Dove has started the Campaign for Real Beauty – in case you haven’t noticed. I noticed the first time I watched the TV commercial and made an about-face to see the gray hair and wrinkles, the young and middle-aged all displayed as beautiful. I loved it – I related to it. It’s been a long time since I related to a TV commercial.
Dove has released an intriguing commercial on Canadian TV – you can watch the link here and read some other comments about the campaign.
http://www.mpdailyfix.com/2006/10/dove_does_it_again_canadian_tv.html
Small businesses take note: Dove is marketing a message that is authentic – it relates the the customer. They have started a non-profit organization to actually educate young girls about "real beauty" in light of the "evolution" problem they demonstrate in their video. They have created a real connection with customers in a virtual way – their customer experience is genuine and real – they understand and they get it. And by doing all of that – wow, have they created a buzz…women’s beauty issues are all the rage again – and skinny models are once again under the spotlight for all the wrong reasons. The word of mouth is loud – and it’s making Dove products move. Dove gets us – and so they get our business. What can your small business do to market in such a way that you connect with customers – it should be much easier for you than it was for Dove. Quit trying to copy the national advertisers and their big budget campaigns and start connecting in an authentic, real way.
