Question

Topic: Advertising/PR

Damage Control!! Urgent!!!

Posted by Anonymous on6/13/2004 at 4:38 PM ET 250 Points
Our company has made a big goof up in advertising one of its products and now we need to do some serious damage control. I need an answer withing 24 hours to give to my bosses so puhleeeese help me save my a**.
Here are the details.

We are a B-2-B company manufacturing packaging and cartoning machines along with many other products.
We recently placed advertisements in some of the leading dailies and magazines about one of our machines. It is a highly complex machine and is very expensive. But we wanted to advertise the fact that it is extremely user-friendly and easy to use and the person who is using it does not require a high degree of training.
Our ad-agency came up with a print ad and some Blind Idiot in the marketing department approved it and it was published in many trade journals, business magazines, financial newspapers etc. The ad had a woman standing next to the machine that was being advertised and the body copy explained how simple the machine was in usage and other benefits. Nothing politically incorrect in it . However, The headline of the ad stated out in bold letters:
"Its so simple, even a woman can run it"

Being a woman myself, I can realize how offending a statement this is. Our company does not have any prejudices or biases against women and there is nothing at all in this headline that reflects our core values or beliefs. Until now our reputation in the market has been very very good and our customers have always been very happy with our products and services and we have a very healthy relationship with them,
But since this ad has been launched, we have got complaints from many of our customers and three of our top customers have even brought our contract with them under review. Some of our customer companies headed by women CEO's have already made their displeasure very clear.
我们终止合同的广告代理and taken action against the person who approved this ad. However, I need to know what is it that we can do now to control the damage done and also to bring back our company's reputation to where it stood. We realize this might not die down easily and our competitors would use this to their own benefit. I need to know what are the steps we can take. I have just joined this company as a PR executive and I have a fair idea about the steps that can be taken but I could use some expert opinions as well.
Please answer at the earliest. I have less than a day to take action
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RESPONSES

  • Posted bySRyan ;]on6/14/2004 at 2:26 AM Accepted
    I like the idea of continuing the series of ads with a twist. Examples:

    "It's so simple, even a womanour copywriter can use it."
    Photo should include a mussed up man with a black eye and his arm in a cast. The same woman from ad #1 should be standing in the background, arms crossed, looking perfectly composed and mildly triumphant. (Maybe footnote the ad with "No animals or copywriters were harmed in the making of this advertisement.")

    "It's so simple, even our marketing guy can use it."
    Photo should include a man in a tie, arms in a "Who me?" shrug, his head covered with a paper bag.

    "It's so simple, even my boss can use it."
    Photo should include someone grinning who your typical end users can identify with (hardhat wearers, maybe?), pointing over his shoulder with his thumb at the supervisor in the background. Supervisor is preoccupied with a clipboard, cell phone, or both.

    I'm not disagreeing with anyone's advice regarding apologies to customers... but I do think you can take advantage of the buzz from ad #1 and MAYBE even make the blunder look like a clever strategic approach.

    - Shelley
  • Posted on6/14/2004 at 9:48 AM Accepted
    Hi Geri,

    I deal with these kind of sexist remarks daily (I live in Italy, land of Berlusconi and his "we have the most beautiful secretaries in the world" gaffes) and it's an uphill battle. However, I've found that there really isn't that much difference between Europeans and Americans. My opinion is that both are sexist, but Europeans have no qualms about it. Whereas Americans will act shocked and amazed that it actually happens. Most of the backlash is just what's to be expected of these companies (if they hadn't made their outrage publicly clear to you, they would have been considered sexist as well.)

    I agree that humor in B2B copy is generally not used. But frankly, it's the only way to get you out of this. It will say, "so we messed up. let's laugh about it and move on". However, just as you know, it IS a big deal, and you're probably going to lose some business over this. You will probably HAVE to invest more of your ad budget into this product line just to make amends. My advice: go with the humor. The goal of these ads is "reparation" and not to generate sales enquiries (although, if they do, then you will have to reevaluate how you feel about humor). Sending out a simple "apology ad" will look pathetic and give your competitors more fuel to ad to the fire.

    然而,当接触你的关键客户,得到了爵士ious and apologize. Tell them that even though this has happened, it has allowed you to take a good look through your company and develop some new work procedures. Mention your new sensitization campaigns and workshops. Make a donation to womens' charities and make it clear that if they have any questions or concerns, they can contact YOU (a woman) directly. All of this will assuage some fears and let your clients know that you've eliminated the bad apple.

    Whew. Best of luck. Let us know how it goes.
  • Posted byChris Blackmanon6/14/2004 at 10:02 PM Accepted
    Apology first, retrieval of face with humour perhaps later.

    The company needs to have a summit with all its internal departments as well as its service providers - including the trade press - to figure what happened here. The process needs to be transparent, must incorporate everyone's thinking, and root out any deep-seated prejudices and feelings. Gender, race, any other prejudices - these things are like cockroaches, they breed happily alongside one another and if there's one, there's bound to be a whole slew somewhere nearby. The company needs to fix its processes so this can't ever happen again, and make its policies clear, so anyone who thinks this way understands it's not appropriate for the future.

    I'm amazed none of the trade magazines suggested the material might be inappropriate... They all need a good hard look at themselves too!

    Can we see a copy of the ad?

    Which countries was the ad run in? I can imagine in some coutries, say Japan, for example, it might be seen as being acceptable.

    I have to disagree with Gavin. If an ad with that headline went into circulation in Australia - even on a notice board - I am sure it would contravene the Equal Opportunity Act. It would certainly contravene most companies policies about non-sexist comments and inclusiveness. There would be a stink about it - I'd expect Mike Monroe to come forcing his way through the front door with a camera team recording every word...

    Let's face it, the headline implies a woman is less intelligent than other genders. Try shouting that out at lunchtime in Bourke Street Mall - but let me know when you're planning to do it, I'd like to watch!
  • Posted bytelemoxieon6/20/2004 at 12:55 PM Accepted
    You have fired your old agency - have you hired a new one yet? If not, here's an idea.

    Be totally open and honest. Run an ad in the same publication, with a letter from your CEO saying something like, "we are looking for a new ad agency or PR firm. The last agency has run an ad which may have offended some of our friends in the industry, and we're embarrassed. We've fired the agency, we're sorry, and we'd like to appologise, but we don't know the best way to go about this.... We'd also like someone who can help us improve our internal marketing procedures, so that nothing like this will happen again in the future".

    Your CEO can call on your best customers with the same story (which happens to be the truth) and ask them if they know anyone who can move this in a positive direction.

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