Comments on: What Would You Do? http://www.marcomblog.com/2006/08/24/what-would-you-do/ Marcom - Marketing Communications :: PR/Marcom Pros Mentoring Students Thu, 20 Nov 2008 12:49:34 +0000 http://wordpress.org/?v=2.3.2 By: Evyan M. http://www.marcomblog.com/2006/08/24/what-would-you-do/#comment-10020 Evyan M. Tue, 20 Mar 2007 22:41:41 +0000 http://www.marcomblog.com/2006/08/24/what-would-you-do/#comment-10020 Even though I read this post over seven months after it was posted, it was still very interesting to me. I loved the idea of the grocer starting a blog and connecting with a new market or old customers. It's unfortunate that it caused some negative press, but with all media related moves there is always an increased chance that someone will see something they don't like. The point is that someone like the advocacy group saw his blog. If someone like that group can find his blog and object to it, then someone who supports his small-town store also be able to find it. Thanks for the story and making me think about how to respond!! Even though I read this post over seven months after it was posted, it was still very interesting to me. I loved the idea of the grocer starting a blog and connecting with a new market or old customers. It’s unfortunate that it caused some negative press, but with all media related moves there is always an increased chance that someone will see something they don’t like. The point is that someone like the advocacy group saw his blog. If someone like that group can find his blog and object to it, then someone who supports his small-town store also be able to find it. Thanks for the story and making me think about how to respond!!

]]> By: Wade Cothran http://www.marcomblog.com/2006/08/24/what-would-you-do/#comment-7525 Wade Cothran Mon, 04 Dec 2006 16:07:09 +0000 http://www.marcomblog.com/2006/08/24/what-would-you-do/#comment-7525 Now that I have been in the blogging world for some time now, I would like to re-visit the topic and give some different feelings on the subject. Earlier in the year I mentioned that the grocery store owner should buy his time, so to speak, and just let the whole instance blow over. This is definately what he should not do. I now think he should take the time to address ANY negative comments about his grocery store and why it is that he has a butcher. I do think he needs to keep the support of the surrounding community and seeing as how the residents enjoy the blog and get valuable information from it, it is necessary for the groccery store owner to keep the blog up and running. The owner should also not put too much emphasis on replying to comments as he should a listening post. Addressing every comment that came his way would be too time consuming. We have to remember that this blog is a way for him to make the business better for his customers. Now that I have been in the blogging world for some time now, I would like to re-visit the topic and give some different feelings on the subject.

Earlier in the year I mentioned that the grocery store owner should buy his time, so to speak, and just let the whole instance blow over. This is definately what he should not do. I now think he should take the time to address ANY negative comments about his grocery store and why it is that he has a butcher.

I do think he needs to keep the support of the surrounding community and seeing as how the residents enjoy the blog and get valuable information from it, it is necessary for the groccery store owner to keep the blog up and running.

The owner should also not put too much emphasis on replying to comments as he should a listening post. Addressing every comment that came his way would be too time consuming. We have to remember that this blog is a way for him to make the business better for his customers.

]]> By: Hayley http://www.marcomblog.com/2006/08/24/what-would-you-do/#comment-5628 Hayley Tue, 03 Oct 2006 06:43:27 +0000 http://www.marcomblog.com/2006/08/24/what-would-you-do/#comment-5628 Praise to this small town grocer for diving into social media to better communicate with its' public and for wanting to provide its' customers and non-customers with fun information for their use, not just to advertise themselves. However, with all good things there is a bad side, but if handled properly the bad thing will not take away from the good. The best thing for this local grocer to do is immediately respond and acknowledge these negative comments from national animal right activists. It is up to the grocer on how exactly to target and respond to these criticisms; one way that may be helpful would be to for them to publish an article reporting that they acknowledge and respect national animal rights, but also maybe publish or list the benefits and positives of meat nutritionally. The grocer would also need to be sure that they don't over advertise meat, but to be sure to advertise ALL of their items: bread, pastas, vegetables- these are the items that the animal right activists would be eating! The grocer could also have a recipe page just for vegetarians with products from their store. These techniques combined with several others over time may be able to downsize the negative comments coming in from animal rights activists while also increasing "the buzz", positive attention and business of the grocery store. Thanks for the challenging question with interesting information! Praise to this small town grocer for diving into social media to better communicate with its’ public and for wanting to provide its’ customers and non-customers with fun information for their use, not just to advertise themselves. However, with all good things there is a bad side, but if handled properly the bad thing will not take away from the good. The best thing for this local grocer to do is immediately respond and acknowledge these negative comments from national animal right activists. It is up to the grocer on how exactly to target and respond to these criticisms; one way that may be helpful would be to for them to publish an article reporting that they acknowledge and respect national animal rights, but also maybe publish or list the benefits and positives of meat nutritionally. The grocer would also need to be sure that they don’t over advertise meat, but to be sure to advertise ALL of their items: bread, pastas, vegetables- these are the items that the animal right activists would be eating! The grocer could also have a recipe page just for vegetarians with products from their store. These techniques combined with several others over time may be able to downsize the negative comments coming in from animal rights activists while also increasing “the buzz”, positive attention and business of the grocery store. Thanks for the challenging question with interesting information!

]]> By: Kristina http://www.marcomblog.com/2006/08/24/what-would-you-do/#comment-5359 Kristina Thu, 21 Sep 2006 16:41:13 +0000 http://www.marcomblog.com/2006/08/24/what-would-you-do/#comment-5359 Although the grocer is now bombarded with negative postings, his blog established national awareness of his independently-owned store. That publicity alone outweighs the activists' comments regarding his butcher department. The grocer's existing customers will not be swayed by national animal rights extremists who did not support the shop in the first place or have any involvement in the small rural community. Just as the grocer's blog garnered positive press, he should realize the activists have a right to their opinion and must learn to ignore their malicious comments. Although the grocer is now bombarded with negative postings, his blog established national awareness of his independently-owned store. That publicity alone outweighs the activists’ comments regarding his butcher department. The grocer’s existing customers will not be swayed by national animal rights extremists who did not support the shop in the first place or have any involvement in the small rural community. Just as the grocer’s blog garnered positive press, he should realize the activists have a right to their opinion and must learn to ignore their malicious comments.

]]> By: Sarah http://www.marcomblog.com/2006/08/24/what-would-you-do/#comment-5358 Sarah Thu, 21 Sep 2006 15:01:03 +0000 http://www.marcomblog.com/2006/08/24/what-would-you-do/#comment-5358 The grocer definitely made a smart decision by joining the blog world. The only problem is that when you put yourself out there, you don't always get just good press. When you publish information about your business in a blog on the internet, you open the doors for all sorts of scrutiny. Although the grocer is being hounded by these animal advocacy groups, he can use this opportunity to learn about some problems that his customers may have. If the fact that he still has an old fashioned butcher shop is hindering his success as a business owner, maybe it is the time to use this information to make a change. If the butcher shop is not a problem, and it is up to code, then he can use this information to let the public know why the butcher shop is safe. He can use his blog to discuss in more detail why the butcher shop is ok, or even discuss the steps he is willing to take to make it better. The grocer definitely made a smart decision by joining the blog world. The only problem is that when you put yourself out there, you don’t always get just good press. When you publish information about your business in a blog on the internet, you open the doors for all sorts of scrutiny.
Although the grocer is being hounded by these animal advocacy groups, he can use this opportunity to learn about some problems that his customers may have. If the fact that he still has an old fashioned butcher shop is hindering his success as a business owner, maybe it is the time to use this information to make a change. If the butcher shop is not a problem, and it is up to code, then he can use this information to let the public know why the butcher shop is safe. He can use his blog to discuss in more detail why the butcher shop is ok, or even discuss the steps he is willing to take to make it better.

]]> By: Marcom Blog » Blog Archive » Fight Fire with Love http://www.marcomblog.com/2006/08/24/what-would-you-do/#comment-5089 Marcom Blog » Blog Archive » Fight Fire with Love Tue, 12 Sep 2006 00:30:57 +0000 http://www.marcomblog.com/2006/08/24/what-would-you-do/#comment-5089 [...] Ironically, I love this book - LoveMarks, The Future Beyond Brands. I mentioned it in a comment today about a recent Marcom blog item that became so lengthy that I decided it was worth more as a blog post. [...] […] Ironically, I love this book - LoveMarks, The Future Beyond Brands. I mentioned it in a comment today about a recent Marcom blog item that became so lengthy that I decided it was worth more as a blog post. […]

]]> By: BillFrench http://www.marcomblog.com/2006/08/24/what-would-you-do/#comment-5087 BillFrench Mon, 11 Sep 2006 23:29:56 +0000 http://www.marcomblog.com/2006/08/24/what-would-you-do/#comment-5087 "<i>How can this lone grocer take on a national advocacy group with thousands of networked members?</i>" By engaging thousands of netword people that like meat. ;-) "<i>What do you do?</i>" My advice to the grocer would be to... - Use the weblog as a listening post; not enough emphasis is placed on listening as a function of blogging. All too often, the PR function is concerened with the outbound message and little effort is given to the art of listening. Oddly enough, well crafted blog posts serve as a better listening post (pun intended) than a broadcast medium. Instead of telling your audience what you think - ask them questions - there's nothing wrong with blog posts that solicit more feedback than they offer in terms of content. - Shape your business and your outbound PR message based on feedback from your blog - even the negative comments. While most comments here seem to suggest the local grocer has no problems with this sort of negative campaign - I disagree. The brand equity of this business is being affected because the brand identity itself is being tested and reshaped in the minds of their customers - locally and regionally. It's important that blog and non-blog listening lead to new actionable steps that shape the brand identity in positive ways. - Address negative commentary about your brand. Transparent companies tend to absorb negative comments better and transform negative events into a positive outcomes. Blogging provides a great opportiunity to fight fire with love (e.g., <a href="http://www.lovemarks.com/" rel="nofollow">LoveMarks</a> - the Future Beyond Brands). “How can this lone grocer take on a national advocacy group with thousands of networked members?”

By engaging thousands of netword people that like meat. ;-)

“What do you do?”

My advice to the grocer would be to…

- Use the weblog as a listening post; not enough emphasis is placed on listening as a function of blogging. All too often, the PR function is concerened with the outbound message and little effort is given to the art of listening. Oddly enough, well crafted blog posts serve as a better listening post (pun intended) than a broadcast medium. Instead of telling your audience what you think - ask them questions - there’s nothing wrong with blog posts that solicit more feedback than they offer in terms of content.

- Shape your business and your outbound PR message based on feedback from your blog - even the negative comments. While most comments here seem to suggest the local grocer has no problems with this sort of negative campaign - I disagree. The brand equity of this business is being affected because the brand identity itself is being tested and reshaped in the minds of their customers - locally and regionally. It’s important that blog and non-blog listening lead to new actionable steps that shape the brand identity in positive ways.

- Address negative commentary about your brand. Transparent companies tend to absorb negative comments better and transform negative events into a positive outcomes. Blogging provides a great opportiunity to fight fire with love (e.g., LoveMarks - the Future Beyond Brands).

]]> By: Kristin http://www.marcomblog.com/2006/08/24/what-would-you-do/#comment-4976 Kristin Wed, 06 Sep 2006 15:44:57 +0000 http://www.marcomblog.com/2006/08/24/what-would-you-do/#comment-4976 I do agree with my classmates that the grocer should not stop blogging. His blog site has benefited the people in the community, allowing them to share ideas, recipes and stories about the grocery store's history. The grocer has found a way to utilize a new communication tool to better serve his customers. Then as the animal rights activists come along, it suddenly seems the grocer has to cater to their needs, when he is simply trying to serve his local community. I feel the grocer should try and stick to his ground and do the best he can to not let the animal activist group get in the way of his business. I do understand this may be easier said than done, especially since animal rights groups tend to be persistent. But maybe with the help of the local community, the grocer can fight back and preserve his historical grocery store. Overall, I think there are many companies in America that have to deal with outside activist groups who are against the way that particular company runs their business. There is always going to be someone who does not agree with what you are doing, and you just can't let those people stop you. This is a hard situation, but I would hope this could pull the local community together and they could all support the grocer. I do agree with my classmates that the grocer should not stop blogging. His blog site has benefited the people in the community, allowing them to share ideas, recipes and stories about the grocery store’s history. The grocer has found a way to utilize a new communication tool to better serve his customers.

Then as the animal rights activists come along, it suddenly seems the grocer has to cater to their needs, when he is simply trying to serve his local community.

I feel the grocer should try and stick to his ground and do the best he can to not let the animal activist group get in the way of his business. I do understand this may be easier said than done, especially since animal rights groups tend to be persistent. But maybe with the help of the local community, the grocer can fight back and preserve his historical grocery store.

Overall, I think there are many companies in America that have to deal with outside activist groups who are against the way that particular company runs their business. There is always going to be someone who does not agree with what you are doing, and you just can’t let those people stop you.

This is a hard situation, but I would hope this could pull the local community together and they could all support the grocer.

]]> By: Rachel S http://www.marcomblog.com/2006/08/24/what-would-you-do/#comment-4964 Rachel S Mon, 04 Sep 2006 21:06:55 +0000 http://www.marcomblog.com/2006/08/24/what-would-you-do/#comment-4964 This was a tough one, and I wanted to give a lot of thought as to what I would do if I were in the grocer's situation. Unfortunately, I don't think anyone knows what they would do until they were to walk a mile in the grocer's shoes. I agree with my classmates, I would not stop blogging, it's a great way to communicate with the community and let people know that your business is out there. It may also be effective in promoting the store's incentives, such as coupons and the like. If I were attacked by an animal rights group I don't think I would try to backlash, in other words, I wouldn't go on the attack, instead I would explain to the community that I understood their worries, but that I was just trying to run a business. However, I respect their concerns and choices not to buy meat products at my store. I would also try to remind the public what the store brought to the community, such as jobs, revenue and their food supply. This was a tough one, and I wanted to give a lot of thought as to what I would do if I were in the grocer’s situation. Unfortunately, I don’t think anyone knows what they would do until they were to walk a mile in the grocer’s shoes. I agree with my classmates, I would not stop blogging, it’s a great way to communicate with the community and let people know that your business is out there. It may also be effective in promoting the store’s incentives, such as coupons and the like. If I were attacked by an animal rights group I don’t think I would try to backlash, in other words, I wouldn’t go on the attack, instead I would explain to the community that I understood their worries, but that I was just trying to run a business. However, I respect their concerns and choices not to buy meat products at my store. I would also try to remind the public what the store brought to the community, such as jobs, revenue and their food supply.

]]> By: Danielle http://www.marcomblog.com/2006/08/24/what-would-you-do/#comment-4960 Danielle Mon, 04 Sep 2006 17:52:02 +0000 http://www.marcomblog.com/2006/08/24/what-would-you-do/#comment-4960 It seems that my opinion is a combination of my classmate's comments. I would have to say that the grocer should not stop blogging. It is a great idea and something that is unique to that town. But when it comes to the animal rights group, you would have to have the support of your surrounding community. Animal rights protestors are vicious, passionate and don't give up easily. You can't stand up to them alone. The idea of a campaign supporting the "old style" butcher shop is a great idea, but one that would have to be thought about carefully, because what is used in the campaign to promote the grocery store could be twisted and used by the protestors against the store. Realistically you have to think about the kind of people animal rights protestors "stereotypically" are, and there's a good chance they won't give up easily. But a campaign promoting the store could be just the thing to get the protestors to back off a little bit. It seems that my opinion is a combination of my classmate’s comments. I would have to say that the grocer should not stop blogging. It is a great idea and something that is unique to that town. But when it comes to the animal rights group, you would have to have the support of your surrounding community. Animal rights protestors are vicious, passionate and don’t give up easily. You can’t stand up to them alone. The idea of a campaign supporting the “old style” butcher shop is a great idea, but one that would have to be thought about carefully, because what is used in the campaign to promote the grocery store could be twisted and used by the protestors against the store. Realistically you have to think about the kind of people animal rights protestors “stereotypically” are, and there’s a good chance they won’t give up easily. But a campaign promoting the store could be just the thing to get the protestors to back off a little bit.

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