During economic down times consumers become skeptical of companies selling to them. As a counter to this protectionist way of thinking two companies have gone to third party companies to back up their claims and supply extra credibility. They combine the reputation of the third party companies with a simple to understand main idea. By doing this they lower the iron curtain of skepticism and allow the consumer to see the benefits that are being offered.
This T-Mobile commercial has a simple premise. People are paying too much for their cell phones. They wrap the message in comedic packaging with the story of sending auditors to people’s houses to show them how much they are over spending. And when that doesn’t work, they send in their beautiful spokesperson. The comedic topping to the commercial does a nice job of making you smile, but the main idea is what really sticks with you. T-Mobile will save you money and you don’t have to listen to us, check out billshrink.com for proof.
The Honda commercial works off the same idea as the T-Mobile commercial. They give you the reasons why people buy Honda and stay with Honda. They focus on rational reasons to buy a Honda which work well during down economic times. But since they are so heavy on rational reasons they need some back up to prove they are a good as they say they are. They decided to go with Edmunds.com to prove their story. This third party reinforcement is even a little stronger than T-Mobile’s because Edmunds to more well know and will grab the attention of the consumer easier.
Both of these companies are saying, we have a better product and will save you money and we can prove it. This is a very strong message in a time like this.
What do you think about these spots? Does it matter which third party proof a company uses if they choose to go this route?