27.10.2015 Authenticity

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L authenticite

One of today's major trends is the desire for an authenticity which strengthens and communicates high quality values. But many brands still don't satisfy this desire; 72 percent of the French think that businesses don't provide enough proof of authenticity*. To be more exact, 'The French believe that authenticity represents reassurance and efficiency; 55 percent thinks it confers credibility; and 50 percent feel it brings the brand closer to consumers'. Creating or recreating this connection is one of the ways to inspire consumers to spend, and marketing and communications should be part of a coherent message that conveys authenticity to consumers.


TRAFFIC will present several techniques for achieving authenticity, for example through conferences ** such as 'Building your web community', 'A brand lover composite sketch', 'The power of images and photos in the social media era', and 'How to affirm your brand territory'. Exhibitors in the Marketing & Communication zone will also provide ways to optimise marketing strategy.


'A brand should tell its own story and its growth should reflect the values it represents', according to Constance Dubois, Communications Director for the Fédération Française du Prêt à Porter Féminin. 'Staying on target is a challenge,' she adds. The arrival of new technologies has shaken up the situation, and end consumers are paying closer attention to a brand's message. These new buying behaviours indicate the right strategic directions, and getting support or advice is undoubtedly the best way to avoid mistakes.


They'll be at TRAFFIC in the Marketing & Communication Zone: 1st., MOOD, 79C, B2P, CABINET D'ETUDES PASCAL MONFORT, CARLIN INTERNATIONAL, CENTURY BOX, DOERS, KANTAR WORLDPANEL, OLAPIC, OOSHOT, THE UP MACHINE, URBAN ACT


* Survey by Opinion Way for Terre de Sienne.

**To see the conference program, click HERE.



Photo : Carreau © Fernando Javier Urquijo studioMilou architecture



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