What Role Does a Modern Marketing Database Play in a Client-Centric Company?

Have you ever stopped to think what the entries in your customer database and marketing database are? Each entry is a potential lead that can bring more sales to a company. A marketing database has all the details of your existing customers and your potential customers. It is the operational tool of your marketing team that tracks the prospect of sales and profit. An excellent marketing database can not only track opportunities, but it can also collect leads, gather new information about potential customers and help in the analysis of your lead generation activity.

Why does your company need a marketing database as well?

An excellent database of customer intelligence will be able to provide you with all the details including the kind of research they are doing on your brand, their initial contact point (social media and search engines) and their actual activities on your website. A good database is like a complete storybook with each entry representing a short story including the type of relationship between brand and customer, and the profit each sale generates. Since each entry brings forth fresh data about the customer and the brand, you need to refresh your database on a regular basis.

How are most companies gathering so much data?

A vast majority of the upcoming brands and online businesses are utilizing third-party data vendors to collect actionable data. It might sound simple for those with a working knowledge of database management, but it can be difficult for the ones taking baby-steps in the realm of database administration. Regular updating can involve third-party data vendors. When that happens, data becomes too diffuse. Superficial data sets can cause functional data to reduce significantly. In these situations, a data expert can always help you filter out relevant data and make room for new actionable data in the store.

Utilizing multiple databases for optimizing marketing campaigns

Always remember to streamline your data vendors, even when you are using third-party data. In most cases, companies do employ several data sources for populating their marketing platforms. One of them usually provides the marketing leads, and the others typically provide the accounts. In these cases, you will need the help of a database administrator to ensure the authenticity of your data and to remove redundancy in the database. In most cases, social media, search engine data and application data prove to be valid sources of data for multiple marketing databases. Modern companies often use various data sources for achieving short-term wins and for streamlining long-term data collection efforts.

Modern trends in database marketing among customer-centric companies

In reality, most businesses are suffering from infobesity at this time. They are drowning in uncharacterized data, and they need references to help characterize them. Thankfully, new data management tools have evolved with techniques to sort through humongous quantities of data (big data) and leverage digital behavior of customers for an increase in efficacy of the process. Database marketing is shepherding a new era where companies can contextually utilize relevant customer insights to deliver hyper-personalized products and services to the modern customer.

Author Bio:

Sujain Thomas has been working as a database administrator for several years now. Her expert knowledge of data management has paved the way for cost-effective big data management and analytics in small to medium companies.

 

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Want to Sell More Products Then Make Them Easier to Find!

 

 

Have you ever wondered why some online shops seem to have incredible success with their sales, while others just can’t seem to convert? Is your e-commerce store one of the latter? If so, it’s highly likely that the reason has very little to do with how much traffic you have. In many cases, the problem is simply the fact that potential customers aren’t finding what they’re searching for.

 

What Does that Mean?

To be fair, that statement actually covers a lot of territory. I don’t want to be vague about this, so let’s look at a few of the reasons that visitors to your site don’t find what they want.

  1. You don’t offer what’s trending.

    One of the keys to success with a web store is knowing what’s popular and when. Buying trends on the Internet change regularly, based on several factors, including other people’s marketing. Knowing what’s popular with your visitors means you can capitalize on those trends by optimizing your product visibility. Not knowing means those visitors that do find you won’t stay long.

  2. Your inventory isn’t optimized for the visitors you’re getting.

    Traffic generation shouldn’t be a haphazard process, nor should selecting the products you plan to sell. How you decide to target your traffic campaigns and adjust your merchandising depends on many criteria. Without data and a way to analyze it, there’s not really a good place to start.

  3. You stock the right products, but people don’t find them.

    Notice that I didn’t say “can’t find them.” That’s an important distinction, because your visitors won’t waste time using a site search engine that doesn’t locate what they want quick. They also don’t want to bother with looking through all the items in your collections to locate the right one.

    Today’s internet shopper expects instant gratification. If he or she doesn’t get it from your store, getting back to the search results that brought them to you is only a matter of a few clicks at most. You don’t have a lot of time to show them the right items.

How do You Solve This?

So, you see, the bad news is that no matter how little competition is out there for your shop, if a shopper finds it faster somewhere else, you’ll probably lose a buyer. The good news is, there’s a lot you can do about it. The GREAT news is that there’s a fantastic, simple, add-on solution that can help with every aspect of the process.

 

Let’s start with the good news.

If you want to get the right products in front of the right people, there are some important steps you can take to accomplish that:
  1. Target the right audience.
  2. Monitor buying trends.
  3. Give your visitors an effective, intuitive on site search engine.
  4. Gather data about your customers’ search behavior.
  5. Analyze the data.
  6. Stock popular products.
  7. Place the most search-for products prominently.
  8. Suggest related products.
  9. Make purchasing simple.

That probably sounds like a lot of work, and the fact is, if you have to do all of the above on an individual basis, it is. That’s where the great news comes into play and it’s all about one incredibly simple addition to your store:: Site Search

 

About the Solution

You’re skeptical about that last statement, aren’t you? I get it and I don’t blame you. There are a lot of so-called “all-in-one solutions” out there. I’m about to tell you why this one is truly different and let you decide for yourself. Ready?

 

It’s platform-independent.

First of all, Site Search isn’t going to make you switch e-commerce solutions or even worry about making changes to the way your current one works. It’s a custom application that runs as a CSS and Javascript overlay for your existing CMS. If you don’t understand all those terms, don’t worry; you don’t need to. The important point is that this app integrates seamlessly with whatever platform you’re using, because it’s created specifically for it. It can even be custom-configured to work with a non-standard e-commerce program.

 

It works like a website search.

Well, technically, that’s exactly what the front end is. It’s not like the others, though. This application brings a fresh new shopping experience to your visitors. It learns as people search and builds a comprehensive suggestion database.  As users type, it delivers related searches that can be clicked on at any time to save time. Because it’s cloud-based, it does all this with incredible speed. It’s optimized for mobile clients, too.

 

 It works in the background for you.

While you’re delivering an optimal shopping experience for your visitors, Site Search will be collecting valuable data from all of their interaction with the search engine and your site. You can access that information at any time, in your private dashboard, where you can run one-click analyses. You then use the analytical info to tailor your promotions, product placement, inventory and even fine-tune the application to increase your conversion rate.For all its outward simplicity, this app is one of the most sophisticated tools you can add to your e-commerce site and it will make a difference from the first day you put it into operation. There’s not a better site search tool or merchandising aid available.

 It won’t overtax your server.

Perhaps the best feature of this innovative tool is the cloud-based operation of all the functions. It won’t place any additional load on your web server, so your site stays fast and you don’t get into hot water with your hosting service.

 It’ll be up and running in no time.

 On average, integration time with your site is about 2 hours. Remember, there’s no need to make core programming changes to the platform, so there isn’t any need to worry about site crashes or major service delays.

 

See for Yourself

As I mentioned, I understand the skepticism behind all of these claims, so I’m going to leave most of the convincing to the app website. The developers at Fast Simon have created a great resource to tell you all about it. If you’re interested in increasing your bottom line with an incredibly easy-to-use, powerful tool, take a look at Site Search

 

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The Easiest Way to Connect to New Business Partners

Growing a business requires proper strategy and working smart. Connecting with the right business partners is one of the key pillars for any business. Referrals may end up being the perfect partners for our business, but there is a part that you would have to play so that you can achieve this. Here are some tips, which you can apply so as to be able to connect to new business partners, easily.

Develop Solid Relationships

While the ultimate objective is to find partners, who you can work with to grow the business, take time to cultivate a good and strong relationship. This makes it easier for people to trust you and eventually want to invest their money in your business. Focus on adding value to the relationship with anyone that you get connected to. As long as you can have a solid foundation, this should play out to your advantage.

Seek Clarity and Answers

One of the best ways to tell if a person would be a great fit for your business is through conversation. Strike conversation with thought-provoking questions and pay keen attention to their responses. Have a strategy that allows the potential partner to talk most of the time and if there are any gray areas, seek clarification.

 

Keeping Scores Does Not Work

You should have an open mind and come alive to the fact that there are connections that will work, and others will fail. Do not keep a score of how much you have been giving out, without receiving. Set your mind to give at all times, without expecting anything in return. Once you have conditioned your mind this way, it becomes easier to connect with business partners, and there will be fewer disappointments.

Work on Your Reputation

Everyone loves to be associated with something good. One of the best strategies to win over business partners is by building a great reputation for the business. Pay attention to the strengths and weakness of the business and use them to make the necessary adjustment. Weaknesses should be used to come up with a learning agenda. If your business has a great reputation, anyone you approach to partner with you will actually feel honored.

Be Flexible

Being rigid is a good thing, only to a certain extent. If you are truly committed to the course of getting new people to connect with as business partners, you should be easy going. Always be at your best and try to impress the prospects within the shortest period of time. There are some people who lose connections right from the introduction. Have a strategy, an even if it means rehearsing, do not hesitate to do so.
For any business to thrive and experience exponential growth, it would ideal to find business partners to work with. This does not need to be a complex thing, and as you can see, above, you can use very basic strategies to easily connect with business partners. Be open-minded, and you will be amazed at how much potential has been untapped out there.

 

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The Impact of Cyber Attacks on the Banking Industry

 

There have been increasing numbers of cyber attacks reported in recent years across all industries and it is costing the United States an absolute fortune in cyber security. Obama announced that $19 billion  was to be dedicated to the ongoing fight against cyber criminals, highlighting the gravity of the threat it now poses to businesses and even households.

In 2016 there were widely reported attacks on PayPal, Twitter and Spotify to name a just a few of the big companies that have been targeted. The number of cyber attacks across the world is increasing and businesses are spending more and more money in deterring the crime.

Banking Sector Most at Risk

Of course, the banking sector is one of the industries that are most at risk, given the nature of the data that they hold. This means that banks have had to dedicate significant funds on developing their digital infrastructure to strengthen their cyber security. The banking world has long been seen as a very profitable industry and for many banks that still remains to be true. Investment banking experts like Fahad Al Rajaan demonstrate that the banking sector can still be a very effective way of making money. It is therefore vital that banks are protected from cyber-attacks.

Preventing Cyber Attacks

As well as spending more on software to reduce the chances of an attack, companies now spend more on resources dedicated to preventing cyber-attacks. This means that extra IT personnel are required, extra training for all staff and more resources allocated to analyzing their cyber security and performing risk assessments.It also means that more robust policies and processes must be introduced. This can vary from developing and delivering online training for staff to raise awareness about the risks of cyber security, to employing a whole team of experts to audit the processes. It is certainly becoming a very costly affair.

Cyber attacks not only cost businesses from the initial financial sting, they are also impacted by the reputational damage that the attacks can cause for years to come. If somebody feels that their money isn’t safe with a bank, then they are likely to close their account and go to another one that they feel will protect their money better. The more publicity that a cyber attack attracts, the higher the reputational damage will be.As mentioned before, the government is committed to driving down and eventually eradicating the threat of cyber attacks. Greater cyber security laws are being ratified and harder punishments will be a deterrent for many would-be cyber criminals.

 

Finding a Solution

It is unfortunate that such huge amounts of money are being spent on cyber crime, both by the government and by businesses. Until a solution is found, it looks like this trend will continue and the threat of cyber attacks will dominate how businesses setup their IT structures and policies.

 

 

 

 

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4 Areas of Your Company That Are Worth Your Investment

 

 

 

 

To have a profitable and successful company you need to have your money invested in the right places. Whatever industry or sector you are trying to conquer, you have to put your money where your mouth is and show that you support all areas of your company to make it to the top.

Investing wisely in the right areas will not only help your company to grow, but it will also increase your business’ profit and help you stay ahead of your competition. However, you have to be willing to back what you believe in if you want it to work and perform. A financially healthy company is one that knows where to spend the money and why it’s important to ensure you deliver the best results for both yourself,  your employees and your customers.

Below are a number of areas within your business which you can invest in further to reap the rewards. Use these tips to understand what’s going to help you find success.

People

Your employees are the backbone of your company, and they know a good employer when they see one. They work hard each day to make sure your business is not only surviving but thriving. Invest in good people and see how quickly your company starts to take a turn for the better. Talented, smart and hardworking employees are what will take your business to another level. Be choosy about the hiring process and select candidates who have a strong character, the right skills and are onboard with your vision.

Technology

These days you’d be silly not to invest in using technology to propel your business and make it more efficient. For example, many brands are adopting Digital Banking solutions to give them more control over the financial process. It helps deepen user engagement and makes processing payments more secure. You won’t regret spending the money when daily work is completed more efficiently and quickly, and your customers are more satisfied.

Innovation

You can’t stay where you are forever. That’s why you have to invest in innovation and give people the opportunity to be creative and come up with groundbreaking solutions to some of the most complicated problems you’re facing. This is one of the only ways you’re going to beat out your competition and make a name for yourself in the marketplace. You don’t want to be chasing your rivals and wishing you were doing a better job.

Marketing

You’re not going to get very far if no one knows who you are or what you sell. You need a clear and concise marketing strategy, the right people to manage it and execute it, and strong partnerships that help you succeed. There’s not much of a future for your business without any marketing. Provide a solid budget for your team and let them show you how much of an impact it has on the success of your company. There are now many marketing channels available that require careful management and a strategic approach.

 

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Apple Campus The Space Ship Headquarters

Apple Campus 2, Lord of the ‘Rings’ Building

The Parliament House of India in New Delhi, the Vulcano Buono shopping mall in Nola, Italy and Britain’s Government Communications Headquarters (GCHQ) in Cheltenham are some of the massive ring-shaped buildings in the world. Come next year, they will be dwarfed by the colossal Apple Campus 2, the second corporate headquarters of the iPhone maker in Cupertino, California. Any one of the Parliament House, Vulcano Buono and GCHQ would fit inside the 176-acre Apple Campus 2 making the latter the rightful lord of the “ring” buildings.

The Building of Apple Campus

When contractor Rudolph and Sletten & Holder Construction completes Apple Campus 2 next year, the circular building will have a floor area of 2.8 million square feet. In contrast, Vulcano Buono’s floor area is 1.6 million sq. ft., GCHQ’s is 1.5 million sq. ft., and the Parliament House’s is 261,358 sq. ft. Apple Campus 2 is also more than a mile around while the Italian mall and GCHQ are just one-third of a mile around. Apple Campus 2 will house some 13,000 employees. In contrast, around 5,500 people work at the GCHQ. In terms of cost, the Apple project is projected to cost $5 billion. The British government spent £337 to complete the GCHQ in 2003 while the Vulcano Buono cost €180 million to complete in 2007.

Apple Goes Green

Apple Campus 2 will also be as green as Vulcano Buono and greener than GCHQ and the Parliament House. British firm Foster+Partners, the architects, put glass walls in the four-storey structure so occupants can look out on both sides. Within the ring is a large outdoor park with a fountain and stage in the center. Some 7,000 trees will surround the structure. Electricity will not come from the city’s power grid. The roof will be covered with solar panels to produce electricity that will power the building. The main building will have natural ventilation so air conditioning or heating will not be used for 75 percent of the year. Recycled water will be used in the campus and even be shared with Cupertino residents.

Healthy Work Environment of the Future

Adding to the healthy working environment of Apple Campus 2 are some 1,000 bikes for use by employees in getting around the place, miles of jogging and cycling trails, and a fitness center open to all of Apple’s 20,000 workers in Silicon Valley. The other amenities are a 500-table cafeteria eight times larger than the one in the Infinite Loop campus, underground parking facilities for up to 14,200 cars, and a 1,000-seat underground auditorium for product launching.

London Square not the Design that Steve Jobs Wanted

Oddly, Apple Campus 2 was originally planned as a square building with the design inspired by a London square with houses that surround a park, Forster+Partners founder and chairman Norman Foster told Architectural Record. But the design eventually evolved into a circular building with inputs from Apple’s late CEO Steve Jobs.

“Jobs wanted the new campus to reflect the Californian landscapes from his childhood,” according to Foster.

The environment and workforce are not the only winners in the Apple project. Cupertino folks get to benefit from the $30.6 million in revenue the project is bringing to the City Council. With that, the city can now fund its retirees’ medical needs.

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The Five Biggest Business Plagiarism Scandals

Throughout history, plagiarism has always been present, but never more so than in the current digital age. Where the internet is filled to the brim with content, with more being posted each and every day, it can be difficult to truly know whether what you are reading is original content. However, while most plagiarism cases are dealt with easily or float under the radar, there are some higher profile cases that certainly haven’t had that benefit! From the likes of Amy Schumer, to Melania Trump and even The New York Daily News, the following certainly could’ve done with a plagiarism checker! Without further ado, here are the five biggest plagiarism scandals of recent years.

The New York Daily News

The New York Daily News case was one that taught editors and writers across the globe a valuable lesson – keep drafts, notes, and ensure you save any relevant emails! They might not seem like much once the piece is done and ready to go, but you never know just when it might prove useful.

On April 19th 2016, journalist Shaun King had an article published that readers noticed was very similar to one published much earlier by The Daily Beast. Of course, this was immediately accused of being plagiarised, but there was an unexpected twist to come! King took to twitter after the accusations with evidence of timestamped emails that contained his original submission, and it turned out it was in fact an editorial issue! Jotham Sederstrom edited out the attribution that had been put into the piece before it went online! As a result, he was fired for the mistake.

Joe Biden

Many of us known Joe Biden as the much-loved vice president to Barack Obama, but long before he filled that role, Biden tried his own hand at the top spot. In 1987, Biden was running his presidential campaign but it was swiftly cut short when the accusations of plagiarism came rolling in. It soon surfaced that Biden had stolen a speech from a British politician by the name of Neil Kinnock. Soon after his academic work came under fire for plagiarism also. His withdrawal from the presidential race was, of course, announced soon after.

Amy Schumer

Laughter is a language that every person can speak, and jokes are often a great way of spreading said laughter around – well, if they don’t receive a groan instead! But in 2016, Amy Schumer came under fire when she was accused of plagiarising the jokes she was using in her stand-up performances. Tammy Pescatelli, Kathleen Madigan and Wendy Liebman all claimed that Schumer had ‘stolen’ their jokes and passed them off as her own without firing a single thank you in their direction. This story didn’t come to any conclusion, however, as Schumer only denied the claims, and it wasn’t taken any further.

Melania Trump

While this one might not be the tip of the ice-burg when it comes to thinking about the most words plagiarised, it certainly does for one of the worst possible places to do it. Also taking place in 2016, Melania Trump’s plagiarism scandal came about when she took to the stage to give a speech on the President’s behalf at the Republican National Convention. However, as great as the speech may have appeared to some, it pricked the ears of Obama fans, who quickly realised that Melania’s speech sounded strangely similar to Michelle Obama’s speech that was given in 2008 at the Democratic National Convention. Melania’s speech writer was blamed, and while she apologised and went on to try and resign, Trump refused to accept it anyway.

Vladamir Putin

1997 brought about Putin’s turn to face public criticism following accusations of plagiarism. Putin’s 1996 dissertation titled ‘Strategic Planning of Mineral Resources Replenishment at a Regional Level in Market Economy’ fell under scrutiny when it appeared to bear unavoidable resemblance to a book written by William Kind and David Cleland’s book ‘Strategic Planning and Policy’. Granted, no one’s approached Putin to question it directly, but the accusations have been made all the same.

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Essential Tips for Starting a Non-Profit Organization

You are excited to get started with your non-profit organization, and you are looking forward to making a positive impact with your community and the world. However, you need guidance to help you along the way.

Although there is a lot that must go into creating a successful non-profit, it is not so overwhelming that the average person cannot do it. There are some steps that you will need to take when you are in the initial stages of your non-profit start up. The following tips, if implemented correctly, will be the tools you need to have a successful non-profit.

Research

When you are considering starting a non-profit, it is important that you conduct some research. You will need to learn as much as you can about the cause you want to support. This will give you insight into knowing the organizations that already exist that are doing the work you are interested in doing. You will know the areas that still need assistance, as well as organizations that you can work with. By continuing to research, you will ensure your organization stays focused on its original mission.

Tax-Exempt Status

It is important to file for tax-exempt status when you want to operate a non-profit. Unfortunately, many non-profits choose to skip over this step because filing for this status can be expensive. They often realize that they need to complete a 501 c3 lookup 

When your organization has tax-exempt status, your donors will be able to receive tax-deductible receipts for any donations they make to your organization. This status is necessary to receive donations from corporations, and you will need it if you plan to apply for grant money for financial assistance.

Do not put unnecessary pressure on yourself. You do not want to find yourself in a position with a major donation pending and you do not have a 501 c3.

Create Your Non-profit Entity

Creating the legal organization for your non-profit can be accomplished in several ways. As previously discussed, the most common way is to establish your business as an independent 501 c3 is through the Internal Revenue Service. This is often a long process, and it requires the incorporation of your company in the state you wish to operate in. You will then need to file for a tax-exempt status using form 1024 from the IRS.

A faster way to do this is to create a non-profit organization through a fiscal sponsorship. This is when an organization that already has 501 c3 exempt status agrees to accept the structure of your non-profit within its organization. This will allow you to begin your non-profit projects while under another organization’s tax exempt status. Fiscal sponsorships are fast, inexpensive and simple. Make sure the organization you choose is reputable and is in good standing with the IRS and other non-profits.

You should have fun when you are helping other people. Always make sure that the people you are helping and the people who volunteer have fun also. That will make your endeavor even more worthwhile.

 

 

 

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How To Choose The Right Mobility Scooter For You

 

When it comes to choosing the right mobility scooter for you, it’s easy to get caught up in the moment and choose a mobility scooter based on appearance, rather than one that accommodates all your individual needs. With such a wide range of motability scooters to choose from, when choosing the right mobility scooter for you, it is paramount that you take your personal needs into consideration, as well as your budget, to ensure your new set of wheels can help you get around with ease. Find out exactly how to choose the right mobility scooter for you below.

Your Budget

When deciding what mobility scooter to buy, there are several things you need to consider. The first step to choosing the right mobility scooter for you is by considering how much you are willing to spend on your brand-new mode of transport. Mobility scooters are available at all prices, and even some of the top of the range mobility scooters are affordable. There are numerous things that affect the price of a mobility scooter, including whether it is a 3-wheel or 4-wheel scooter, for example. Whilst 3-wheel scooters often offer far more legroom than a 4-wheel mobility scooter, 4-wheel scooters are much more stable.

Mobility Scooter Weight

The last step towards choosing the right mobility scooter for you is to consider the mobility scooter weight. It is paramount that you choose a mobility scooter that is suitable for your weight, otherwise the mobility scooter may become unstable, and you may attain injury. As a result, when choosing a mobility scooter that is right for you, it is important to keep in mind that if you buy a mobility scooter with a recommended weight capacity that is lower that your actual weight at time of purchase, the warranty will be invalid.

Types Of Journey & Terrain

The next step towards choosing the right mobility scooter for you is to consider the types of journeys you plan to make using your mobility scooter. For example, if you are a planning to make short, everyday journeys on mostly flat terrain, such as trips to the local supermarket, a Class 2 mobility scooter could be the perfect option for you. Alternatively, if you plan to mainly use the mobility scooter for days out with friends and family, the Class 2 boot scooter is great. Not only can this scooter be easily folded, but because it can be taken apart, it provides fuss-free travel for everyone involved. However, if you live in an area that boasts uneven terrain, you will significantly benefit from choosing a Class 3 scooter that you can use on the road, as well as roadside.

Storage Facilities

The third step towards choosing the right mobility scooter for you is to consider where you plan to store your mobility scooter. Knowing where you will store your mobility scooter when it is not in use is essential to ensure your mobility scooter’s safety. Ideally, your mobility scooter should be kept in a secure and dry place to ensure it stays in top condition, away from the eyes of others. If you have nowhere to store your mobility scooter externally, you should consider whether or not you will be able to get it through doorways. If you have restricted access, portable mobility scooters that fold and can be dismantled with ease may be the best option for you.

Comfort

In order to choose the right mobility scooter for you, you must consider if you have any existing medical conditions that may affect the use of your mobility scooter. If you suffer from arthritis, for example, you may want to choose a mobility scooter with lots of legroom, such as a Class 3 mobility scooter, to accommodate swollen joints for a comfortable journey time and time again.

As you can see, choosing the right mobility scooter for you is based on much more than simply the speed and appearance of the scooter, and with so many options available, the process of choosing the right mobility scooter for you can be a daunting experience. However, it doesn’t have to be. By taking the factors listed above into consideration, you can find a suitable mobility scooter with ease, perfect for all of your individual needs.

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Three Ways to Turn Negative Publicity Into Something Positive

I Don’t Care if They are Talking about me, As Long as They are Talking about me..

 

As the classic saying goes, there is no such thing as bad publicity. But while there is something to be said about having people discussing your company, even if it’s not in a positive light, it is still a stressful experience to deal with negative stories, especially when they are not true. With that in mind, let’s look at a few examples of negative publicity, and how company owners should address each situation:

False Rumors

What do Amway and Nutella have in common? Being the victim of false rumors and, in both cases, swiftly addressing the untruths and correcting them. In the case of Amway, there has been a prevalent myth surrounding the company that they are basically a pyramid scheme. This type of misinformation may prevent people from purchasing cleaning products, beauty products and supplements from the company, as well as signing up to work for them. To quash this myth, Amway got busy posting the truth about their company on their website. In the case of Nutella, in 2016 rumors began to fly that the tasty chocolate-hazelnut spread contained carcinogenic palm oil. Ferrero, the company that makes Nutella, launched a campaign that explained how safe Nutella is; as a result, their sales began to flourish again.

True Mistakes

In some cases, companies do make actual errors, ranging from minor to more cringe worthy. Lulumon, a successful yoga pants company, sold pants in 2013 that were quickly discovered to be see-through — not exactly what you want to see or wear when in a crowded yoga studio. Another error happened in 2014, when American Apparel posted a photo of the Challenger space shuttle explosion and labeled it as “fireworks.” In cases like these, the best approach is to acknowledge that an error in judgment or materials was made, apologize sincerely and then do what you can to make things better. In the case of Lulumon, they reacted quickly to recall the see-through pants and replaced them with new pairs. For American Apparel, removing the photo immediately along with a heartfelt apology was a good approach.

 

Negative Reviews

Thanks to the power of social media and online review sites like Yelp, any customer can potentially complain about your company online. When you pride yourself on providing outstanding products and services, some cranky pants who is falsely accusing you of doing something wrong can be frustrating. While it might be tempting to fire back a scathing reply to the Negative Nellie, it is best to wait until you have calmed down. Then, respond to the negative review in a professional manner; for example, apologize for the person’s bad experience, point out that this is rare in your business, and offer him or her the chance to come back so you can make things right. Other people who read the review and your reply will see that you truly appreciate your customers and want to make sure that they are happy.

Making Lemons Out of Lemonade

If handled correctly, negative publicity can almost always be turned into something positive for a company. So while it is still jarring to realize your business is being talked about in a bad light, it is definitely possible to turn the situation around and use the opportunity to show your company in an outstanding way.

 

 

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