Vol. 8, Issue 6 • Tuesday, June 23, 2009
creative briefs

According to Epsilon's Global Consumer Email Study, conducted by ROI Research, the survey of over 4000 consumers in 13 countries finds that Email remains a mainstay communication, showing that 87% of North American and 74% of European respondents are more likely than their peers in APAC to use email as their primary online communications tool.

Federal prosecutors have subpoenaed a newspaper for the personal information of website visitors whose online comments pertain to an upcoming tax evasion trial. This is a very troubling invasion of privacy.

Online social networking sites are assembling groups around particular disease types as a way of simulating interest in clinical trials and the data they're collecting on members. Interesting use of social networks.

Hello again. Let me just say this right now, if you ever hear me say "it's our policy" you may slap me. Making excuses to customers and citing policy is bad PR. We'll talk about that this time, and we'll consider why you should be vigilant online to make sure your brand is not compromised. Let's get going.

Creatively yours,

Harry Hoover

Bad PR Call

By Harry Hoover

So, let's say you take your Audi to the dealer for some repairs and leave it overnight. The next morning you get a call from the dealership telling you that your tires and rims have been stolen. And, oh by the way, the dealership is not liable and is not going to pay anything. To make matters worse, the customer is a single mom with triplets.

This just happened here and is a very bad decision on the part of Audi of Charlotte. Oh, yes. I called them out by name.

According to Audi General Manager Bill Taylor,

"The dealership goes to great lengths to protect the customer's property," Taylor said. "We have these policies in place. Unfortunately we have to base our practices on the majority of things, not the minority of things. There are faultless victims here. I'm as faultless as the client is."

Well, if you have been reading this blog for any length of time, you know how I feel about someone saying the "P" word (policy).

Stand By Your Brand

By Harry Hoover

With apologies to Tammy Wynette, who warbled the song, Stand By Your Man, now is the time to stand by your brand. If you don't, someone could hijack it or do it irreparable harm.

Prior to the rise of the Internet, marketers had a reasonable amount of time to respond to misinformation being spread about their brands. That was in the day of the daily newspaper. Instantaneous digital communication now makes it imperative that you be ever vigilant to online conversation about your brand.

You can't afford to ignore it. Blake Cahaill, senior vice president at Visible Technologies, speaks to this today in a column for Marketing Daily.

Mounting pressure to be the first to break a story, and garner the highest click-throughs on salacious headlines - coupled with the rapid decline of resources allocated to ensure fair and objective reporting - have enabled inaccurate and biased information to flood the Web, often leaving a lasting effect on both businesses and personal identity.

Complicating this picture is the flood of people joining social networks. Twitter has grown by leaps and bounds recently, according to Mashable.

My Creative Team  •  704.953.3406  •  harry@my-creativeteam.com