If you sit on Instagram and scroll through the reels, you will see videos from many brands over the past few days. ‘Official Apology Statement’ Must be visible. Not only brands, many celebs are also seen washing their sins in this flowing Ganga. On hearing the name of ‘Apology’, when people suddenly read this post, they realize that this apology is being sought for being too good. Big brands like Zomato, Netflix, or BoAt are also a part of this new trend. The question arises, have all brands really become so bad together? The answer is, ‘no’. This is a well-thought-out new marketing strategy, which is being called ‘Apology Marketing’ or ‘Guilt Marketing’.
What is this ‘Apology Marketing’?
Usually companies sell their products as the best. But in this new trend, brands deliberately accept their minor shortcomings or customer problems and apologize for the same. By doing this they present themselves as a ‘human’ and ‘honest’ brand rather than a ‘right’ brand.
Like Netflix made a funny video in which they apologized for that ‘auto-play’ feature. Because this feature automatically plays the next episode of your serial and you face less trouble. Audio company BoAt said in an advertisement, “Sorry, we cannot offer anything except ‘bass’ (deep voice).” It may sound a bit disappointing to see ads like this, but it’s actually a clever way of showing pride in its biggest feature (boosted bass). It’s like a ‘Humble Brag’.
Where did this sorry trend start?
it The trend actually started in the Philippines last year. But in India, this trend became popular only last week And the first company to jump on this trend was car manufacturing company Volkswagen India. They were the first brand to issue an apology – an apology for their cars being ‘too nice’. This click happened between people and then what… then There was a barrage of such ‘sorry’ on social media. Car companies apologized for making great cars. Cement brands apologized for the walls being too strong. Snack brands apologize for creating very tasty snacks. A chef apologized for making a delicious recipe.
Why did this style become a hit among people?
Actually, people are tired of claims like ‘best’, ‘fastest’, ‘number 1’. In such a situation, this kind of marketing strategy directly connected them. Customers are already pointing out the shortcomings of brands on social media. In such a situation, it seems a smart move for the brand itself to come forward and accept its shortcomings. An apology, on the other hand, creates an emotional connection with the customer. When a big brand says ‘sorry’ to you, you feel like it cares. Harshal Shah, creative head, FoxyMoron (a digital agency), says the trend is working because it makes brands “more human and relatable”, reports Campaign India. At the same time, Rohan Bhatia, Chairman of Gozoop Group, says that this strategy will work only if the intention and offering (product) of the brand is true.
This means that the next time you see a brand apologizing, understand that it is a well-planned marketing stunt. Brands are trying to reach your heart. However, there is a difference between a real apology and a dramatic apology. A good ‘apology marketing’ campaign is one that truly understands the customer’s sentiment and is not done just for the sake of attention.
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