Yet, for all the sophistication of today’s techniques and technology, and the massive resources devoted to pushing product, it’s astonishing that so many otherwise savvy marketers are blind to this one simple truth that can make all the difference: your customers, consumers, users and constituents don’t expect, let alone demand, perfection, anymore than they expect perfection from their family members, their friends, employers or anyone else. What they want from you as a manufacturer or a service provider, is actually no different. When you screw up, admit it and strive to fix whatever went wrong and make amends. Immediately. Publicly. Don’t equivocate, stonewall, deny or pretend it didn’t happen. Don’t spin. Show some humility. Then demonstrate respect for the aggrieved party and be public and explicit about what you’re doing to avoid a repeat.
So what does this have to do with making your brand a celebrity? Almost everything. One good way to get people talking about you today, and saying positive things, is to simply let them. Then, encourage them to keep it up. In Internet terms, this may mean remodeling some portion of your Web site into what amounts to an open-mike, “town hall” discussion that goes far beyond customer complaints and product troubleshooting. It has to more to do with a new realm of dialogue and conversations between you, and customers. Not only that, but also between your customers and your prospects. Talking amongst themselves. Right there on your Web site. The best way to think about this is to consider how you think as a customer, or consumer, yourself. What are the things about a company that makes you think well of it? What is it about another that turns you off? What attracts you to one brand, or one manufacturer, and leads you avoid another even though the brand cachet may be the same? If you’re like most people, you’re attracted to honesty, candor, and straight talk. What would you think about a brand or a service (or public officials, for that matter) that not only addresses their shortcomings quickly but does it in public and invites their customers and constituents to chime in with suggestions? Web technology enables this today. Revenue-minded marketers are taking notice. “Celebrity”, in the best sense, for them won’t be far behind. For the others? They’ll just be left behind.
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