Photo by Melanie Deziel on Unsplash
In a recent piece for lbbonline, we analyzed an unintentional, but avoidable situation where a marketing plan was perceived as insensitive by customers and caused a backlash, protests and a boycott. The controversy started when &Pizza stores in Washington, DC started the a “Marion Berry Knots” dessert campaign. This campaign, which referenced former Washington, DC Mayor Marion Barry’s drug arrest, sparked outrage and led to protests, vandalism, and calls for boycotts.
The dessert itself was a sweet treat dusted with white powdered sugar, which many interpreted as a reference to Barry’s drug scandal. Public figures and community leaders condemned the campaign. &Pizza’s CEO, Mike Burns, initially defended the effort, but eventually issued an apology and removed the dessert from the menu.
The last thing any company wants is to see their marketing campaign become anegative story on the front page of a major newspaper like The Washington Post. Such backlash can quickly escalate into a full-blown crisis, damaging the company’s reputation, eroding customer trust, and leading to financial losses. Protests, boycotts, and negative media coverage can cause loss of sales and reputation damage that is difficult to recover from.
Here are four tips to help ensure your clever idea doesn’t backfire:
1. Understand Your Audience: Know the cultural and social sensitivities of your target audience. What might seem humorous to one group could be deeply offensive to another. Market research may help here.
2. Vet Your Ideas: Before launching a campaign, run it by a diverse group of people within and outside your organization. This can help identify potential issues and a “What were you thinking?” response that can save you from dumb mistakes.
3. Be Prepared to Apologize: If a campaign goes wrong, respond quickly and sincerely. Acknowledge the mistake, apologize, and take corrective action. This can help mitigate some of the damage and show that your company is responsive and responsible.
4. Involve Communicators in Planning: Ensure that your communications team is involved in the planning and rollout of creative marketing campaigns. Their expertise can help anticipate potential backlash and manage the narrative if things go wrong.
Take the time to carefully consider the potential impact of “creative” marketing efforts.
This can help avoid costly missteps and maintain a positive relationship with your customers.
As a leading crisis communications firm, for almost 40 years Yes& CommCore has helped organizations be ready — prepared prior to a crisis — and working side-by-side both during and after a communications crisis.
We partner with our clients to ensure they are properly prepared before, supported during and help them repair damaged brands and reputations after a crisis.
Read the full article by Yes& Commcore SVP Andy Gilman on Ibbonline.
Learn More About Our Crisis Communications Services
- CEO Andy Gilman in Forbes: “No One Is Immune From a Reputation Crisis“
- Business Insider Lists CommCore Among “Top DC Crisis Communications Firms to Call”
- Adapting Your Crisis Communications Plan to the COVID-19 Era
- Crisis Communication Examples
- Yes& CommCore Crisis Communications Advice Featured in CNN Money
- Crisis Communications Case Study: CommCore Advises J&J During Tylenol Tampering Crisis
- Social Media & Crisis Communications
- Industry Focus: Discover Yes& CommCore’s Expertise in Your Vertical
- NYT Reporters Get Pressure Tested
Contact our Crisis Communications Trainers & Consultants
We are available and can put you in touch with the right person to help with your specific crisis communications challenge.
To schedule a PressureTest™ Demo or get answers quickly, call us at (202) 659-4177 or email info@yesandcommcore.com to contact our crisis communications firm today.