Authenticity is a balance that all brands deal with in their public communications. We’ve all witnessed the failures. How often have you heard a radio or TV spot, to which your immediate response was “bull$&*%”
Auto dealers are common offenders. A campaign running all year on price promotions is replaced by a month-long holiday campaign to impress you with the season’s greetings. But you know better.
It happens all the time. Sometimes it’s the result of a marketing team not being true to the culture of the organization. Maybe the real culture and value of the product isn’t worth telling. In that case, marketing isn’t a solution to the problem, it only fuels the fire of an inauthentic message.
As a marketing professional, it’s so refreshing to find authentic passion at an organization. You can see it in the eyes of the stakeholders and leaders of a company, when their mission is something they believe in.
It was hard not to recognize that passion with the folks we worked with at Bass Pro Shops. Part of our work was to highlight the conservation efforts around Big Cedar Lodge and the Bass Pro Legends of Golf Tournament. Directory of Conservation Martin Mac Donald told the story of how Bass Pro was inspiring conservation efforts both locally and throughout its audience.
There to help celebrate the efforts were legendary Angler Bill Dance, along with Elite Pro Angler Kevin VanDam. Check out the video, it’s hard not to get excited for a trip to Cedar Lodge listening to Bill and Kevin describe Bass Pro’s conservation work.
Raidious doesn’t have any master anglers on staff, but we do employ some master storytellers. Let us know how we can help you tell yours.