It Comes Down to Trust
September 12, 2017 by Andrew Symes
In August 21st, 2017, millions of people stepped outside to watch the moon block the sun’s light. In preparation for the solar eclipse, many people in North America bought special solar eclipse glasses to protect their vision. Unfortunately, some who purchased glasses on the Internet learned that their glasses were counterfeit and potentially unsafe to use.
It’s terrible to think how easy it would be to purchase fake safety glasses without even realizing it. The fake eclipse glasses looked real. To make matters worse, some of the fake glasses included the same industry certification labels and text found on legitimate glasses. This made it very difficult for non-astronomers to determine whether they were holding an authentic or knock-off pair.
Think about that for a moment. A product designed to protect the public from eye damage and blindness can be easily counterfeited. The certification labels are easily copied. If even our safety products can be faked to that degree, how can a consumer protect oneself?
When all things are equal, reputation matters
The advice astronomers gave to people concerned about the legitimacy of their glasses was to buy them from a reputable vendor. That’s what we did here at Kaszas Marketing, and felt confident about our purchases. Maria pre-ordered a pair from Ottawa’s astronomy store, Focus Scientific, which has been in business since 1975. I used eclipse glasses that came with my subscription to SkyNews Magazine, which has been publishing issues since the mid-1990s.
We knew that we could trust those brands to provide us with safe, reliable eclipse glasses. And, as a result, we were both able to enjoy the eclipse without injury – and with confidence.
Some of the fake glasses were offered on Amazon. Because Amazon couldn’t guarantee their safety, they recalled the glasses in advance of the eclipse. Amazon made the right decision for consumers AND for its brand reputation.
The experience reminded us of an important marketing lesson: when all else is equal, buyers will turn to the companies they know and trust. These are a few things you can do to always maintain your brand’s integrity:
- Like the astronomers, offer reliable knowledge and advice in troubled times
- Like Focus Scientific and Skynews Magazine, be consistent in the quality of products and services that you provide
- Like Amazon, take responsibility for mistakes as quickly as possible, and work to rectify them