humility and be open-minded to be a master dog-trainer. He wants to be the best he can be. Chase wants to be there and handle his finances so that he can.
In some “cute” commercials, the brand receives little feature/benefit time. This commercial does a good job in laying out the benefits from Chase. Chase says they make life easier by allowing people to deposit checks at the ATM and get a confirmation of their deposits on the receipt as well as allowing people to take care of their banking anywhere. It is a short segment of the commercial but it gets the job done.
The dogs are beautiful and incredibly well-trained. People feel so good after viewing the commercial, and Chase gets the benefit of that good feeling transferred to them.
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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