For any business to survive there are several keys. First the business must offer a great product. Second, the business must effectively manage its costs to produce that product. And third the business must have great marketing public relations.
Even businesses with the first two of these principles covered fail miserably without great marketing public relations. History is filled with businesses that have failed, not because they offered a poor product or could not manage costs, but because of management public relations.
When we talk of marketing public relations, we are talking about a business’ reputation. Without a good reputation many businesses fail. If a business originally began with a poor product, but then improves the product, the damage may have already been done. It may be too late to save such a business. People will always associate that first product with the company.
Businesses that begin with a well designed product build a good reputation. Even if they have a product that is a dud, the public is willing to forgive, because of the earlier reputation.
We are not saying that it is an impossibility for a company to begin with a poor product to succeed. We are saying that it is going to take work in the area of marketing public relations.
There are several ways that businesses can overcome such temporary setbacks in reputation.
If your product is small, offer free samples. How many people remember the bitter diet sweetener saccharine? Those little white pills dissolved easily enough and did give the food a sweet taste, although it was a bit like drinking earwax. In 1983, a free gumball came in the mail that contained an artificial sweetener. Overnight, the reputation of artificial sweeteners changed. The brilliant public relations director of Nutra-sweet had changed the image of a product and people began to insist that everything use aspartame as the sweetener.
Offer a better warranty. Kia motors is a great example of this strategy. The first of these Korean vehicles sold in the United States were inexpensive little cars that did not last. Kia began improving their vehicles, but they had a reputation to overcome. In the mid-1990s they began a ten year 100, 000 mile warranty campaign. At the time this type warranty was not offered by any other vehicle manufacturer. The advertising campaign slogan was “Our wills are strong, our butts are too.” Today Kia has gained a respectable part of the market.
The third strategy is to offer a better price. The bottom line for many people is price. Some people will overlook a bad reputation for a better price. If your product has truly improved you will begin to gain a loyal fan base. Products that remain poor in quality but low in price will eventually lose out.
If your business can build good public relations and marketing firm, they can overcome the problems of the past and move on to become a great company in the present with a new marketing public relations agency.
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