Wednesday, April 17, 2024

Vine Media

葡萄樹傳媒

反向操作的市場策略

By: Rick Boxx

在企業界,強調公司的獨特性和能力似乎是很稀鬆平常的事。我們試著去定義自己的「利基」-推銷自己的長處,彰顯我們和競爭對手有多大的不同。但是,很少企業領導人會公開承認他們的弱點。他們忽略,或更糟的是掩飾或隱藏自己的弱點,然後希望沒有人發現。

但也有例外。一個全國有名的例子就是,一間PIZZA店因為營業狀況不好,進而去了解原因,發現顧客不喜歡他們的PIZZA口味。這間PIZZA店的執行長沒有忽略顧客的意見,開始試圖用靈活的行銷和重新包裝來推銷他們的產品。他發展了一套策略,在五年的期間帶來了一個極大的翻轉。

這個翻轉始於:這個公司發現他們的目標客群對公司產品真正的想法-他們不喜歡這個公司PIZZA的口味。他們發現顧客不喜歡公司的主要產品是一個很大的麻煩。但是不同於以往的做法,這間公司沒有掩蓋這個事實,他們反而利用市調的機會,讓顧客表達他們對該公司PIZZA口味的看法。然後,這一位CEO用電視廣告道歉並且承諾:「美國,我們聽到你的聲音了,我們會讓你知道我們的改變,請再給我們一次機會。」

近年來,我們經常聽到許多公司的產品出問題,也許是製造、設計或是品質上的問題。但很少公司會像這間PIZZA店一樣直接承認自己的錯誤,承諾改進,也真正去改進。錯誤是很常見的,有時我們趕不上出貨的日期,也許我們可以忽視這個問題或是找藉口,又或者我們可以承認錯誤並提出改進的方法來修正錯誤。聖經也提供我們一些好的建議,舉例來說:

直接承認錯誤總是對的。 很多人聽過「你們的罪必追上你們這句話。無論是製造車子、處理別人的投資或是生產食品,有錯就直接承認,就像我們在很多新聞頭條上看到的一樣。神對以色列人民說:順服帶來獎賞。「倘若你們不這樣行,就得罪耶和華,要知道你們的罪必追上你們。」(民數記32章23節)

誠實是不用羞愧。承認錯誤時,也要有對應的解決問題的方法以及讓問題曝光的心理準備。「遮掩自己罪過的,必不亨通;承認離棄罪過的,必蒙憐恤。」(箴言28章13節)

有時候,就像是這家PIZZA店所做的,最佳的行銷策略就是請領導人負起責任,公開道歉、改正錯誤並且請消費者再給一次機會。

省思/討論題目
當你知道買的東西或是服務有問題,而且公司也知情的時候,你當下第一個反應是什麼?你期待那間公司如何回應? 你的經驗當中,公司是否曾經遇過像那家PIZZA店的狀況?如果有,當時你的公司是如何回應的?如果沒有,你覺得自己如果遇到這樣的狀況會如何回應? 你覺得是什麼原因造成有些公司比較容易掩蓋問題而不是直接承認問題,並且提出改進的方法? 你同意「你們的罪必追上你們」這句話嗎?或者你比較同意「消費者知道太多會造成傷害」?解釋你的答案。備註:如果你手上有聖經,想要知道聖經中與這個主題相關的經文,請參考:創世紀44章18節,箴言5章22節、10章9節、11章1節、12章22節、13章6節、19章22節、24章26節、以賽亞書59章12節

AN UNORTHODOX MARKETING STRATEGY
By Rick Boxx

In the business world it seems normal to emphasize a company”s unique qualities and capacities. We try to define our “niche,” promote our strengths, and show how we differentiate from our competitors. It is less common, however, for business leaders to publicly acknowledge their weaknesses. They are either ignored or, even worse, disguised or concealed in hope that no one will recognize them.

That is not always the case. One stellar example was a nationally known pizza franchise that came to the unsettling realization that many of its customers disliked the taste of the primary product – pizza. Rather than overlooking the customers” dissatisfaction by attempting slick marketing and repackaging, the company”s CEO developed a strategy that brought a remarkable turnaround in a five-year period.

This turnaround began when the company discovered through consumer focus groups what many of its customers really thought about their product, that they did not like the taste of the pizza. Understandably, this was troublesome news – especially when it is the main thing you are selling. What was unusual, however, was how the company responded. Instead of burying this information, the company ran commercials actually allowing customers to express how they thought their pizza tasted. Then, according to the esteemed business periodical, Wall Street Journal, the CEO appeared in TV commercials offering an apology along with a promise: "We hear you, America. Sometimes you know you’ve got to make a change. Please give us another try."

In recent years we have seen and heard news reports about the problems many companies have had with products, whether in manufacturing, design, or quality. Relatively few are as forthright in admitting their failings, promising to make amends, and then taking proactive steps to follow through. In any business, mistakes happen. Sometimes deadlines are missed. We can ignore these problems, offer excuses, or address them directly by acknowledging them and taking appropriate measures to correct the issues. The Bible offers sound advice about this. Here are some examples:

Being forthright is always right. Many of us have heard the saying, “your sins will find you out.” Whether it involves building cars, handling investments for others, or manufacturing food products, this is almost always true, as we regularly see in headlines and news reports. Speaking to the nation of Israel, God assured them that obedience would be rewarded. Then they were warned, "But if you will not do so, behold, you have sinned against the LORD, and be sure your sin will find you out” (Numbers 32:23).

Honesty requires no apologies. Admitting failings accompanied by a plan to make necessary corrections is always preferable to seeking to hide problems and then having them exposed. "He who conceals his transgressions will not prosper, but he who confesses and forsakes them will find compassion" (Proverbs 28:13).

Sometimes, as the well-known pizza company demonstrated, the best marketing strategy is to take ownership of the problem, declare it publicly, correct it, and then ask customers for a second chance.

Copyright 2016, Integrity Resource Center, Inc. Adapted with permission from "Integrity Moments with Rick Boxx," a commentary on issues of integrity in the workplace from a Christian perspective.

Reflection/Discussion Questions
What is your first reaction when you learn about a problem with a product or service you have been using, especially if they were already aware of it? What kind of response do you expect from the vendor? In your experience, has there been a time when you had to admit to a situation similar to what the pizza company encountered? If so, how have you or your company responded? If not, how do you think you would respond if something like that were to occur? Why are companies typically more inclined to cover up problems rather than being upfront to acknowledge them and explain steps they have planned for making needed changes? Do you agree with the saying, “your sin will find you out,” or are you more aligned with those who would contend, “what the customers do not know will not hurt them”? Explain your answer.NOTE: If you have a Bible and would like to read more about this subject, consider the following passages: Genesis 44:18, Proverbs 5:22, 10:9, 11:1, 12:22, 13:6, 19:22, 24:26; Isaiah 59:12

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