A Lesson In Precision Marketing Execution And Organization

There is a lesson in precision marketing execution and organization in this most recent toy recall.

First Question : Why is this latest recall “news worthy”?

Why is this particular toy recall on the radio and TV and there are thousands of products recalled every year?

Here is the product recall list. I didn’t hear about these other situations.

Was it the size of the recall? I hear estimates of lossed at the $30 million mark.
Is it because there is an overseas contractor involved?
Is it beacause it affects our children?
Is it becuase it is a well known company?

Is is all of those listed above that make this story news worthy.

Consumer safety is a hot topic today with the recent events of the lead painted toy recall. At first, what intrigued me most about the situation was the “news worthiness” of the situation.

But then, I saw the marketing organization and infrastructure that has to be in place to issue and successfully execute such a large scale recall. Mistakes cost money and time. I am intrigued by the “communcation machine” that must be in place before the recall is even issued. The company issuing the recall must have:

Coordination Of A Press Release And News Blitz (Once the media has it, it is over)
A Website Up And Working To Inform The Public
Brief To The Point Information About The Product
Images So That People Can Identify The Product
Exact Information For Next Steps
Consumer Survey To Monitor The Experience
Clear Contact Information and Telephone Bank To Answer Questions (Many calls and questions are coming)

After the recall is issued:

Damage Control And Public Relations To Minimize Loses & Regain Trust
Isolate The Problem At The Source
Reporting On The Situation And The Solution

As I evaluate the exact steps that are being taken to correct this situation, I am looking to see just how much work and diligence is being practiced.

What can we learn from this outside of the primary notion of quality control?

Could this be a lesson in the proper setup of an effective campaign?

Marketing is effective communication to the right people at the right time.

Identify your target audience.
Determine your media channels to communicate to them.
Craft a clear and concise message that tells them how the situation can affect them and their family.

Check your communications infrastructure.

Is your website up and working?
Is your information about your product brief and to the point?
Do you use images to help people to understand?
Do you give clear and understandable next steps?
Is your site easy to navigate?
Are you asking for feedback?
Is your contact information clearly stated?

As I call my younger brother to make sure that the toys that we sent last month are not on the recall list, I couldn’t help to take note of the precision execution that must be in place to quickly and effectively communicate with millions of people to not only take notice but to act.

– David Bullock