9
2010
The One Thing You Never Want to Put on ‘Pause’
A week after recalling approximately 2.3 million vehicles and shutting down the sales and production of eight of its models, Toyota implements a communications plan that includes an integrated mix of print, TV and online.
On Sunday, Jan. 31, the company purchased full-page ads in 20 of the nation’s largest papers. The ad reads, “A Temporary Pause. To put you first.” accompanied by the image of a large pause button. The company also introduced a recall-devoted website and social media efforts have been implemented. Toyota launched a video this week on their Facebook page with their spokesperson talking about the recall.
With a $1.69 billion marketing budget, Toyota is a big-time communicator – in fact, they’re the 13th largest advertiser in the U.S. So, why the week-long pause before launching this integrated communications effort?
It looks like Toyota didn’t stock its crisis management toolbox with damage control communications. In the midst of any crisis, customers and potential consumers need immediate answers and reassurance from the company or a spokesperson. Crisis Communications 101 teaches us that in the event of a crisis, communicate with your stakeholders early, often and honestly.
Why is it so important to constantly communicate with stakeholders? Because when you fall, you better believe the competitor will be there to sweep your stakeholders off their feet. While Toyota is on pause, GM, Ford and Chrysler have all initiated incentive programs specifically targeting Toyota owners.
When a crisis happens, customer loyalty will be tested. But we’ve seen restoration in public perception time and time again.
Remember when America’s number one pain-reliever killed seven people? In 1982, Johnson & Johnson immediately took its most profitable product off the shelves, and later reintroduced it with trusty tamper resistant lids (Child-proof and cyanide-proof at the same time). Tylenol recovered and today it dominates the marketplace.
Lesson learned—even if you weren’t prepared in preventing the crisis, consumers will respond more positively to your brand if you are prepared to face the music. Don’t press the pause button. Develop a crisis communications and media plan now, store it away in your crisis toolbox and pray you’ll never have to use it.
For more information about how we can help your company, view our media planing services page.
