26 Nov. 27-Dec. 12, 2013
OUTLAW NEWS
explorebigsky.com
Explore Big Sky
Do consumers trust you? BY E.J. DAWS OUTLAW PARTNERS DIRECTOR OF SALES
Consumer trust is on the rise in various forms of advertising. Long gone are the days of the outlandish claims of health benefits in smoking (“More doctors smoke Camels than any other cigarette”) or that the Ford Pinto would be worth more in 20 years. Advertising today is more about consistency and messaging clarity, which has consumers gaining trust in ads as a resource for buying decisions, as opposed to feeling like they’re being “duped.” In a recent Neilson Report poll asking 29,000 consumers about their preferences and trustlevels in various forms of ad messaging, most categories saw a boost in credibility compared with 2007 results. Word of mouth still reigns as the most trusted form (84 percent), but print advertising jumped from 56 to 60 percent. Interestingly, 67 percent of people found informational articles on a business as a good resource on that brand or product. As business owners continue to look for different ways to introduce people to their brand, sending out press releases and purchasing advertorials can be effective options, as well as a change of pace from traditional advertising.
Information and stories can be powerful marketing tools, while breaking down advertising barriers to potential clients.
branded websites as a very trustworthy source to gather information on the product or company.
The best websites are well-designed, and dyBusinesses and organizations send press releases namic in performance (meaning one can easily to EBS editors daily. The navigate on desktops, more complete they are – laptops, touchscreens, Advertising today is more detailed, clearly written smartphones, or tablets). about consistency and and with a good news They also contain value hook – the more likely messaging clarity, which messaging, and clear-cut our editors are to pick differentiators to the has consumers gaining them up. marketplace and other trust in ads as a resource competition by using Its big brother, the adimagery and video. for buying decisions, as vertorial, allows you to take your messaging to a In this world where opposed to feeling like deeper level, and provide businesses and marketthey’re being “duped.” more information to a ers are pulled in many potential buyer alongdirections, perceptions side a subject or story he around advertising will or she finds interesting. You can find these in our continue to evolve, and each year consumers’ Outlaw publications under the header, “special trust in the messaging they’re being presented advertising section.” with increases. Traditional advertising is often meant to be shocking or eye-catching. An advertorial, on the other hand, is in keeping with the rest of the publication’s flow and does not interrupt the viewers’ enjoyment of engaging with the editorial layout.
Both the market and the consumers’ preference of marketing style are driving this evolution: Instead of “Look at our shiny new object,” successful advertising says, “This is how our product realistically fits into your everyday life.”
Seemingly counterintuitive are the Neilson results of consumer perception of a company’s website. Seven out of 10 people surveyed look at
Looking for new ways to market your product? Contact E.J. Daws at the Outlaw Partners: (406) 995-2055.
THE WEST MAY BE WILD,
but it’s not uncivilized
Holiday SeaSon on tHe Gallatin
Indulge in a cozy holiday season escape in your warm and toasty guestroom and enjoy treats that include house-made holiday cookies prepared by Pastry Chef Liz Michaelis, and hand-crafted chocolates. Revitalize with us during this busy time of the year. Package includes: • One night stay • Decoy Pinot Noir • La Chatelaine Chocolates • House-made holiday cookies For reservations please call (800) 937-4132 Offer is valid for stays through December 18, 2013. Rates starting from $165 per night.
ToasT & RoasT on DecembeR 18
Join us in toasting to the start of another beautiful Montana winter at 5:30pm!
tHe ReStauRant Re-openS
Experience our world class seasonal Montana ranch-to-table cuisine when The Restaurant re-opens on Thursday, December 19. We’ll be open daily through January 5, 2014. rainbowranchbigsky.com • 1.800.937.4132 Five miles south of Big Sky entrance on Hwy 191