The success of a business is dependent on several factors. Businesses should offer the best products to be successful. They should effectively manage their costs of production to offer their product at a reasonable price and they must have the best in marketing public relations.
Even businesses with the first two of these principles covered fail miserably without great marketing public relations. History is filled with businesses that have failed, not because they offered a poor product or could not manage costs, but because of management public relations.
Marketing public relations has to do with a businesses reputation. Businesses that do not have a good reputation are destined for failure. A business that begins with an inferior product may be destined to failure even if it later improves the product. Reputation damage has already been done. It may be too late already to get that business back on track. It may always be associated with a bad product.
Businesses that begin with a well designed product build a good reputation. Even if they have a product that is a dud, the public is willing to forgive, because of the earlier reputation.
We are not saying that it is an impossibility for a company to begin with a poor product to succeed. We are saying that it is going to take work in the area of marketing public relations.
There are several ways that businesses can overcome such temporary setbacks in reputation.
Offer samples of the best product you can produce. Diet sweeteners developed a bad reputation in the 1970s. Cyclamates had been banned as causing cancer in 1969. Saccharine had a very bitter aftertaste. In 1984, everyone got a gumball in the mail which contained a new artificial sweetener. Almost overnight the reputation of artificial sweeteners changed due to the blue packets. With the image change, aspartame became the sweetener of choice for everything from soda to dipping strawberries.
Offer a better warranty. Kia motors is a great example of this strategy. The first of these Korean vehicles sold in the United States were inexpensive little cars that did not last. Kia began improving their vehicles, but they had a reputation to overcome. In the mid-1990s they began a ten year 100, 000 mile warranty campaign. At the time this type warranty was not offered by any other vehicle manufacturer. The advertising campaign slogan was “Our wills are strong, our butts are too.” Today Kia has gained a respectable part of the market.
A better price can also help to overcome a former bad product. People may overlook a former bad product if you currently offer a better product at a lower price. The nickels and dimes strategy says to begin with a low price for a better product. If your product is equal to or better than your competition, you will gather a following that is willing to over look your past mistakes.
If your business can build good marketing public relations, they can overcome the problems of the past and move on to become a great company in the present with a new public relations in marketing.
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