Asa DA! Exemplu (surprinzator) de campanie de PR/imagine/comunicare
Am zis surprinzator in titlu si e cazul sa explic. Surprinzator ar putea fi considerat produsul.
In fond e vorba despre tampoanele OB. Si da, va recomand sa cititi despre situatie chiar daca sunteti barbati. Niciun detaliu mai putin frumos nu va fi inclus aici.
Dar e mai mult de-atat. Surprinzator e modul in care ceva ce putea fi un mare scandal, sau se putea transforma intr-o mare problema, a devenit ceva apreciat, ceva amuzant.
Ideea e asa: in State s-a anuntat – si da, aparea si pe siteul oficial al OB – ca seria Ultra va fi oprita din productie datorita unor probleme de manufacturare. Da, tampoanele OB nu au un aplicator precum cele concurente. Insa aceste tampoane sunt iubite si apreciate la nivel international (mai ales pentru cele cu stratul lor cu matase). Dar nu numai. Si ca sunt apreciate si folosite – lucrul cel mai important la un produs – a dovedit-o urmatorul fapt.
Oamenii n-au auzit musai stirea cu oprirea productiei. Femeile au remarcat lipsa produselor la raft. In toate locurile in care puteau fi prezente. Si de aici isteria. Si nu exagerez!
Multe femei au scris companiei. S-au creat siteuri. Dar sa va dau si exemple.
Iata un post al unei femei – Jezebel – care isi povesteste experienta, spunand clar cum i-a scris companiei si cum a primit raspuns in 24 de ore! Da, intr-o perioada de potentiala criza, raspunsul prompt este un lucru excelent! De lauda si de tinut minte!
Nu e nimic patetic. Vorbim doar de oameni care foloseau un produs, care se bucurau, consumatori fideli care dintr-o data se trezesc fara produs.
Raspunsul companiei, in afara de faptul ca este prompt, este si foarte clar: se intrerupe productia din cauza unor probleme, dar se va relua. Isi prezinta scuzele pentru potentialele probleme create. Din nou foarte bine!
Evident insa ca acest lucru nu tine musai de cald – respectiv nu ajuta musai femeile in acea perioada a lunii. Asa ca totul trebuia rezolvat curand. Si au facut acest lucru – dar au mers mai departe, spre excelent!
Ca mica paranteza, va recomand sa cautati simplu pe google acest fragment: ob ultra tampons discontinued . O sa ajungeti la o mare de rezultate – adica aceasta. Si-o sa vedeti ca a fost creat si un site dedicat – de utilizatori/consumatori insa! – inclusiv cu o petitie! Adica //obultratampons.com/.
O noua problema pentru Johnson&Johnson? Cu siguranta!
Ei au mai avut crize de-a lungul timpului.
Marea greseala in cazul de fata a fost, cred eu, intreruperea productiei inainte ca noile variante sa fie pe piata. Daca doar ar fi aparut cele noi, promovate, ar fi avut succes. Asa lumea s-a trezit fara produs. Dar acesta este si un lucru bun pentru companie! Lumea a constientizat cat de mult iubeste produsul, cat de mult are nevoie de el.
Lasa-i putin pe oameni fara ceva cu care s-au obisnuit si vor sari imediat ce reapare. Si vor fi in continuare fideli. Asta daca stii sa gestionezi bine situatia. Da, totul putea degenera. O fi produsul bun, dar tot conteaza ce si cum faci.
Ei bine a venit si momentul mult asteptat. Revenirea.
Dar aceasta nu s-a facut oricum.
Johnson&Johnson si-a mai prezentat inca o data scuzele si a facut-o intr-un mod absolut reusit! Unul pe care orice persoana il apreciaza – mai ales orice fata 😉 Iar la final, desigur, si un cupon oferit.
La ce ma refer?
Accesati linkul //www.obtampons.ca/apology, scrieti-va numele si ascultati, cu boxele deschise, pana la capat. Ei? Da, un final de campanie foarte bun, o gestionare de tipul asa Da a situatiei si o melodie cuceritoare. Iar acum, din nou, multe cliente fericite!
In plus, siteul – si melodia – a ajuns un fel de viral si pe Facebook – pentru ca multe persoane au ascultat-o – deh, personalizarea functioneaza mereu. Si da, si eu am ascultat-o, recunosc. Si mi-a placut 🙂
Insemnari similare
Da, foarte frumos clipul, cred ca merge direct la sufletul celor carora se adreseaza :).
Da, ajunge la suflet si cum ai si cupon la final – valabil la ei – te indeamna si la cumparaturi. Campanie reusita 🙂 Iar melodia cred ca bucura multa lume 😉
O campanie reusita ! Melodia de la sfarsit m-a cucerit !
Cred ca acest cantec a cucerit pe toti cei care l-au ascultat 😉 Da, reusita campanie!
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My wife had the Mushroom burger and Poutine, Came out on a nice big fresh bun nicely crusted and fresh tasting visually appealing and she said tasted great! The poutine was pretty tasty too! Gravy had a slight peppercorn taste to it and they are not scared of using cheese. , point 2 for Charlee’s!
Aw, this was a really good post. Taking the time and actual effort to generate a great article… but what can I say… I procrastinate a whole lot and never manage to get nearly anything done.
I’m impressed, I have to admit. Rarely do I come across a blog that’s both equally educative and engaging, and without a doubt, you have hit the nail on the head. The issue is something not enough people are speaking intelligently about. I’m very happy that I came across this during my search for something concerning this.
I’ll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)
I’ll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)
Apple now has Rhapsody as an app, which is a great start, but it is currently hampered by the inability to store locally on your iPod, and has a dismal 64kbps bit rate. If this changes, then it will somewhat negate this advantage for the Zune, but the 10 songs per month will still be a big plus in Zune Pass’ favor.
I’m amazed, I must say. Rarely do I come across a blog that’s equally educative and amusing, and let me tell you, you have hit the nail on the head. The issue is something which too few folks are speaking intelligently about. I’m very happy that I stumbled across this during my hunt for something concerning this.
Next time I read a blog, I hope that it does not fail me just as much as this one. After all, I know it was my choice to read through, but I truly believed you would have something useful to talk about. All I hear is a bunch of crying about something you could fix if you were not too busy searching for attention.
If you’re still on the fence: grab your favorite earphones, head down to a Best Buy and ask to plug them into a Zune then an iPod and see which one sounds better to you, and which interface makes you smile more. Then you’ll know which is right for you.
Between me and my husband we’ve owned more MP3 players over the years than I can count, including Sansas, iRivers, iPods (classic & touch), the Ibiza Rhapsody, etc. But, the last few years I’ve settled down to one line of players. Why? Because I was happy to discover how well-designed and fun to use the underappreciated (and widely mocked) Zunes are.
I’ll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)
I’m amazed, I must say. Seldom do I come across a blog that’s both educative and entertaining, and let me tell you, you have hit the nail on the head. The issue is something which too few men and women are speaking intelligently about. Now i’m very happy that I found this in my search for something concerning this.
This is the right blog for anybody who really wants to find out about this topic. You know a whole lot its almost tough to argue with you (not that I actually would want to…HaHa). You definitely put a new spin on a subject that has been written about for a long time. Wonderful stuff, just wonderful!
This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like ‘Mixview’ that let you quickly see related albums, songs, or other users related to what you’re listening to. Clicking on one of those will center on that item, and another set of “neighbors” will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune “Social” is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.
Apple now has Rhapsody as an app, which is a great start, but it is currently hampered by the inability to store locally on your iPod, and has a dismal 64kbps bit rate. If this changes, then it will somewhat negate this advantage for the Zune, but the 10 songs per month will still be a big plus in Zune Pass’ favor.
Hands down, Apple’s app store wins by a mile. It’s a huge selection of all sorts of apps vs a rather sad selection of a handful for Zune. Microsoft has plans, especially in the realm of games, but I’m not sure I’d want to bet on the future if this aspect is important to you. The iPod is a much better choice in that case.
This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like ‘Mixview’ that let you quickly see related albums, songs, or other users related to what you’re listening to. Clicking on one of those will center on that item, and another set of “neighbors” will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune “Social” is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.
Next time I read a blog, Hopefully it doesn’t fail me as much as this particular one. I mean, Yes, it was my choice to read through, but I truly thought you would have something interesting to say. All I hear is a bunch of moaning about something that you could possibly fix if you weren’t too busy seeking attention.
A motivating discussion is definitely worth comment. There’s no doubt that that you should publish more about this subject, it might not be a taboo subject but usually people don’t talk about such topics. To the next! All the best!!
Hands down, Apple’s app store wins by a mile. It’s a huge selection of all sorts of apps vs a rather sad selection of a handful for Zune. Microsoft has plans, especially in the realm of games, but I’m not sure I’d want to bet on the future if this aspect is important to you. The iPod is a much better choice in that case.
Between me and my husband we’ve owned more MP3 players over the years than I can count, including Sansas, iRivers, iPods (classic & touch), the Ibiza Rhapsody, etc. But, the last few years I’ve settled down to one line of players. Why? Because I was happy to discover how well-designed and fun to use the underappreciated (and widely mocked) Zunes are.
May I just say what a relief to uncover somebody who truly knows what they’re discussing online. You definitely know how to bring an issue to light and make it important. More and more people need to look at this and understand this side of your story. I was surprised that you’re not more popular because you certainly have the gift.
I love reading a post that will make men and women think. Also, thank you for allowing me to comment!
Can I just say what a relief to discover somebody who genuinely knows what they’re discussing on the net. You definitely know how to bring an issue to light and make it important. A lot more people really need to look at this and understand this side of your story. I can’t believe you’re not more popular because you surely have the gift.
The next time I read a blog, I hope that it doesn’t fail me as much as this particular one. After all, Yes, it was my choice to read, however I actually thought you would have something useful to say. All I hear is a bunch of crying about something you could fix if you weren’t too busy searching for attention.
This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like ‘Mixview’ that let you quickly see related albums, songs, or other users related to what you’re listening to. Clicking on one of those will center on that item, and another set of “neighbors” will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune “Social” is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.
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A motivating discussion is definitely worth comment. I do think that you need to publish more on this topic, it might not be a taboo matter but typically folks don’t talk about such topics. To the next! All the best!!
This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like ‘Mixview’ that let you quickly see related albums, songs, or other users related to what you’re listening to. Clicking on one of those will center on that item, and another set of “neighbors” will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune “Social” is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.
The Zune concentrates on being a Portable Media Player. Not a web browser. Not a game machine. Maybe in the future it’ll do even better in those areas, but for now it’s a fantastic way to organize and listen to your music and videos, and is without peer in that regard. The iPod’s strengths are its web browsing and apps. If those sound more compelling, perhaps it is your best choice.
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The Zune concentrates on being a Portable Media Player. Not a web browser. Not a game machine. Maybe in the future it’ll do even better in those areas, but for now it’s a fantastic way to organize and listen to your music and videos, and is without peer in that regard. The iPod’s strengths are its web browsing and apps. If those sound more compelling, perhaps it is your best choice.
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