Old lessons for the new world

Years ago when I ran marketing workshops as part of my previous business I came across the old 1950s print advertisement with the grumpy old man sitting in a chair who says…. 

“I don’t know who you are. I don’t know your company. I don’t know your company’s product. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s record. I don’t know your  company’s reputation. Now – what was it you wanted to sell me?”

While I agree with the sentiment – establishing brand credibility is essential – online media makes it so much easier than ever before. The reality is though, with instant media access, if you are interested in an organisation or you have accepted an appointment from a sales representative, then a quick Google search is likely to take place to establish these things.

So the maxim stays the same. However we have more options to answer these questions in more media.

I know on redballoon.com.au we have answered these questions consistently in various places. The about us section of the web site is really important for that. It is there to build trust.

I’m amazed how many websites I visit where the “about us” page says absolutely nothing – you have no more idea about who they are than you had before you visited the site. The role of the about us page is to build trust – and let the “personality” of the organisation shine through. Maybe website operators need to go back and complete Marketing 101.

Simply, we want to know who you are… without a public presence all we have to rely on is our Google search and the about us page.

Naomi is the 2008 National Telstra Women’s Business Award winner for Innovation. Naomi was also a finalist for the Australian HR Awards and a finalist for the BRW Most Admired Business Owner Award in 2008. Also in 2008 RedBalloon achieved a 97% Hewitt employee engagement score. One of Australia’s outstanding female entrepreneurs, Naomi regularly entertains as a professional speaker inspiring middle to high-level leaders on employer branding, engagement and reward and recognition. Naomi writes a blog and has written a book sharing the lessons from her first five years.

To read more Naomi Simson blogs, click here .