Handle #cancelled campaigns tactfully

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 20, 2021, 5:04 PM UTC

Marketers should be proactive and handle issues with empathy when a costly project finds itself #cancelled in a mid-marketing campaign.

Instead of waiting for audiences to run wild with misinformation and speculation in a #cancelled campaign, brands should take proactive steps.  They should set up an external communication protocol and a response to prevent or reduce the impact of a crisis.

Even a single tweet can cascade into unexpected events and cause social media to be flooded with negative comments around the brand or company. When a situation arises, brands should never conceal wrongdoing or attempt a cover-up.

In such cases, brands should apologize twice and respond more carefully and thoughtfully to reduce the harm. They should be empathetic and admit the mistake, rather than blaming others.

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