Procter & Gamble’s BeingGirl community for teen and pre-teen girls, was formed initially to promote feminine hygiene products because TV and print ads made its young audience uncomfortable. P&G enlisted experts to provide content, which did little to build interest.After that misstep, P&G created forums so that girls could talk to each other about the issues and challenges of growing into young womanhood. And with that the site took off, with girls from around the world eager to get into the conversation — and with P&G able to market its products more subtly and effectively than before. Customers are often more apt to trust and be interested in information if it comes from a peer, rather than a company.
Lessons to be learned:
- Customers know more about each other than you know about them.
- Customers are more credible than you are.
- Customers are more persuasive than you are.
- Customers often understand buyer needs better than you do.
- Prospects in your market would rather affiliate with their peers (your customers) than with you.