Posts Tagged ‘Business strategy’
ASUS, LeCool and BMW, three cases where the deadly sins give way to a reputation crisis 2.0. Talking about online reputation today is not a trivial issue. It’s a great responsibility to show the keys for which little tangible concepts such as transparency, honesty and passionate work, are synonymous with growth, crisis prevention, management and influence efficient
Outbreaks of the crisis in Social Media are becoming more frequent. Not surprisingly, the current map gives the power of decision and recommendation to the consumer, so that levels are increasingly demanding higher. Be aware of the rumors, smoke signals that anticipate a fire is the best way to prevent the debacle. Such obvious aspects as planning based on our objectives, proper coordination between our internal and external customers, and transparency of our actions, are essential to identify sources of dissatisfaction and implement the necessary measures to transform it into a fortress our brand.
The sins of the food crisis
Through two cases detected in the network, we enter into the secrets to properly manage our online reputation in social networks. The lack of strategy and coherence (sloth) is paid with the loss of customers. The case of the defective part of ASUS. In the first case a Facebook user recounts how a manufacturing defect affecting a “key”, became a heap of nonsense which highlighted deficiencies based on the customer service of the mark, a service for the brand meant just a few cents but that beyond the additional costs must be analyzed from an undeniable reality.
The loss of loyal customers is a spiral with no return, it expands and causes a contagion effect of impact on small and medium businesses that, given the current situation, deserves to be taken into account.
When the ego (vanity) gets out and becomes abuse. The Case BMW Ibérica and collecting two cars. Direct consequence of the previous case we find the other error of magnitude of a “big brand” that shows how harmful is the “ego” in the management of crises and how errors caused by the “superiority” of the marks, cause serious harm to reputation.
In this case the mark is wrong in order for a customer and loyalty and – due to the urgency, provides another type of car that the customer accepts. However, when the shares begin to arrive, BMW claims the sale of 2 different cars. The error is so obvious that one expects an immediate solution.
The brand not only ignores an obvious mistake, but also causes a serious impairment in the client’s financial history, and an incalculable loss of time and quiet, at the hands of the paperwork. The customer obviously this complaint and complaint, causing a shock wave that remains in the collective subconscious. Consumers are particularly sensitive to the economic and financial, to know if an impairment of such magnitude will think twice about going to the mark with a need. The ego and lack of strategy are two of the fiercest enemies of the influence and reputation online.
Soon the company after removing the controversial message, intended to react apology showing through the social network. However, the reactions and comments left clear more critical of many of the followers of the brand. The damage had already been generated and both the reputation and image of the company were seriously affected.
As we can see, cases like those we discussed in this article are the order of the day and fire can be considered as true for brands, undertaken by any, user, client or customer dissatisfaction. The consumer today is not silent, it is imperative to address the reinvention of our company today, ethics and customer purchases paid for with public repudiation of neglect and the lack thereof, by act or omission.
What is it and who needs it? The business strategy of the marketing term may sound like it is esoteric or stratospheric, so let’s take the mystery out of it so you can plan and implement their own business marketing strategy that fits your small business. Strategy comes from a Greek word “strategist” means “to be a general.” Think of a strategy of a comprehensive plan is needed to win a war. The smaller, detailed actions are called tactics. You can have tactical plans to help you achieve your strategic marketing plan or overall business strategy of marketing. It’s easy, right? The strategy of a company marketing or strategic marketing plan is an overall plan of marketing actions they intend to take to achieve a specific goal for your business.
Start with one goal: $ 2 million in sales this year, expanding to new premises on a specified date, twice the size of the company for two years … what is the goal. Something realistic and challenging. The “war” you want to win. Guess who is the general. Then develop a single comprehensive plan of the main steps of marketing such a product (for example):
1.Publish a bulletin to all existing customers and send quarterly.
2.Work to four stages this year and encourage all our customers.
3.Adjust to online shopping and expanding the site.
4.Direct promotional campaign website for all customers. 5.Get mailing lists (target markets) and make a series of three mailings of postcards to them and follow up and close all leads. 6.Etc. You get the idea. Do not rush this. Do your homework. What worked in the past? Read about successful marketing strategy business marketing campaigns.Your should be placed in the correct order and you should have an idea of budget when you write. “Run a series of 30 second television commercials during the Super Bowl” may sound like a good thing to do, but can you afford? On the other hand, when you build your business marketing strategy, do not try to cut corners. If you do not promote heavily, no matter how good your product or service is, no one will know and will not be. What really works when it comes to marketing? Many entrepreneurs are not a sufficient answer to this important issue. I learned from a combination of study and trial and error. From my own side experienceI has been discovered that a real marketing campaign at least consider the seven points listed below: Read the rest of this entry »