Monthly Archives: October 2015

There’s no such thing as bad publicity

A few months ago I wrote about the plane crash in the Alps and discussed whether, and for how long, the negative publicity that the airline would receive from such a disaster would affect their business. I said then, and I still believe, that there is no such thing as bad publicity, and even when something as catastrophic as a plane crash happens, handled well the company will eventually recover from it and may even find that, over time, its publicity will increase and improve.

I am pondering the same situation now, as I watch a company that we worked for a year or so ago, handling what, they say, is a major crisis for them. But is it…? This company, whose name I cannot mention, has built its entire brand on PR – it spends (relatively) little on advertising and other activities, but it keeps the PR agencies that work for it worldwide very busy by feeding them with stories that are so powerful that they often hit the headlines in whichever respective country is handling that particular story.

In the Czech Republic, during our time working for them, we were told to investigate the sponsorship of a major sports club – something that we had been told the company was keen to do somewhere in the world, but had not yet managed. There was a lot of money at stake and the club, of course, opened its arms to us, put on a great show, took photos of everyone together discussing the sponsorship, and generally led us all to believe that this was a deal that was sure to happen. We duly notified the media and rubbed our hands together at the fantastic coverage that the press release received. And then nothing. The sponsorship was never discussed again, the people involved were understandably upset and we were left looking very silly.

After that, our relationship with the company went downhill, ending up with us having a big fight to get paid and being sworn to secrecy about all of their business antics. However, we have continued to be interested in watching how they manage their activities, and despite the fact that we are still feeling a little bit upset with them, we can’t help but marvel at the stories that they come up with and the subsequent global coverage that they are receiving. From employees suing them, to floating on stock exchanges, to hackers stealing information, whatever happens (or appears to happen) the company continues to grow and the media continue to slap them on the front pages (or in this latest case, peak time TV!) with yet more news that people can’t help but want to read or hear about.

When I first learned about this latest story, my initial reaction was that it was potentially so damaging that it must have been true. But then I watched the coverage and the stories that were coming out, and it was clear that, whilst some customers might have been nervous when the story first broke, the long-term (well, only one month!) affect is already becoming positive; now the coverage is more about the company and the things that it does than its latest problems… and one can’t help but think that the people in head office are laughing all the way to the bank.

With many of our clients, their concern about what might come out when they first start to use PR as a marketing tool, often inhibits them from doing or saying too much – the result of which is a very ‘toned down’ story may not get very much coverage. As much as we can, therefore, we try to tell the client to be brave since, generally, the only people that will read the story word for word is them – most others will just remember that they have read something about them in such and such a paper and will be filled with admiration.

Using big stories in your PR activities, such as I have described above, can be hugely effective if the people handling the PR, and, thereby, the people that are being fed the stories, believe that they are rue. If you have a really big story, then get it out there with all the bells ringing – be brave; even if you get some negative coverage, (and there is always a risk) in the long term the increase in the awareness of your brand will far outweigh anything that is less positive. But if the story isn’t true and you convince your PR people to run it by persuading them that it is true, then your biggest worry has to be how you feel about deceiving the people involved rather than how much business you get out of the subsequent PR.

In the end, as I have said and believe, there really is no such thing as bad publicity. The only way to deal with companies such as the one described, therefore, is for all of us PR agencies to refuse to work for them, and for all those media out there to refuse to write and talk about them! That would probably be the next big headline!

Promotions are all well and good… but

I have written before about the effectiveness of basic promotional activities carried out as part of a marketing campaign. Simple gimmicks such as ‘2 for the price of 1’, ‘quote this code to collect your prize’, offering people a ‘free trial’ etc, etc, etc can all work really well, both from a cost-effective point of view and as a way to monitor whether your marketing is working.

BUT, they can also backfire horribly! Here are a few recent examples!

Today we visited a very well-known British store where we often shop for groceries. As we went to check out, my partner noticed a pile of leaflets on the counter by the till which said, in Czech, that if a customer handed one of these leaflets to the cashier over the weekend of the 30th, and had spent more than Kc 400, they would receive Kc 100 deduction from their bill. There was nothing in the store to advertise the leaflets and no mention of them by the cashier when we went to check-out. My partner (who is Czech, but we were speaking English) picked up one of the leaflets and said ‘can I give you this and get a discount?’ to which she shrugged, said OK, rung up the leaflet and duly deducted the Kc 100 (and probably put it back on the counter in front of her once we left!’).

We could only assume that (a) the leaflets were supposed to have been given to shoppers the previous weekend, with a view to encouraging them to come back again today or tomorrow, (b) someone had forgotten to put them out the previous weekend and thought that they had better use them quickly in order to show that they had done their job (since the deduction had to be rung up) and (c) that no-one would explain the value of the leaflet to anyone that didn’t speak Czech as, of course, they could probably afford to do without the Kc 100 off (cynical? Me?).

Clearly some marketing person at a high level had thought that these leaflets would be a nice way of driving customers back to the store and getting them to spend more than they might usually, and had then spent money themselves designing and printing the leaflets, distributing them to the stores and then hoping to see an increase in figures. The result, though, since clearly the leaflets were used on the weekend after they were supposed to be, was just a few shoppers getting a Kc 100 reduction on a bill that they were already prepared to pay the full amount for and, one would assume, most of the leaflets being chucked in the bin.

The moral of the story – if you are going to do some sort of leaflet promotion, then ensure with your own eyes that leaflets are being given out on the right date and in the right spirit. You can also help to ensure this by publicizing the fact that the leaflets exist in advance of people receiving them so that the recipients are looking out for them and the people giving them know that! By the way, I am sure I am not the only person that has seen promotional people dumping leaflets on the floor of buildings, in rubbish bins, etc… if you are going to use such people, then you need to police what they are doing or you might just as well chuck your money in the rubbish bin instead.

Another recent experience: I was offered a free trial at a service company that was offering something that I had been considering using for a while. I duly made my appointment and toddled along to be greeted by one of the rudest receptionists that I have had the pleasure of meeting. First she told me that I didn’t have an appointment, and then, when I assured her that I did, she asked me how I planned to pay for the upcoming experience. I said I wasn’t going to be paying as I was here for a free consultation, which she insisted wasn’t possible, and so it continued. Short of asking her security people to remove me forcibly from the building, she couldn’t have been ruder. Luckily I am an old hand here and when I got to see the main person the visit was a success. But had I not been, the result of this ‘free trial promotion’ would have been that I would never, ever, have darkened this company’s doorsteps again (and, as an aside, they would probably have been one of those companies that sometime in the future would tell me or someone similar that ‘marketing doesn’t work’!!).

The moral of the story: if you are going to offer a free consultation or promotion, make sure that every member of your team knows what is going on!

Lastly, my own rather frustrating marketing experience. We have an apartment in Spain that we have started to advertise on one of the holiday rental sites. Of course, there are millions of similar apartments on the site, and in order to get high up the viewing order we are dependent on good reviews. So every time someone books and stays through the website, we ask them if they would write a review for us as we believe that the apartment is fantastic. A recent group – four 80 year-old Americans, paying their first visit to Spain, who emailed me questions on a daily basis for weeks before their visit – had a bit of a bad time. Not because of the apartment but because flying all that way, driving in Europe, etc, etc, etc, all proved a bit too much for them. Believing that our own service had been really good (we even laid out a bottle of champagne for them on arrival) I duly asked them for a review. And what a stinker they wrote.

The moral of the story – if you are going to ask for a review, testimonial or reference that is going to be seen in public, make sure that you know without any possible doubt that it is going to be good! I probably should have known better…

Sometimes you have to give something in order to get something back…

As anyone that reads this knows, I am a big fan of watching what other companies do in their marketing efforts and if something works, then I am the first one to copy it (albeit sometimes loosely disguised). For sure we have all seen one marketing trick that the very biggest brands use on a regular basis, and that is to give something away in order to persuade their customers to buy it again, maybe more than once. For anyone that doesn’t have a very big marketing budget (if any) this is always a fairly successful and low cost promotion and I often suggest something like it to our clients. Imagine how excited I was, therefore, when I was offered something myself as part of someone else’s marketing strategy!

When I first arrived in the Czech Republic (then Czechoslovakia) one of the things that bothered all of us expats the most was getting sick. How would we find a doctor (or, even worse, a dentist!) that spoke English and how would we know if they were any good? And what if we had to go into hospital?! I, like many others, paid a huge amount each month to a private health plan that ensured that if I even broke a toenail I would be flown straight back to the UK for emergency treatment as, at least in those days, that was felt to be a much better option than ‘going local’!

Over the years, of course, things have changed considerably, and sadly I have now had enough experience of Czech doctors and hospitals to allow me to stop the private health care and feel relatively relaxed about the idea of seeing a Czech doctor – all of my experiences have been pretty good, and I absolutely love my dentist!

Amongst those changes are the various private hospitals and clinics that have sprung up, and one of those (I think the first) was the Canadian Medical Centre. For a while, many years ago, I went there to visit my sports doctor, but then he moved and I followed, and I have since forgotten about it. What a lovely surprise, therefore, when out of the blue just a couple of weeks ago I was offered a free visit to a choice of practitioner.

Those on offer were a physio, a dentist or a nutritionist. Having my own regular physio and the above-mentioned dentist, the nutritionist was always going to be my choice, and besides which, I have been considering seeing a nutritionist for a while, so it was a bit of a spooky offer to have one handed to me on a plate, so to speak.

I duly toddled along last week and pulled up outside the CMC’s home, which really is a lovely building and which has undergone a lot of changes since I last visited. You go in through a very nice entrance, and up the stairs to a really glam reception where, in case you are wondering (and I remember that I used to!) there were a number of different nationalities waiting, not just Canadians! I am afraid that the receptionist (which I will gloss over) did not quite meet the same standard, but once I was ushered in to see the nutritionist (Keely Fraser) I was ready to overlook the blip earlier on, and got right into the whole experience.

Despite being relatively at home with local doctors and so on, I do have to say that it makes a huge difference to be able to talk to someone in English – OK, we should all speak great Czech, blah, blah, blah, but when it comes to health things it really is a lot easier if we don’t have to think carefully about what we are saying or, even worse, speak through a translator. Plus, of course, you get a better sense of whether they really know their stuff or not if you are able to speak directly and easily. And she clearly did. Within a few minutes I was telling her all sorts of things that I would usually find difficult (language/translation/shyness) and at the end of the hour she more or less had to kick me out… And yes, I said, I would be back!

My next appointment (paid for) will be in two weeks’ time. So for a bit of effort by the marketing team, and one free consultation, they have me hooked. Who says giving something away for free doesn’t work!

In short, whilst I probably wouldn’t go there for every little thing anymore (but maybe if I had only been here a short while I would) there is no doubt that if you have a health issue, whatever it might be, being able to speak in your own language (and yes, there are Czech doctors there too), being in a very comfortable environment, and knowing that the doctor/person you are being treated by has met some pretty high standards is really worth paying for. I am a fan.

You can find more about the Canadian Medical Centre on: