PerDM: Businesses to Rebuild Trust Through Face-To-Face Marketing

CHESTER, ENGLAND, March 17, 2013 (Press-News.org) Research reveals that only 33% of the public trust the media, compared with 44% of people who have trust in the government. Since the end of 2012, UK consumers' trust in business has fallen, mainly due to public anger caused partially by allegations over the UK tax arrangements of brands such as Starbucks and Google (marketingweek.co.uk). Ian Attwood at PerDM says: "These figures are not acceptable. They clearly show that businesses would benefit from reconnecting with their customers through more conventional marketing channels such as face-to-face marketing."

Direct marketing has many benefits and allows the direct interaction with potential customers. Especially in difficult economic times, face-to-face marketing is a very cost-effective tool that allows a brand to engage directly with its target audience. "Direct marketing is personal and effective," says Ian Attwood, Director at PerDM, a field marketing company from Chester, UK. "We help our clients raise brand awareness through face-to-face interaction with the public which generates immediate results for our clients", says Ian Attwood. "However, one of the greatest advantages of the personal direct marketing approach is that our sales representatives talk to people every day. Feedback directly from the customer is the best opportunity for our clients to know if they are a trusted brand or, if not, why that is and what they can do about it".

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Sainsbury's corporate affairs director Alex Cole says that it has become crucial in 2013 to ensure that brand values that are important to customers are factored into decisions a company makes (marketingweek.co.uk). "Engaging people is the key", confirms Ian Attwood at PerDM. "Consumers want to feel that they are a part of a brand's decision making process, so they feel that the product or service is most suitable for them and was invented to satisfy their personal needs". Brands may go through difficult times, however as long as customers are involved in ongoing communication, trust and understanding automatically increase. Louise Cooper, senior corporate PR manager at John Lewis states: "No brand is perfect so issues will always happen, but you'll be judged on how you handle them. It's also important to remember that it's a two-way street, so whilst negativity is visible, so is praise," she adds (marketingweek.co.uk).