Acknowledge, fix problem while updating product
Recent pet deaths and a recall of tainted pet food have left millions of pet owners angry and – even worse for the commercial pet food industry – wary about what they feed their dogs and cats. The initial 16 deaths confirmed by the Food and Drug Administration have ballooned to 100 according to a tally by the Veterinary Information Network. And CBS News “Early Show” resident veterinarian Dr. Debbye Turner quoted a different Web site, PetConnection.com, which speculated as many as 2,000 pets have died from eating the recalled food. As the story grows, touching 80 brands connected to Ontario-based Menu Foods, including Eukanuba and Iams, the entire industry is now shrouded by consumer suspicion, meaning even brands unconnected to the tainted food have to re-affirm, and in many cases, rebuild trust. Experts can only guess what impact this tragedy might have on shares of the $12 billion pet food market in America. Though many brands have been mentioned, history should give all of them reason for hope. Numerous companies that have faced similar brand peril in the past were successful in winning back consumer confidence. Creative companies like Jack in the Box, Denny’s and Diamond Foods have turned crises into opportunities. Some companies have actually found ways to emerge with brands that are stronger than ever. These cases share three steps.
Take Responsibility Immediately
Waiting to take even a measure of responsibility always raises consumer distrust. As soon as it is apparent that a brand has been compromised, companies should make sure the public knows they are dialed in on the situation and searching for a remedy. However, saying something does not mean companies need to say everything. According to Mike Maul, president of Wordsworth Communications, who has been involved in crises ranging from product recalls to customer fatalities, “There’s a difference between acknowledging that you are searching for a solution versus publicly speculating about the causes.” Once actionable facts are in hand, message strategies can be developed and an aggressive communications campaign can begin. Such efforts occur simultaneously on multiple fronts, from Web sites and full-page newspapers ads to TV spots and stories in mainstream and trade news media. But convincing the world that you’re improving oversight and quality can be expensive. When writing out the checks, it’s good to keep in mind what you are fighting for: the future of your brand.
Make Definitive Changes
It is important that changes to internal processes and quality controls be substantial. They need to elicit confidence from the public that the problem will not recur. Some firms coming back from such situations have hired outside experts to lend objectivity to the investigation process and brand restructuring. If the problem is traced to a single vendor, as appears to be the case with Menu Foods, more stringent screening methods would be part of the solution. But the public will also want to know what else the company is doing internally to ensure safety. These pet-food related illnesses and product recalls provide an opportunity for major manufacturers take a leadership role in improving the entire category.
Be Seen, Be Heard, Weigh In
Brand leaders are already regarded as category experts. Even brands involved in a crisis are in a position to understand the category better than anyone. Concerned pet owners will also seek the views of veterinarians, pet hospitals and breeders. Manufacturers have an opportunity to update their brand story in light of the crisis, and get it into the hands of these influential groups. Their buy-in is crucial. After that, they must educate grocery and pet stores about improved pet food safety. Pet owners should be invited into the conversation. The first place many people will look for new information is online, so take out text ads to appear when people search for relevant terms like “pet food recall.” Point these ads to a blog on your corporate Web site where pet owners can share worries and suggestions. Online videos detailing quality assurance steps and rebranding efforts can be helpful. Ads should also be placed on packages and at stores. Swift, positive and responsible action is crucial to success. While it can be costly, it can position companies for growth and increased market share.
John Graham is a long-time veteran of the advertising industry, with extensive experience in the pet category and brand enhancement. He has more than 25 years experience helping some of America’s best-known advertisers and their brands, and is a senior member of the Creative Department.
An abridged version of this article appeared in the print edition of the April 27, 2007 Cincinnati Business Courier – click here to download a PDF of that article.
