The more we see something, the more we come to trust it. This is called the Exposure Effect.
Humans are sponges. We have a tendency to be biassed towards things we are familiar with.
Case in point: when we travel to a foreign destination and we sit in a restaurant and have no idea what some of the ingredients are — or it’s in a different language — the vast majority of us will migrate to the part of the menu that clearly states burgers or pizza; this is because we are unfamiliar with the rest of the menu. We don’t trust our judgement enough to take a chance on paying for something we won’t like.
We look for the path of least resistance.
This analogy also applies to buying a product or paying for an experience. We need to feel confident in what we buy and that the company we buy from will deliver on our expectations. This is why exposure through marketing is so important.
Blogs, videos, Facebook Ads, Google Ads, tour content, social media, reviews… all play a part in making your target customers familiar with your brand, building trust over time.
The issue is that far too many operators think ‘in the moment’ or ‘short term’. They need bookings now… today… pronto — especially after the last couple of years. Believe me, I get it. All business owners go through stages like this, but to build a successful business, you must also think long term as your target customers may not always be ready to buy from the first interaction they have with your brand.
I was chatting to Peter Syme a while ago when he had one customer purchase an experience from him 6 years after the first interaction. This is an extreme example, but it happens.
Keeping your brand in your target customers’ minds is key to long-term success, so keep creating meaningful content on a regular basis. Why not start small by running a Facebook Ad? Even if it’s only $2 a day, it will help give your brand exposure.
The more you do, the more people will remember your brand, the more they will be familiar with you. The more trust is built. Become that path of least resistance.