I recently wrote an article discussing the ups and downs of using controversy as a marketing tool. I've been getting some positive feedback on the article including a comment from a reader who wrote the following sentence regarding an incident that occurred at a nightclub he owned.
"This is controversy on a small scale but could be applied on a larger scale as long as you choose (if able to) or create the proper controversy for a certain targeted audience. "
The part about being able to choose got me thinking. Sure when you use controversial marketing techniques, you are probably aware that you are doing so, therefore choosing to be controversial. But what if you convey a message that you didn't perceive to be controversial, but it turns out to be viewed in a controversial light?
If the controversy earns you business, then great. But sometimes controversy can lose you a significant amount of customers, and losing more than you gain is never going to benefit your business.
In such a scenario, you have to initiate some kind of damage control plan. A heap of negative publicity can be devastating to your business, so you need to figure out a way to get back a positive reputation for yourself.
You may want to consider hiring a PR professional depending on how badly your reputation is wounded, but you can also take simple measures yourself to help clear your name.
Biting the Bullet
If you feel it is appropriate, issue a public apology taking responsibility for the situation you have created. This will show consumers that you value their opinions and ultimately their business. I think you will find that people, believe it or not, can be forgiving when the proper measures are taken to earn their forgiveness.
An apology or explanation through a press release, and/or on your site will show professionalism on your part and should reflect some positivity onto your business from a negative situation.
Interacting with Others
Get into forums and social networks and get to know people in your niche. Work on reputation management, and earn the respect of your peers. If they respect you, chances are, customers will take you more seriously too.
Come back swinging
By this, I don't mean lashing out at people putting you down. I mean coming back with a bigger, better, new and improved marketing campaign or product (or whatever has gotten you in the hot water in the first place). Basically, show them that you can get things done right. Give them something good to overshadow the bad, and perhaps the bad will be forgotten or at least laid to rest.
If controversy has worked against you rather than for you, you have to take the initiative to clean up your mess. Nobody else is going to do it for you. Any additional suggestions for damage control?
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Comments
Marketing using controversy
Controversy is very often caused, not by offending your customers, but by offending one customer who makes it his or her life's work to cause harm to your business by complaining to all and every public authority, and bad-mouthing your business in the local area, which gives rise to gossip and turns customers away. Our experience was based on being too successful for local acceptance. By hard work and creativity we were independently elected "Scottish Pub of the Year" by two separate UK wide organisations. This culminated in flattering photos in the local and Scottish Press, and mentions in guides, articles and tours. Now this attention brought new business our way, but inevitably (despite our best endeavours,) upset a local extended family who ran an old fashioned failing cafe. For two years the ladies of this family orchestrated a hate campaign which was difficult to counter or ignore, wholly untrue in all respects, and had a significant affect on our business. It also made it very difficult to live in the local society. By withstanding this affront we have been able to regain some local respect, and the perpetrators' business closed down so their efforts did them little good. However if you run a business in a small society be aware that your success can generate insecurity in others, and you find yourself not running your business but defending yourself in a guerilla war! So what lessons have we learnt? Don't do business in a small society unless your grandfather has handed it down to you! Don't be too successful perhaps? Or if you are good at what you do, go and do it in a big city!!
Interesting..
controvarsy v/s marketing stragegies.
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