The media is a conduit between your brand and your audience, and quality earned media coverage can help brands emerge as leaders in their fields. Sometimes information travels along that conduit smoothly, and sometimes, not so much. Before that happens, it could be time to bring in an expert in media training and brush up those media relations skills.
Customer loyalty comes in a variety of flavors.
For instance, there’s legacy loyalty: the brands you grew up with, the ones your family has trusted, are brands you’re likely to remain connected to as an adult and pass on as a household name for the next generation.
There’s habitual loyalty, like always stopping in at the same coffee place before work simply because it’s on your way and has a drive-through window. If a new business opened up with slightly better prices, better coffee, or a shorter wait at the window, you could be tempted away from your mainstay.
And at the far end of the spectrum, there are the brands that court a strong following of niche customers who are not only loyal, but consistently and personally engaged, even advocating for their favorite products out of their own enthusiastic interest.
I’m sure you’ve all heard about the crazy social media blow up caused by Amy and Samy Bouzaglo, owners of Amy’s Baking Company in Scottsdale, AZ last month. After getting on Chef Gordon Ramsey’s bad side on Kitchen Nightmares, the couple’s social media channels blew up with negative comments. No need to rehash what happened during that nightmare (although you can read about it here). Yet it is important to pick up some social media lessons from this hilarious meltdown and to make sure that your company never commits these blunders!
Nothing says “sorry for the spam” like a can of spam!
In February 2013, a server glitch at Mini Cooper caused many subscribers to receive hundreds of emails. The company fixed the glitch but wanted to “make up for any hassle [they] might have caused” by sending a gift box to those who were affected. This made quite an impression on one customer who posted the package on a popular, social-sharing site, Reddit. The photos of the package went viral. Mini Cooper’s apology came packaged in a gift box with the words “We’re Sorry” on the front and included two chocolate roses, a roll of duct tape, Spam shaped stress ball and a letter. This was the letter:
Though the intent of CVS’s program may be noble, the coercive element of penalizing staff for non-participation in health screenings crosses a serious line with most people. Not only does it come dangerously close (and maybe cross the line) to a HIPAA violation, but it suggests that an employer has the right to penalize you for what they feel is unhealthy behavior. It is hard not to see the slippery slope in that one. What is next, penalties for eating potato chips, too much coffee, not going on the elliptical at lunch, or maybe having a Big Gulp soda (sorry Mr. Bloomberg, but that was a giant arbitrary overreach as well).
Social media and PR go hand-in-hand these days. At Mason, Inc. we believe in an integrated brand approach when it comes to advertising, public relations and social media. Some companies may not see their golden PR opportunities when they are presented through social media, while others will.
There are some pretty standard situations that those in the food service industry and their talented PR firms are prepared to deal with — a customer getting food poisoning, slipping and falling, choking or even spilling a coffee and burning themselves. But what should a company do when their product unintentionally becomes a symbol of racial injustice?
It’s easy to write about the public relations disasters after they have happened. They make you wonder, “How did they not see that coming!?” That’s why it’s very refreshing when you see a company really get it right. Double Fine Productions is a video game developer that has managed to raise $1 million dollars in a span of 24 hours. It’s clear that an innovative idea can go a long way, and Tim Schafer, a computer game designer who has created some of the most popular and critically acclaimed adventure games, knows this more than anybody.