Don't Waste Your Time Apologizing

Companies shouldn’t dwell on the past…and neither should their ads. Instead, you should concentrate on always pushing forward, always striving to achieve bigger and better things, never being satisfied with the status quo. What good is issuing apology ads going to do, especially when most banks, insurance companies and automakers don’t feel any individual responsibility for the predicament in which the American public now finds themselves?

People in today’s economy don’t want to hear, “I’m sorry;” they want to hear, “We understand what you’re going through, and here’s what we’re doing to help.” Hyundai was one of the first companies to capitalize on this opportunity with its Hyundai Assurance program, which allows car buyers to return their vehicle within the first two years if they get laid off. And all indications so far are that it’s working! While every other automaker reported double-digit declines in sales, Hyundai increased sales by 14.3% in February as compared to February of 2008. Hyundai also attributed a 10-15% increase in interest during this same time period to the program. And so far, only two buyers have taken advantage of the program’s promise and returned their cars.

So instead of wasting your time and money issuing an apology ad, think about what you can do to actually fix the problem. Then put together a well thought out, comprehensive marketing campaign, backed up by an ad campaign. If you (and your agency) do your job right, the campaign will boost your bottom line and translate into increased sales, which will eventually create stronger, more reliable companies that Americans can once again come to rely on. Keep that up, and you won’t even have to consider issuing an apology ad in the future.

LINKS
Ad Age: Before Marketers Ask for Trust, Perhaps They Should Apologize