In a world of instant everything, food, phone, news and stock price changes, one would think that in a marketing or public relations crisis, a company or competitor would use any media at their disposal to strategically position themselves and leverage their product in a media storm. As an example, let’s look at Toyota. In the news now for weeks owing to an issue with their brake pedals, floor mats and now maybe even their automotive computer systems. Toyota reacted slowly and the media has been relentless. Consequently in January, Ford and Chevy both outsold Toyota, while Toyota sales dropped 16% (Reuters, Feb 2 2010).
Many companies have effectively utilized Paid Search and YouTube to respond to issues of Reputation Management. Toyota has done so mechanically, but not in a way that effectively connects to their consumers.
On Google, in response to the search “Toyota Recall,” Toyota has a paid ad that send you to information about the recall:
The wording is not consumer friendly; it actually is a bit alarming. Perhaps “Get the latest Info about the Toyota Recall and your Safety” would connect better with the public and support a message of safety. Also, the page to which this paid search ad directs you to is very straightforward. This is the recall, it happens for this reason and here is what you do. There is no sense of responsibility or concern for the emotional state of the consumer. More on that in a moment….
The competition is, more or less, trying to leverage the recall to increase market share and sales using paid search, but poorly. We scanned the big 3 engines, second tiers and even checked out what was happening on the mobile search front.
Chevy (GMC) has multiple ads high on the page, but the ad copy doesn’t really address the concerns of consumers regarding car safety. Ford and Mazda address “safe” and “reliable” respectively, but they are low on the page and may not be noticed. Again, a lost opportunity. Why go to the trouble if you aren’t going to place the ad where people will notice?
Even on the mobile search front where there’s tremendous automotive growth, there was nothing to be found. Across social media forums? Content from consumers and news outlets dominate. Where are automakers, even Toyota? Seems like a valuable opportunity to strategically and appropriately engage in forums that create a more natural and meaningful – thus valuable – relationship between a brand and those who impact its existence.
And now, the big question. Does everyone remember Jet Blue? When passengers were stuck for six hours on the East Coast and were sending out YouTube complaints by cell phone, Michael Needleman, CEO of JetBlue, sent out a YouTube video apologizing, accepting responsibility.
Toyota has a video on YouTube also. It is an opportunity to view their recent commercial right next to videos by others regarding the recall.
Lost opportunities can’t be regained. Effective reputation management is a strategy that must be considered in advance as sooner or later. Every company needs one.
Why does any organization market? To leverage product or service. Influence perception. Drive sales. Influence consideration. Ultimately succeed in adoption and preference.
Yet what most advertisers miss the mark on is creating a natural, real connection with their audience. One that is meaningful to a person within that individuals lifestyle.
And that is illustrated through this Toyota example or other timely events less crisis-oriented. While they may not have used each channel to the best of its abilities, upfront, I think Toyota did a great job addressing the matter with the recall from a PR perspective. What I’ve been waiting for is coming out now – to see if it’s been real or did they know about these matters for a long time. Because if so, then trouble unfolds and my point of view will change.
Any business liability factors aside, I’m baffled that in this day and age so much of Marketing and Public Relations efforts stay the course with “plans” that are built out months, sometimes more than a year in advance, with little or no room built in for real-time adjustment or alignment with timely opportunities. As you said in your post, Joseph, big missed opportunity.
No, such approach is not “traditional,” but traditions evolve with time.
Always important to note that the control structure of any organization determines the “face” which they present to the public. The culture of that control group informs the means of expression of that “face”. Until control structure has been populated with people who are familiar and casual in the use of online and social technologies, appropriate usage will not be forthcoming. The persons in the company that are responsible for online activities may not have the ability to control the public face.