Response time zero
2-min read
To all you consumer obsessed brands on top of comments, questions and DMs. May you always and forever have glowing messages and softball FAQ’s from happy customers. May any grumpy customer be converted because of your lightning speed response to their damaged package. May you get the 5-star reviews…. however, maybe not like this --
It’s giving mental health, is it not? But it worked! I read the whole thing and left a 5-star review. (Fresh Vintage Farms makes high quality culinary almond oil which, hot tip, is also an amazing moisturizer).
The question is, in the event of bigger-than-normal problems, what’s your response time? No – better question – what is your actual response? Not this, please.
I bought these as a gift right after the company raised $6m on a $170m valuation (!) and the recipient said they weren’t great. And now a lot of folks have taken to social with these pics …and BetterBrand’s response is to pat people on the head and say it’s OK because they are really good for you, and we’ll make it more realistic next time? People feel duped.
But honestly, what could they have really said? We raised too much too soon so no time for product shoots, we had to go to print with fake images? A lot of buns were also burnt.
Now, I know your QC would not release bad product like this but if they did, do you have queued up what to say?
Because media moves fast and it’s difficult to get your reputation back in the very competitive space of premium food. When something goes wrong, you can turn the attention to how well you are handling things.
The worst crisis you’ll hopefully never have to deal with is food borne illness. Remember Daily Harvest? They were not prepared and didn’t immediately have a response, which hurt their brand. Even if it needs more investigation, consumers are much more forgiving when you are transparent about what is going on.
Tips on crisis management:
Reach out to your consumer where they are (social, news, text, email)
Explain the situation as plainly as possible
Concern yourself with your consumer’s well-being and their perspective
Tell the truth and move on
You need not go at this alone. Consult with experts in regulatory and PR about communication strategies and reaching out to the FDA in the event of a pathogen. Map out a PR response plan that is fill-in-the-blank easy to implement. And lastly, run everything by your legal counsel so you can act fast if the worst erupts.
All my best,
Jennifer
UNFI SSA Ins and Outs for Brands
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I don't believe anyone in Mexico is eating Oreos - check out this piece on warning labels by The Wall Street Journal
Early research has shown that the octagon-shaped warning labels, which are supported by some U.S. lawmakers, can change people’s shopping choices.