Ghita Ciobanul e fan Orange si despre PR si verificari
Probabil ca putini sunt cei care nu au auzit de Ghita Ciobanul (Gheorghe Danuletiu), eroul din reclama Vodafone. Unii poate i-au dat deja si like paginii sale de Facebook, altii au auzit vorbindu-se despre el sau au vazut doar reclama. Pana aici nimic deosebit. Dar, din punct de vedere al PR-ului, iata ca exista ceva… inedit. Conform unui articol, Ghita ar fi fan Orange avand o cartela inca de pe vremea cand era Dialog (ca mine:P).
Are multi prieteni in reteaua Orange, asa ca le foloseste serviciile. Are si o cartela Cosmote – deh, pentru a tine legatura cu familia prin munti te faci frate cu orice retea are semnal. Ceea ce poate fi o lovitura pentru cei de la Vodafone (daca informatiile sunt reale!, eu am vazut doar cateva articole online, recunosc ca nu am facut o investigatie in acest sens), este ca Ghita a declarat ca el are Vodafone de cand a inceput discutia pentru reclame (din februarie) si intentioneaza sa renunte la servicii odata ce se termina campania si contractul aferent.
In mod cert, din punct de vedere al relatiilor publice nu este tocmai o situatie fericita. Pentru o reclama de gen ar fi fost indicat sa se gaseasca o persoana care sa fie deja fidel marcii tocmai pentru a preintampina articole precum cel din linkul inclus mai sus. Mai mult, faptul ca acea persoana nu avea cartela Vodafone, poate crea asocieri mai putin pozitive in mintea oamenilor (nu avea pentru ca Vodafone nu are semnal/oferte bune etc.). Repet, este vorba despre sugestie, perceptie si nu musai despre realitate (da, eu am abonament Orange, o singura cartela, acelasi numar luat in facultate pe vremea cand era Dialog pentru ca nicio alta companie nu a avut o oferta mai buna pentru a ma atrage sau, cand poate a fost o oferta care parea mai avantajoasa, nu a avut acoperirea de care aveam nevoie sau serviciile de internet dorite, insa acest lucru nu influenteaza articolul de fata).
Scriu acest articol astazi nu pentru a critica Vodafone – cum spuneam, inca nu stiu daca informatiile sunt reale si nu am cum sa verific. Insa, fiindca am rubrica greseli de PR, atrag atentia ca atunci cand se fac asocieri de imagine nu trebuie gasita doar persoana perfecta pentru companie, ci si una care sa ii fie fidela, care sa ii foloseasca serviciile (ca sa nu fie “fan concurenta”, lucru care la un moment dat se va afla si nu va aduce decat probleme).
Este evident ca sunt modalitati prin care se poate face ca acest mic incident (pornit de la declaratie) sa nu aduca prejudicii de imagine, ci beneficii ulterioare si sunt sigura ca operatorul de telefonie mobila le cunoaste si va decide modul in care va gestiona situatia.
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