There have been some epic social media fails by corporations. American Apparel posted an image to celebrate the 4th of July on its Tumblr stream with “#smoke” and “#clouds.” Unfortunately, their young employee used an image of the Space Shuttle Challenger exploding, thinking it was fireworks. A Chrysler social media contractor tweeted an offensive and profane message about Detroit drivers on the company page instead of his personal page. It was retweeted by thousands before it could be removed.
Today, online research seems like an easy, cost-effective way to collect data. But if your questions are about “how do consumers decide in-aisle?” your research must be face-to-face. Successful in-store design must entice customers to reach out and buy. It’s vital to understand how the product looks on the shelf to them, with similar lighting and distraction.
In the past few years, video creation has evolved to ensure storytellers can create content that is compelling. Video no longer means huge budgets or exhaustive editing to create content. The end result is that companies have an opportunity to create incredibly feature-rich content to convey messages, train employees and reach target audiences.
Technology is spoiling us. Our smartphones show us only our preferred apps, delivering us our preferred news and entertainment. The DVR and growth of streaming services like Netflix ensure that we always have our choice of handpicked programming to watch. While this has made for a great experience for all of us as consumers, it has created some new challenges to marketers.
It’s the employees, especially those who face your customers, who serve your brand. No logo or color or tagline can replace true branding – the reality of how the brand delivers is in the interaction with the customer. Employees flourish in organizations where the brand creates meaning and has a culture they can identify with.
Only half of all chief executives participate in crisis training, according to PR Week. Usually,it’s these same individuals who will find a microphone in their face in times of company crises. NPH, a nonprofit group with orphanages in Central and South America, found itself in the midst of crisis when the Haiti earthquake struck. Even with a crisis plan in place, NPH executives were hit hard emotionally as they had to announce the death of two staff members.