How to build credibility and trust: participate in a championship
In a village called San Gimignano in Tuscany Italy that is well known for its’ 14 towers, on the main city square there is an ice cream (gelato) parlor with a sign above the entrance:
“Team Italia Member – GELATO WORLD CHAMPION 2006-2007”.
As a first impression it seems this ice cream maker is the World Champion.
However it is not as they just have participated as a member of the Italian team in a contest.
Although there is no evidence of quality or craftsmanship what so ever, the statement gives certain trust worthiness, credibility.
It creates certain quality assurance and expectations although there are many unknown facts that people assume. They assume the quality must be great because of the participation in the championship.
Questions one could raise about the championship:
- The World Championship: Who is the organizer? What are requirements to participate?
- Team member: what are the requirements to become member of the Italian team? What kind of selection is applied?
- The Italian team organizers: Who has taken the initiative for this team? What is the relation with this parlor?
- The contest: What place did the Italian team obtain? How much did this gelati maker contribute?
- Judges: Who were the judges of this contest? How do they judge?
Apparently nobody poses these questions and buy an ice cream.
The Gelato World Championship appears to be an Italian organization and it is unclear how international this really is.
Still the membership of the Italian (national) team suggest the quality of the ice cream as you expect minimal requirements to become member.
In any case the tag line builds trust and credibility.
To be honest the ice cream was less good than we had in a small parlor in Orbetello, where only Italians go on holiday, whereas in San Gimignano most people are foreign tourists as it has been declared by UNESCO to be part of the World’s Architectural Heritage.
Using a championship to build credibility
If your business:
- Is a start-up in search of customers
- Misses customer references
- Needs to build trust
- Requires increasing brand name
- Wants more exposure
Then participating in a championship related to your industry can be used.
Of course you will need to weigh the all of the costs involved against the possible benefits.
The participation will already generate interest and draw in some potential customers as your company will be mentioned in several industry related publications due to the press release of the organizer. Additionally you can publish your own press release for drawing more attention if you have something specific to tell.
If you participate you better do your utmost in order to win or to achieve a honorable ranking.
In any case your participation will generate interest, give exposure, bring trust and achieve an increase of brand name recognition.
- What are your experiences with participating in a championship?
- How did you expose your participation?
- What were the reactions from your customers and potential customers?
- Did you generate more qualified leads?
- What are the tangible business benefits or the increase in sales registered?
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