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Over on the WOMMA Facebook Group, Shannon Stairhime has started a conversation about the Mattel situation. In the post, Shannon asks for evaluations of Mattel’s performance in building consumer trust by starting a conversation with consumers using WOM (word of mouth) tactics and principles of full disclosure.
Here’s my take:
I definitely applaud Mattel CEO Bob Eckert for making what appears to be a sincere apology. I watched the video and thought that it was refreshing to hear. I have to respectfully disagree, though, that Mattel’s actions are a triumphant use of WOM in a crisis. They’re not.
From a purely tactical perspective, the Mattel site doesn’t make it easy to share the video or forward any sort of key messaging to friends. Instead of an easy-to-share and forwardable PDF with a simple list of recalled toys, they have a slew of confusing links that make it difficult to understand exactly which products are being recalled and why.
Other tactics missing in action:
* Where is the forum allowing consumers to talk with one another?
* Where is the message board fully staffed with customer service personnel ready to answer questions?
* Where is the daily blog with updates on the corrective actions they are taking?
* Where are the Mattel representatives or PR folks in commenting on Consumerist, Babycenter.com, Facebook forums, etc. (i.e. *participating* in the conversation?)
Looking at this from a higher-level and more strategic perspective, though, my biggest problem is that this is NOT a conversation. As noble as this straightforward apology is, it’s still a one-sided “we tell you the message” monologue, not a conversation or dialogue with customers. If this was a true conversation, Mr. Eckert would have announced the formation of a special panel of parents and other consumers to monitor and watchdog the situation. They would have thrown open the doors of the executive suite and asked, “We’re taking action, but we need your help and want your input.” Not only would Mattel soon have a panel of advocates and evangelists ready to champion the company’s cause, but then you would have a more open, two-way conversation build on dialogue and trust.
None of that has happened, to the best of my knowledge.
Lastly, if this was a true conversation, Mr. Eckert would have started and ended his video by saying, “And if you have any further questions, please call my office at 1-800-XXX-XXXX, where we have specialists ready to answer your questions and concerns about the recalls. I’ll even pick up the phone and help out once in a while. I can’t answer every question, but I’ll do my best.”
Great apology. WOM success? Not even close.
What do you think?
Learn more:
Mattel Voluntary Safety Recall microsite
WOMMA Facebook Group
BL Ochman’s terrific Marketing Profs post