Marketing mistakes can cost companies a lot more than just loss of sales. Losing loyal customers, bad press, disgruntled customers, and negative social media reviews are just some of the pitfalls brands deal with when things go wrong. How brands address these mistakes is critical.
saying, “From time to time, Forever 21 surprises our customers with free test products from third parties in their e-commerce orders. The freebie items in question were included in all online orders, across all sizes and categories, for a limited time and have since been removed. This was an oversight on our part and we sincerely apologize for any offense this may have caused to our customers, as this was not our intention in any way.
These types of blunders can happen to any company, big or small. Even a giant like Coca-Cola has been known to falter. Back in the mid 1980s Coca-Cola decided to replace their tried and true formula and introduce New Coke, in response to Pepsi winning many taste tests between the two sodas. New Coke was not well received, and the company reintroduced Coke's original formula within three months, rebranded it as"Coca-Cola Classic", and regained significant sales.
Mistakes such as the one Forever 21 made are a symptom of thinking in a silo. It’s critical to assess new marketing initiatives with a diverse team of people to avoid oversights. And when they do occur, the best remedy is to graciously course correct immediately following the mistake. Addressing customer complaints by going over and above their expectations to show that the company is taking their concerns seriously is key.
And of course, after addressing the immediate issue, analyzing what went wrong is the only way to prevent something similar from happening in the future.
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