Crisis communication takes many forms but a basic ground rule applies to all worse case scenarios: Don't Frame the Customer. Last week General Mills failed big time with their mishandling of the Cinnamon Toast Crunch shrimp tail fiasco.
Regardless of how the shrimp tails got in the customer's box, it's poor judgment to offer the customer a free box of cereal privately while claiming publically that the object in the consumer's photo is an accumulation of cinnamon and sugar.
Any company faced with a complaint, let alone a potential health hazard related to their product should not deny it happened nor accuse the customer of lying. The proper response leads with compassion for the disturbing event and follows by ensuring it will never happen again by committing to discoverin
Monday was Earth Day... BUT since we all live on planet earth, can we really limit it to JUST. ONE. DAY. A. YEAR?
No. Until we have a Planet B, every day must be Earth Day or we risk losing everything and betraying future generations. The unique beauty of the 21st century is that thanks to the internet of things, greening your business can start overnight by reviewing 4 facets (but it does require long terms commitment to a cause greater than your business, you know, like to spaceship earth and its passengers).
WARNING: The business with a greater mission may experience increased cause-related sales and increased media coverage.
Whether your brand is a winery, food manufacturer, restaurant, legal firm, school, or a medic
Can we talk about chemistry? We know how important it is in personal relationships- but no one ever examines it in marketing. Which is odd, since an effective brand partnership is like a power marriage; rapidly expanding a brand’s reach (hello Hulu & Spotify).
Just ask the yenta of brand partnerships.
Okay, while I’m not Jewish (I’m Catholic-ish) brand matchmaking is one of my gifts. One of my favorites was a ‘speed-dating and wine tasting’ series I created with Match, Fogo de Chao and Wines of Chile which innovated the traditional singles mixer by replacing tables with wine tastings stations. Easy-peasy! Win-win-win!
This program succeeded (and is being expanded this year!) because the brands share a similar go
Hello my favorite wine brand!
“We’re hosting this amaaaazing event and we would love to serve your wine. It’ll be great exposure for your wines!”
Just kidding. It’s me, Marybeth, not an event organizer looking for free wine. But... this intro sounded familiar, right?
99% of these ‘please send free wine’ requests go straight to my trash bin.
Here’s why: Most event organizers have no clue as to what builds brand following.
How many 'free wine' requests do you receive a month? One to four, maybe more depending on the season? In 13 years of communications and marketing experience, I’ve reviewed an estimated 1,400 sponsorship requests, ran
In under two weeks, Coronavirus quarantine did what no one in the US booze industry could do: Drive the majority of wine, spirits and beer transactions online and skyrocket sales to heights normally seen only during the holidays.
You've probably spent the past 14-days racing to adjusting to this new demand and are now doubling down engaging customers on Twitter, Facebook and Instagram to respond to this new demand. But, are you communicating that you actually care about your customers?
In a rush to engage (aka sell) I’ve seen brands forget the most basic marketing fundamental: marketing is people - real people with fears and hopes navigating this scary new world alongside you. Talk to them like you give a damn.
To help brands act
Patagonia has always made their mission their message. Their 2019 year-end campaign "Facing Extinction" was perhaps their most uncompromising.
The advertisement stopped me in my tracks at the end of last year. The unflinching resolve of youth facing climate perils punctuated by my even younger six-year old. What climate challenges will each of them face and by necessity overcome?
Patagonia closed its stores last fall in solidarity with youth activist striking peacefully demanding government address the climate crisis. It’s a powerful example of a brand challenging the status quo, which also happens to be a fundamental of any compelling story.