There is no such thing as bad publicity – this is what all marketing professionals agree on. On the other hand, however, there are advertisements broadcasted at the wrong time, created by the wrong people, and bluntly impacting us with the opposite effect of what the advertiser wants.
When there are visual effects, on which businesses mainly rely, there are many delicate moments that can ruin the whole idea such as bad montage and music, poorly played actor “roles”, unclear message.
Often, even the participation of celebrities can’t prevent public outrage. According to some online rankings for the worst performing ads for 2017, the favorite of many actress Jennifer Aniston failed with her appearance in Smartwater's ad, where she offers a bottle of water at a festive table.
And who can forget about Pepsi's most hated online ad in which the supermodel Kendall Jenner ”fought” protests, xenophobia, and hate speech with the carbonated beverage. (according to BBC News)
Luckily, in these cases, PR comes in handy as a natural continuation of any successful (and not so) promotional campaign. Thanks to its rich variation of methods it achieves the desired goals and can turn the most unfortunate advertisement into a memorable moment for the company.
Here are some tips on how to turn imperfection into beauty:
- Keep Calm
Try to take a look at the situation from another perspective, put yourself in the position of the clients. Check the amount of damages caused by the failed advertisers campaign. In this way, you will gather a more clear view on the seriousness of the situation. The creation of a plan for future actions will come in hand.
- Grab the moment
The skilled expert will use the one minute of fame, in which the campaign is the main topic among people, and will take advantage of it. This kind of moment is as crisis as suitable for image reconstruction. In some way, it is good to look at things from the bright side – at least the advertisement has gathered public attention.
- Make itclear!
Often, the main reason for failure in marketing is caused by incorrectly transmitted and/or received messages. In such crisis situations, the method of silence is generally considered to be unsuccessful. It is important to constantly inform your customers and users about what is happening. It is good to make a public statement in which the brand should explain its true intentions and end any controversial opinions on the subject. Every story has more than one side - share yours.
Here is what Pepsi did after the aforementioned communication crisis. They used social networks to make an apology.
- Accept the situation from the fun side
Realize, that it is not the end of the world, it’s just a small obstacle on the road to success. Many organizations choose the following tactic – they look at their omission from a humorous point of view. That way you are showing that you are stronger than what has happened. It is important to be able to laugh at your mistakes in order to confirm that they are not your weaknesses but opportunities for improvement. Still, take a lesson and learn to predict fatal moments.
- Return to “the stage”
The preparation of new project is the most important part. It must be so stunning to erase previous memories of the audience about the fail. A brilliant example of this is Samsung, which last year became known for the problematic Galaxy Note 7, which was banned from the board of many airlines. To clear their tainted reputation, the giant handed out the Iberia 051 passengers a piece of the latest Galaxy Note with the words: “A year ago we asked you to turn it off. Today, we welcome you on board”.