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The Good, The Bad, and The Ugly – Keeping Your Customers Focused on The Good

07/27/12 by Brandon

In the internet, news, and social media age we are living in, it is so easy for a company’s reputation to be tarnished — justified or not.  News spreads like wildfire, people voice all different kinds of opinions publicly, and rumors can begin and be “substantiated” within seconds.  In an atmosphere like this, how can a company even stand a chance these days?  It only takes one mistake, and they could be ruined!

If your company does happen to fall victim to negative publicity or if you have a controversial reputation, then consider how exhibiting may help you give your corporate image a boost.  Few things can replace the impact personal, face-to-face interaction can have on your clientele and market.

Overcome Unfavorable Publicity

Say that employee you just fired goes out and calls up the local news station and gets the rumor mill grinding in your town.  That one quote you said was pulled out of context, and now people think you’re somebody that you’re not.  The scenarios could be endless; but if you find yourself suddenly having a negative light shone on your company, then you should get out there in the public and prove the unfavorable publicity wrong.  If you exhibit, you have a chance to distribute materials, call attention to your company’s true ethics or policies through banners and graphics, talk individually with people to present your side of the story, and very importantly – to not hide.  Coming out in a public trade show or industry conference will show to your colleagues and your clients that you have nothing to be ashamed of and can prove it!

Understand Customers’ Attitudes

At the risk of sounding clichéd, education is one of the best weapons against negativity.  Understanding why the public is upset with you, why your clients are leaving, and what exactly you need to do to get back in the game is the key to gaining the public’s trust after a corporate disgrace or fall out.  What better way to do this than in a venue (such as a trade show) where your target market is already gathered, where your competitors are pitching their company, and where people are hopefully open to talk to you if they approach your booth?  You always should have a strong grasp on the needs and desires of your customers; but if there has been a specific episode of bad publicity, then it is critical to talk to the public and hear them out in order to know how to craft your response and subsequent actions.

Diffuse Customer Complaints

As you are listening to their stories and perspectives, that is your chance to calm them down and diffuse their complaints by offering either the truth or recompense for their loss, depending on whatever was the issue.  A soothing, rational voice coupled with a tangible “peace offering” may be just want an irate customer needs to soften and return their patronage to your business.

Enhance Company Image

Overall, anytime you exhibit, interact with your customers, and present your company in a public setting, you have a golden opportunity to enhance your image.  Whether you have just been a blip on the media’s radar or if you are facing possible irrevocable damage, it never hurts to get out there and show the world what your company is really all about, why your customers love you, and the value you bring to your industry.

If you would like to learn how Exhibit Edge can help recreate your company’s image or rebuild your reputation through exhibiting, please give us a call today.  You’ll be surprised the damage control we can help you do with a little design, strategy, and targeted marketing!