When looking for services and products, consumers take into account greatly the impression and experience of other customers.
This is one of the reasons marketers prefer to hire real people, bloggers or social media influentials to pitch products and services over celebrities; because they know people are swayed by authenticity.
The guys at Capital One Spark Business are aware of this fact and recently helped out some small business owners to market and reach new customers. The bank’s “Spark Plug” initiative produced marketing materials on behalf of 125 mom and pop stores to help them market and reinvigorate their publicity efforts.
The results are 150 marketing spots of advertisement, some in print, out-of-home, digital and video ads.
About 400 small businesses in DC, New York, New Orleans and Houston submitted applications for the chance to receive custom ads with their biggest fans.
A recent survey by Capital One Spark Business discovered that “76 percent of small business owners face marketing challenges,” a statement from the bank read. “What’s more, 40% of small business owners have not marketed their business in the last 6 months, even though 70% want to,” it continued.
In exchange, Spark uses the ads to also show existing and potential customers that Spark is available to provide financial solutions, mentorship opportunities and marketing dollars.
The Spark initiative also produced 11 video commercials featuring the biggest fan of each of the business.
It was amazing to watch business owners listen to their customers sing their praises,” says Keri Gohman, head of the Small Business Bank at Capital One. “It was heartwarming and 100 percent authentic.”
The marketing spots are a much needed boost and a cool twist on the traditional testimonials.
Here is one for gelato truck Dolce Gelati featuring the sister of the owner who presents in a studio with the truck in the background.
“It’s a cool truck, and it’s a cute truck, and I love showing it to people,” says Morgan.
