heir cheeky full-page ad, taken out in many national papers, poked fun at the shortage of chicken in 700 of its stores across the UK.
Thankfully for KFC, they got it spot-on. People saw the funny side and all is normal again with the fast-food chain. There’s bucket-loads of chicken to go around and their customers have laughed it off.
It’s not always like that though. In recent years when brands have been forced to apologise for things going wrong, customers have abandoned them in droves.
Before we go on to offer tips on what to do in a crisis, we have to say we hope you never have to use them.
We all make mistakes, it’s human nature. No business goes through every day/month/year without making some sort of error which will affect either someone in the company or customer. There’s power in admitting your failures so once you can admit that you aren’t unflappable then handling whatever crisis comes your way should make the process easier.
Owning up to mistakes is the best policy and denying it ever happened will only cause more harm than good, especially when it’s in the public domain. KFC were open and honest and went straight to the heart of the problem with their customers. In essence, they said “we messed up, and we are sorry.” Being transparent as a brand will ensure brand loyalty.
When a mistake is made, it’s important to deal with it immediately. Brands which leave time between the error and an apology being issued can suffer a relationship breakdown and loyalty going the same way. Dealing with the problem effectively can help mend any issues with your customers.
There’s two elements to this tip; as part of the apology, tell your customers how you plan to resolve the issue and make sure you commit to it. Whether it’s having your website up and running again or offering them a discount the next time they wish to use one of your services. The next part is to try and make sure the same mistake doesn’t happen again by implementing new procedures, new policies and informing your staff about it.
Depending on the type of relationship you have with your client it’s important to personalise the apology as much as possible. This is OK if it’s just a few people who have been affected by the mistake. If, like in many big brand’s cases, it’s thousands of people, owning up to the mistake in the first place will go a long way to building bridges and in KFC’s case, humour usually does the trick.
Paid social media can be a brilliantly effective yet low cost form of lead generation, and it’s a great way to extend your reach, drive website traffic and generate likes and shares.
We’ll take care of setting up and managing your paid social media accounts, ensuring your spend is carefully targeted. Then we’ll provide clear, transparent reporting so you can keep refining the strategy to make your ad spend even more effective.More about Paid Social Campaigns
All the tweets and posts in the world won’t help generate leads unless there’s some strategic thinking behind what you’re doing.
We’ll help define the right social media strategy for you, so that you’re on the right platforms, saying the right things to the right people at the right time to generate the right leads.More about Social Media
Marketing is bit like those huge, swirling flocks of starlings you see from time to time. Individually your brochure, email, ad, meme or gif may not change the world.
But when you join them together and ensure they’re all heading in the same direction, you have the power to stop people in their tracks.
We design communications that help build a consistent brand and convert more leads to sales.More about Design & Brand Building
Your website can generate leads in so many ways. Informed content. Strong calls to action. A simple, natural journey from ‘Hi there!’ to ‘Buy now’.
Yet websites are never ‘done’. They need to keep evolving to keep pace with your customers’ expectations, so we’ll be with you for the long haul to keep tweaking, refining and growing your site – and to deliver the PPC campaigns that help drive traffic towards it.
Because when your website keeps working to understand and speak to your audience, you’ve got more chance of converting.More about Websites
There’s a knack to ensuring your business is seen in the right places at the right time. We’ll build your PR profile across the mix of channels that’s right for you (from press to social media to events) and use our contacts to spread the word.
So when your customers are ready to buy, it’ll be your brand they think of first.More about PR & Content