Turning Decision Makers into Customers:
Bridging the Credibility Gap

There are some ads running on ESPN currently—on both radio and TV—where one of their on-air celebrity is out in public doing some mundane activity: dropping someone off at the airport, grocery shopping, etc. Suddenly, out of nowhere, someone comes up to the radio star and starts talking to him; in one variant, the average guy says to the celebrity, "Wow, you're grocery shopping! That's great, just like me! You know, we really have a connection; we even finish each other's sentences."

The celebrity then says "That's great, but I don't think we actually"—and now the average guy chimes in with the on-air personality—"finish each other's sentences." Then the ad fades to black, followed by the tag line: You know us. We know sports.

The point the ad is making is—because you know them—there is a trust, a familiarity, and more important, credibility with the ESPN and their on-air personalities; you can't get that anywhere else in sports media. ESPN has invested mightily in their brand, and they also benefit by being interactive with their audience. Despite their size, their marketing budget, and their exposure, ESPN shares something that all businesses face: the challenge of building trust and establishing credibility with their customers. The fact that ESPN has ads out there touting their strong relationships with their audience lends credence to the idea that all businesses are trying to achieve the same level of trust with their clients.

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