For anyone looking for a new job (pay attention college grads) or trying to get that next big sale and running into a roadblock because you can’t get the attention of a key decision maker, check out this brilliant job search strategy by copywriter Alec Brownstein.
This chart shows that nearly 30% of U.S. consumers use their cell phones and/or computers at the same time they watch TV.
And, I have to say that I’m guilty on all three counts and possibly four, because I can hold a conversation at the same time – at least I think so – but, don’t ask my wife!
The integration of marketing messages across platforms is becoming more critical by the minute – as well as the ability for Brand’s to create clear, easy to understand and remarkably meaningful communications.
Keep this chart in mind the next time you try to pack 60 seconds of vanilla milkshake copy into a 30 second television commercial!
Typically, in times of crisis, most brands fail in their communications before the crisis explodes not during or after it happens. Then, long after the explosive facts are out, whatever a brand does to quell the unfortunate act never seems to be quite enough.
And today, in this ever changing and rapidly growing Social Media Marketing environment we all live in you can get yourself into a whole bunch of trouble.
You can read all about Brand Tiger’s accomplishments and of course buy a ton of stuff. On Facebook, you can also buy Tiger’s Stuff, but 1.3 million fans can’t communicate via Facebook anymore. Well they can (sort of) to posts back in November, but Tiger has not responded. Plus all I can see are positive notes of support. Is Brand Tiger jsut keeping the good and editing out the bad?
Tiger’s been “off the Facebook air” since November 6, 2009. In fact, when you click through to Facebook at times there are no comments since. Tiger is supposedly hiding out in a sex rehab bunker..I mean clinic…so why no more news? An apology? A simple update?
Now Toyota is underway with its largest recall ever and has looked foolish and disorganized in its scrambled up mess of communications. Sure they’ve been “backpeddling” (no pun inteneded) off and online and its certainly not easy while battling legal, economic and staff issues, but tough, they’re a big boy company.
But, you’d think Toyota like Tiger would know better.
Toyota only has about 77,000 Facebook fans and you’d think they’d have a ton more than Ford (79,000), Chevrolet (65,000) and Subaru (31,000 – would have thought they’d have a lot more) and other but they don’t. Heck, Harley-Davidson Motor Company has an amazing 467,000 Facebook fans.
Both Brand Tiger and Brand Toyota Web sites all talk about how great their brands are with no or little regard to their misgivings and what they’re doing to fix things.
Why was it so hard for both brands to fess up early and often – not to mention…don’t do bad things in the first place!
So much about crisis management is learned by all of us at a young age – well, hopefully its taught to us by good, caring parents – such as:
If you do something bad (we all do), own up to it immediately in person, apologize and say you’re sorry and promise to make things (and do them) better and promise to not repeat your behavior
When you were a kid, wasn’t your punishment greater and more harsh when you put off owing up to it?
In these ever changing times of social media marketing, it’s more important than ever to have a crisis management plan, because something bad will happen to your Brand – it’s not a matter of if, it’s when.
Here are a few crisis management rules to follow:
You never make friends in crisis, so build your friendship databases and trust bank deposits NOW
Create and continue to work on extensive, ongoing social media outreach efforts
If/when something happens bad to Brand You (Company), come clean, be visible and approachable and meet things head-on.
Tough times never last, but tough people do. To that point, when times get tough you need to reach out to you loyal fans, customers, employees, vendors etc., but you need to create that fan base and it doesn’t happen overnight
The best PR campaign and highest paid strategists can’t prevent all of the mudslinging and brand damage – preventive maintenance is key
Think about this campaign for a moment. It has achieved some amazing accomplishments – in a short period of time – since this devastating earthquake hit Haiti just last week on January 12th:
$24 million has been raised via $10 individual donations to help the Haitian people – 1/5th of the amount the American Red Cross has raised to date – breaking all records by a huge margin. Reference note: After Hurricane Katrina – a mere 4.5 years ago – the ARC only received $120,000 via texting – and Katrina occurred on American soil!
The ARC has built a valuable mobile text database for future marketing communications and financial appeal efforts
The ARC’s core donor base skews older and texting gave the Gen Y folks an easy, quick and convenient channel to offer their support (marketing lesson – treat different people differently)
The campaign execution of the ARC and its mobile firm partner mGive was flawless – amazing too – considering the fact that they started to work on the texting campaign the evening of the earthquake
The viral goodwill spread of the “Text ‘HAITI’ to 90999″ campaign in Social Media channels such as YouTube, Facebook and Twitter (100K tweets/retweets)
I’m far from being in the Gen Y segment, but I did text a donation to the ARC and will tell you that it was easy for me to participate. As important, I felt comfortable donating because of the supportive and reinforcing messages I saw on TV news and various high profile broadcasts such as the NFL playoffs and the Golden Globes.
Also, after texting the shortcode “HAITI” to 90999, I was asked me to respond “yes” to confirm my donation and then I received a nice comforting thank you too – nice touch.
This overwhelmingly positive experience led me to spread the ARC’s good word and to feel more comfortable using this channel in the future.
Strong brand promise, ease, convenience, simple message and trust are the hallmarks of success for the ARC’s texting campaign and they could be put to good use for your brand’s future success too.
BrandMill is a marketing consulting and coaching firm that builds strong brands because we're Pittsburgh strong. Like our hometown, the word that defines us is strength. We've excelled for 25+ years despite radical changes in the marketing industry, economy, communications and technologies. Our people are made from tough stuff. We don't cut corners and we don't take shortcuts. We work smart, hard and fast to help brands build, retain and win-back business. Our principled core values are honesty, integrity, decency, loyalty, dedication, servant leadership and keeping promises. If business as usual is not building your business, let us share our strength to build your brand. We promise to give you our all.