Chris Koch

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How customers will react to a crisis in your company and what to do about it

Chris Koch

Coca Cola’s disastrous introduction of New Coke nearly destroyed the company because it broke the promise of continuity and reliability that had been built up with customers over the course of decades. If the crisis radiates widely beyond the company and damages other companies, the impact on the brand may increase.

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The last of the anti-social marketing tactics

Chris Koch

In truth, customers have never listened, except in a few cases of companies with the budget muscle to pound the tagline into customers’ heads over and over again though mass marketing and TV. Many of these companies compete with one another. Are the marketers at these companies not doing their jobs? Image via Wikipedia.

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The last of the anti-social marketing tactics

Chris Koch

In truth, customers have never listened, except in a few cases of companies with the budget muscle to pound the tagline into customers’ heads over and over again though mass marketing and TV. Many of these companies compete with one another. Are the marketers at these companies not doing their jobs? Image via Wikipedia.

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How to squander your leadership in social media

Chris Koch

The experts say that in the new era of social media, marketers need to stop delivering tightly-scripted, one-way messages and start engaging in uncontrolled, transparent conversations with customers and prospects wherever those conversations happen. Content companies are different. Transparency? Oh wait, I forgot.

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The first steps to take when your brand is in crisis

Chris Koch

We put ourselves in a hypothetical situation that some of you may have faced for real: when something bad happens that involves your company–think Tylenol poisonings, accounting scandals, etc.–what Be transparent. I had a great conversation recently with two of ITSMA’s brand gurus, Geoff Dodds and Julie Schwartz.

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How to create B2B social media policies

Chris Koch

The best documents don’t just tell employees what not to do; they also tell them what they should be doing to further the marketing goals of the company. Here are some recommendations based on a cross-section of social media policies from B2B companies, including social media policy examples from some leading B2B companies.

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Where is your mobile marketing center of gravity?

Chris Koch

CSC has been building the complex software that runs the processes of big insurance companies for decades—a kind of ERP for insurance. By making its software development processes transparent within WikonnecT—e.g., CSC added a mobile shoot to WikonnecT because its community is essentially a user group on steroids.