Lately, restaurants and fast food chains have been adding their calorie information to their menus. McDonald’s has released videos on the process of prepping their food for video shoots, answered questions about what ingredients are in their food and have made their calorie counts known. The reason behind this is all about transparency and being honest with their customers. Other restaurants are being transparent as well and revealing the truth behind their business. It may seem like coming clean about the high calories and other “secrets” may work against them, and in times it does, but it also gives customers a reason to trust the brand.
Other than trust, it helps to put rumors aside and educate people about your company and the products/services you provide. For example, McDonald’s answered numerous questions about what is in their food and their cooking practices in order to clear the air and reassure their customers. If businesses don’t reveal certain details about their products and services people are most likely going to find out one way or another. It is much better to tell the customers yourself then for them to find out on their own after you tried to hide it. Once this happens, your reputation gets tainted and that trust can be very difficult to rebuild.
Restaurants aren’t the only ones willing to be transparent, other businesses are benefiting from it too. Frito-Lay has an interactive website where you can put in your zip code and find out where the potatoes in your chips are grown. Sometimes people are more interested in your process and values than they are about the actual product or service. If people can understand the inspiration behind your business and how you go about the design and marketing of your products, they are going to be more inclined to purchase from you. Instead of trying to impress and persuade people into buying from you, maybe the best approach is to be honest and give them insight into the core beliefs of your company.
How do you feel about this transparent marketing? To read more information about McDonald’s transparent marketing visit huffingtonpost.com and forbes.com.
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