When it comes to marketing for Harbour Studios, we know that there is nothing more important than authenticity. That's why the digital marketing campaign we created is all about the people that work at Harbour Studios, and how they work, live and play in Torbay. Not only does this create an authentic perspective for potential customers but it also shows them exactly what life looks like when you're living your Devon dream.
Authenticity is built-in
Authenticity is built into the brand design of Harbour Studios through the strapline that invites customers to Work, Live and Play. Exploring the human characteristics of wellbeing, work-life balance, and the desire to be productive and fulfilled in our work, the Harbour Studios brand is uniquely authentic. We attract a wide audience of visitors and tourists to Torbay, and a loyal following of locals captivated by the images and captions.
Content driven by personal interviews
The social media assets were supported with designed quote panels to further enhance the authenticity and the credibility of the brand. Each Harbour Studios customer is invited to be interviewed personally, to say what Harbour Studios means to them, and how they found their own work-life balance transformed by working at the studio. During the interviews, we heard how each customer found the ability to meet other people, work with other people, and how they found the creative atmosphere of the space. The interviews invited customers to be themselves and be able to say what was working for them at Harbour Studios, and why it is such a great place to work.
First-person authentic content strategy
Treat conducted interviews directly with Harbour Studios customers, to create an enormous bank of quotes, thoughts and feelings about the studio and the work-life balance it provides. The interviews generate a wealth of material and content for our posts, our images, and our captions, and also generated business ideas for the space.
Plans include using Harbour Studios as an event space, and for various social and sporting clubs. It's all about listening to your clients and listening to your "client’s clients" to get the understanding, authenticity, and the credibility that you need to attract customers in a trustworthy, reliable way.
Why is authenticity important?
To attract customers, it's important to be authentic, to be credible and reliable. When customers feel your business is inauthentic it will make them feel uncomfortable about buying anything from you or engaging with any of their services or products.
Authenticity builds trust in your brand
Authenticity is essential for customers to trust your brand. Customers are more likely to return if they believe your service is something you truly care about. People buy from people, so it's important for brands to connect with their audience on a human level. Being authentic builds trust in your brand by being real and relatable.
It’s also beneficial for business owners themselves who need the authenticity of their brand and to themselves. Customers will know that you're reliable, trustworthy and the real deal if your business is authentic.
It's good for you, too
On a more personal level, it's important for people to be able to see your true self in what they do. People like others who are honest with them about their products and services, and who can tell them what they need to know. People will appreciate the honesty of your brand, so be as authentic as possible with how you present yourself online.
How do you achieve authenticity in your digital marketing?
To achieve an authentic brand personality, it's important to be credible and reliable. One way to do this is to listen to your clients and their customers. This way you can get a better understanding of what they want from the brand, and how best to meet those expectations. Another way is to your customers and clients their feelings, thoughts and emotions about the business. Creating content based on these genuine discussions will build authenticity into every aspect of your online presence, which will have a huge impact on how potential customers view your business and your brand.
Tips for creating authentic content
We're always happy to speak with clients and customers to understand their experiences and feelings. Our tips for creating authentic content are:
Create an interview schedule and questions in advance. When you're talking with customers, it's important to be able to adapt your questions based on the answer they give you.
Take down notes as soon as possible after each meeting. The longer it is between the time of the initial conversation (before transcription) and publication of content for potential prospects, the more watered down and less authentic your brand will start to become.
Pull out impactful quotes. These will demonstrate your customers feelings using a first-person perspective, and provides an illustrative foundation for your accompanying artwork.
More to come!
We are incredibly proud to launch this brand, and this space that is so vital to Torbay's business community. We are excited to work with Harbour Studios on their digital marketing campaigns because it allows us to be actively involved in the Torbay business community. We look forward to continuing our work with Harbour Studios and supporting their growth throughout the coming months.
Is your agency delivering authentic content for your business?
Does your agency deliver personal interviews with your customers? Everything we do at Treat places the emphasis on the customer's experience and feelings, whilst protecting and promoting your brand. Get in touch today to learn more about how we can help you deliver impactful, long-lasting authentic content to your digital audience.