Saying “yes” to the  TV producer who wanted the CEO to anonymously work on the company’s front lines was a risky marketing move for Waste Management (WM).

Especially since reality TV is all about drama…and the company was given no control and no say in what would air. So you can be sure they’ll choose the worst issues and problems you find.

But it was a smart risk to take.

Because people crave authenticity these days. And whether you do it via copywriting or more visual media,  showing that you don’t pretend to be perfect helps demonstrate that.

In fact, exposing flaws can help build that all-important Know, Like and Trust factor that leads to more clients and more loyal clients in two key ways:

• When you pretend your business, product or service is perfect, most people can’t help thinking, “Okay, what are they hiding?” So acknowledging flaws helps quell the fear that it’s too good to be true.

• Have you ever heard someone gripe, “She’s just so perfect I can’t stand it!”?  It may be a catty comment but the reality is we tend to like (and like to buy from) people who are “like us.” So acknowledging flaws makes it easier for a prospect to connect with you.

Of course, what those flaws are is important. If the flaws could prevent your customer from achieving the results they’re looking for, you may need to rethink what you’re offering. And it also helps if you can show how you’re addressing or compensating for those flaws.

A Risky Marketing Move Pays Off

On the first episode of CBS’ new reality TV show Undercover Boss, WM CEO Larry O’Donnell  learns what life is like for the hourly folks at the bottom of the corporate ladder as he goes about working in recycling centers, cleaning porta-potties and picking-up trash.

While the venue of reality TV itself isn’t very authentic, the problems he discovers along the way are. Fortunately for the company, the issues involved unfair management policies that make the company look a little bad, but they’re certainly not PR nightmares.

(Of course, it would have been a whole different story if he’d found, say, employees rummaging through trash to steal identities or a big safety issue that was jeopardizing workers’ lives.)

But the appearance has certainly paid off publicity-wise…

• Last night’s debut had about 38.6 million viewers–the 3rd largest post-SuperBowl audience ever
• O’Donnell and 2 of the employees appeared on Oprah last week to promote the show
• And numerous stories featuring O’Donnell’s appearance have run in business and lifestyle media over the past week

I won’t even try to calculate the value of the media coverage the company has received, which has been overwhelmingly positive.

WM was savvy enough to try to capitalize on the publicity by adding a special feature front and center on their home page that speaks directly to show’s viewers about the company’s sustainability initiatives. (Although I think they could have done a much better job with that.)

For the record, Undercover Boss producers say none of the companies paid to be on the show and none of the employees including O’Donnell were compensated by the show.

Photo from CBS.com

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