Recently I wrote about Crowdsourcing and how the internet is changing how marketers market, today I am going to cover once again how the Internet is changing the communications programs of marketers. I was reading a viewpoint in a local Marketing Magazine where the writer pointed out that "In an age of 24/7 media, blogs and chat rooms, the old public relations adage applies more than ever before: if you don't tell your story, someone else will tell it for you."
The case study which we marketers always identify as the textbook example of how companies act was the Johnson and Johnson handling of the tainted Tylenol crisis. Although it was 25 years ago, it was an amazing story of putting the customer first. At the time of the crisis, Tylenol had a 30% share of market. With the loss of eight lives and a total recall of some 30 million bottles of the analgesic, within a very short period of time market share was down to 8%. Interesting to note that within one year Tylenol's market share had rebounded to gain a leading market position.
According to Interbrands annual global brand value survey, Johnson & Johnson is one of the world's most valuable brands, ranking in the top 100. Johnson & Johnson demonstrated a very simple principle - always put the public's interest first, which seems like the obvious course of action today, but was revolutionary for the time. Instinctively, all businesses understand the mantra "the customer comes first." In practice, however, when a crisis strikes, businesses often behave differently. Some choose to hide and avoid or wait out a storm. But in the age of 24/7 media, blogs and chat rooms the old Public Relations adage applies more than ever before: "If you don't tell your story first, someone else will tell it for you."
Once again, I am reminded of the power of the Internet and it would been interesting to role play how Johnson & Johnson would have used the Internet as a communications tool.
To great marketing ideas and in friendship,
Tricia
The Marketing Chefs
We'll never share your info, guaranteed!
Back to Top
