Let’s say you are the CEO of a convenience store and one of your products needs to be recalled quickly due to safety issues. What should be your first step? Traditional advertising such as TV or newspaper ads may be an option as your second or third step but it certainly should not be your first solution because it takes time to execute! What if this delay in time causes your consumers even more harm?
In my opinion, going digital is the way to go in situations like these. In this day and age, it is essential for businesses to have digital platforms such as websites, social media accounts, mobile apps or blogs, etc. They are not super costly to develop and operate and most importantly, they can help get any message out quickly, efficiently and inexpensively.
KFC is an example that I came across recently. Heard of their $10 Popcorn Chicken Bucket promotion this past few weeks? Apparently they were so popular that KFC actually ran out of those cute paper buckets! So as a contingency, they are substituting the round bucket with two small paper boxes.
They then need to notify their potential customers to avoid confusion and disappointment. How did they do so you ask? Instead of publishing a newspaper ad (who does that anymore anyway), KFC made a short video/GIF of them pouring popcorn chicken into the round bucket from two small boxes to showcase that the quantity of popcorn chicken is the same regardless. Check it out!
Source: KFC’s Facebook
I think the way they handled the situation was brilliant! It was visual and easy to understand. On top of the video, KFC also actively replies Facebook comments, whether it be apologizing for bad service or personally encouraging people to try their products. Overall, their Facebook account is very engaging and well-managed, and I think that’s why they have over 45,806,560 likes! Take a look at some examples!
All in all, I think it is absolutely necessary for businesses (regardless of size) to properly manage their online platforms. The use of internet and social media has grown so rapidly that businesses need to delegate at least one person, if not a team to specifically operate its digital platforms. Well-managed and engaging platforms can make businesses appear more professional, on-trend and also connected with its consumers.
Do you agree with me? Do you think KFC did a good job with their popcorn chicken “save”? What other digital alternatives could they have done? Share your thoughts!