Comments on: Listening to Consumers Can Yield More Than Asking

By: Promotional Products

Promotional Products — Tue, 25 Aug 2009 04:57:15 +0000

Tropicana did a smart thing I think, they admitted that they made the mistake of changing the logo and switched back to the old one. I’ve seen many companies stick to their new logo no matter what consumers may say. I would agree that messageboards have enabled marketers to get instant and anonymous feedback that can be very effective at times.

By: Tim Cohn

Tim Cohn — Fri, 21 Aug 2009 20:54:41 +0000

If they would have listened to begin with, they wouldn’t have misspoken.

By: Listening to Consumers Can Yield More Than Asking | Nielsen Wire « Chris Edge Creative

Fri, 21 Aug 2009 17:10:28 +0000

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By: Nadia Tatarciuc

Nadia Tatarciuc — Fri, 21 Aug 2009 16:52:42 +0000

The article raises an interesting point. I believe since your brand is being already discussed online generating sentiment of either positive or negative nature, it’s time to establish “listening” platforms on selectyed websites that are relevant to the brand context. Further actions would imply “planning” and “engaging”. All of these are increasingly important for company reputation and the brand equity. More on negative content management – case studies and research are presented here: http://www.digitallunch.blogspot.com

Would appreciate new comments, observations and examples of negative content management from the corporate side.

By: Dan

Dan — Fri, 21 Aug 2009 16:52:28 +0000

Listening to your customers is fine if they’re talking about the part of your business or product that you are currently interested in…

In the case of Tropicana I’d imagine that no amount of ‘listening’ would have pre-empted the strong negative response to their change in packaging design … would a representative sample of their customers have been talking about their packaging design umprompted?

Surely the answer is some form of direct engagement and then to ‘listen’ to all of the responses.