Rain, Rain, Go Away: How to Handle Marketing Mishaps

The springtime is evocative of many things…

Rebirth and renewal, growth and blossoming, hope and love. But there’s another side to all that bountiful beauty. When spring hits, ‘May Gray’ and ‘June Gloom’ are never too far behind. Now, many of us amebas have a fondness for those stormy skies. But it does make us think about another kind of torrential gloominess — that of marketing mishaps, mistakes, and all around misfortune.

No matter what industry you’re in, unforeseen bumps in the road can really put a damper on your business, not to mention your mindset. So if the weather isn’t the only thing getting you down right now, we’ve got the pick me up you need! So go ahead and grab your galoshes, because we are pouring out our tips on how to handle common marketing mishaps and turn them into sunshine and rainbows.

So, you’re getting some not-so-nice attention. Maybe a social post wasn’t well received or a few negative reviews just dropped. While we aren’t proponents of the phrase “any press is good press,” we do see it as an opportunity to take charge of public opinion and rewrite the narrative. So, if you’re in the midst of a PR crisis, know what marketing mistakes to avoid. Don’t stay silent, and don’t feed the existing story. Instead, take charge before the public gets wind of it. Take the attention off the bad news and flip the negative narrative towards the good. Start by addressing concerns, offering support, or otherwise showing growth. Forge a campaign for improvement! 

Nothing hits home quite like a product recall. We know your products are like your babies, but this setback is certainly not an end-all-be-all. See it as a chance to right any wrongs and show your customers that come rain or shine, you have their back. So, turn the situation around by crafting messages that show that you are protecting your customer’s best interests and doing whatever it takes to keep them safe. Prove that the problem has been fixed by offering transparency with exactly what went wrong and what the plan is for a solution. Done delicately, you can earn trust back and strengthen the connection with your customers.

Taking a rain check on a launch can be disappointing, but it is better to wait than throw caution to the wind. So, take these marketing challenges and use them as an opportunity to build up excitement. Why not use the spare time to perfect your product while loading your customers up on sweet suspense. Think “highly anticipated” and “anxiously awaited.” Show them that they can trust that it is well worth the wait.

If you’re having a dry spell on your sales due to a supply chain issue, don’t panic yet. Have some fun while you wait out the rainy day. Get crafty coming up with the best strategies to get customers primed and ready to purchase once the product is ready to ship. And in the meantime, get them excited about purchasing from your line of products that are in stock. Consider offering re-stocking sales to help your loyal customers save while you get out with the old and in with the new. At the same time, keep up the anticipation for the new products coming. Then, let the “sold out” stickers on your website speak for themselves. Struggling to keep up with the demand can often read as “back by popular demand” as soon as your next shipment hits the shelves.

So, you have some competition. When a large competitor gets into your industry, it can bring along big marketing challenges as you struggle to stay on top. But don’t let lightning strike you out of the game. Instead, take this as a sign to watch carefully. Take notes off of your neighbor and see what they are doing right. They say, “imitation is the greatest form of flattery.” So, copy what works and toss out what doesn’t. Find the holes in others’ strategies and fill them. Use this as a chance to market to customers based on what your company has that they can’t get anywhere else. This is your opportunity to build a loyal customer base that would choose you every time, rain or shine.

At Ameba Marketing, we are adamant believers in the philosophy of YES. Whatever storm you’re facing — be it a marketing misadventure or a business blunder, we’re always here to support, encourage and guide you…until those sunny days return again.