Thanks to the new issue of Marketing News, I got inspired to throw my two cents into the ring in regards to a couple different brand-impacting stories from 2010.
Toyota
What happened? Toyota recalled 2.3 million vehicles to fix "sticking" accelerator pedals in January. Days later, other acceleration issues prompted Toyota to expand a separate recall of 4.2 million Toyota and Lexus vehicles to include 1.1 million additional vehicles.
What was the marketing strategy? They began by issuing apology ads that stressed their history, described their response to the recall and reinforced their devotion to safety and technology. In addition, they posted ads on YouTube instructing drivers on what to do should their cars suddenly accelerate and in the spring and summer they began running ads further emphasizing their committment to safety.
My thoughts? I thought their first round of ads were impactful. They spoke to a concerned audience whose confidence had been shaken. The tone was calm and the story, clear. However, as the tone evolved and the committment to safety took front stage, I thought it was a little soon. As in any marketing and advertising, you have to keep in mind your audience's emotions and ensure 'believability' in your message. I think the safey ads beckoned more eye rolls than Toyota could afford given their timing.
Conan O'Brien Leaves The Tonight Show
What happened? After taking over the coveted host role on the The Tonight Show in 2009 Conan O'Brien was amidst entertainment chaos when NBC announced in January that Leno would be returning to late night bumping O'Brien to a later time slot. After much discussion, O'Brien took a settlement from NBC and announced he would host a talk show on TBS in April.
What was the marketing strategy? TBS made its campaign for O'Brien's new show "very fan-forward." Utilizing social media such as YouTube and Facebook as well as a website set-up in honor of O'Brien's fans, TBS maintained O'Brien's sense of humor in all avenues. Their strategy maintained the sense of community that had built up around O'Brien as he departed NBC and profiled fans, sponsored off-the-wall constests, utlized Twitter and unveiled original videos. In addition, TBS leveraged the color orange in print ads as well as a Conan blimp that appeared over ballparks.
My thoughts? The first rule of marketing? Know. Your. Audience. And TBS did. TBS did a great job of tapping into the unique energy of Conan followers and continues to promote his brand online.
The Gulf of Mexico Oil Spill
What happened? In case you were living under a rock this year, on April 20, an oil rig working on an underwater well in the Gulf of Mexico for London-based BP plc exploded, killing 11 people and creating what would become the largest oil spill in U.S. history.
What was the marketing strategy? BP granted interviews with their then CEO and had their PR representatives working around the clock to spread information about how the company was working to fix the leak, lead clean-up efforts and provide financial compensation to affected individuals, businesses and government entities. BP utilized all avenues to communicate their response in a very point-blank, talk straight to camera, style.
My thoughts? In contrast to Toyota, BP seemed to spend the majority of their energy telling their story rather than trying to move on too quickly. Although this story continues to play out, my opinion is that BP's marketing syle is pretty effective and informative.
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