Be considerate and you build trust.

Tuesday, February 9th, 2010 | Marketing Strategies with
Posted by: Kristen Beireis, Trust Marketing Expert

football_smallI actually enjoy football.  Hubby and I enjoy watching games together, so we watched the superbowl on Sunday.  It’s usually a great game, so I was excited to see what happened this year.  As with every year, I’m always excited to see what creative ideas come through in the commercials too.  I’m a marketing expert, how can I not?!

To be perfectly honest, as a woman, I felt very alienated by the commercials this year.  Yeah, that sounds like my “stuff” coming up, but did you pay attention to the content of the commercials?  Now, I know it’s a mans game and I expect to see very masculine commercials.  That’s not a big deal!   I see them all the time during the season.  This year, I would say 75% of the commercials either made fun of women or degraded them.  Am I the only one who saw this?

From a pure marketing standpoint, I get what they were after.  The target market for the commercials is men.  So, they created masculine commercials that appealed to men.  I get that. That makes sense.  Did it go too far?  It’s a major social event each year, a lot of women DO tune in to watch the superbowl.   Many of them watch FOR the commercials even.  Then there are those women, like me, who watch their favorite team throughout the season that still enjoy the final championship game.  So, I would say the audience watching the commercials during the game could be 30-40% women. Oh, and studies have shown that women still make the majority of the buying decisions in the household.  Hmm….so, why would you alienate us?

This is where I think things got mixed up.  The commercials did a great job of appealing to their target market of men.  At the same time too many didn’t consider a large part of the audience that would be watching those commercials.  Here’s where some balance is needed.  Yes, we always want to create marketing that appeals to our target market.  In fact, those are the people we want in our business the most.  At the same time, we need to consider who is going to be stumbling upon our marketing and make sure we don’t alienate them…especially if they are part of the decision making process.  You can be considerate to one group at the same time you are being attractive to another, right?  YES!  That’s the goal.

Think about it like this.  As someone in the life changing field, you need to build a HUGE amount of trust with your audience before they buy from you.  Will they trust you if you alienate their counterpart?  Up front, maybe…but once they go to making a decision and they bring that counterpart into the decision-making process, it’s a whole new ball game.  So, be aware of who you are speaking to and who might be an integral part of the decision making.  Make sure you don’t alienate in your marketing.  Be considerate and you build trust.

What are your thoughts on this?


  1. 1
    Michel Neray // February 9th, 2010 at 10:57 am

    Precisely. And coaches’ requirements to build trust are even higher than for larger companies.

  2. 2
    Jacque // February 16th, 2010 at 3:55 pm


    I thought I was the only one who noticed this or was “bugged” by it. I am a huge football fan, the only one in my home actually, none of the men in my home even bothered to watchthe Superbowl.
    Maybe I’m turning into one of those old people that always complain about the younger generation, but I do feel like simple consideration and respect for others sometimes goes M.I.A. in our society.
    But hey…the games was good!

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