Turning a Negative into a Positive

In the last several months, several companies have launched new products using free samples as a way to lure new customers. While at its basis the tactic has the ability to bring in new customers and build a brand, if all doesn’t go well there is a chance for a negative impact on a company’s brand. But with the right response these companies, and anyone in a similar situation can turn the negative into a positive.

Last week KFC partnered with Oprah to offer customers a free sample of their newest product, grilled chicken. The response was overwhelming, with their Web site being inundated by downloads, and according to some report stores have been turning coupon holders away. For a brand trying to convince consumers that it's more than a fried-chicken joint, the possible negative impact of the snafu is troubling.

And in this day and age, when a crisis of this nature can lose you 100 customers for every one turned away, a positive spin on the situation can make a world of difference.

Quiznos had similar problems with its "Million Subs Giveaway" earlier this year. They used customer service to help reconcile with some disgruntled customers, And in the end, despite the issues, Quiznos had built a million-customer database with which to begin targeted marketing efforts.

For KFC the overall impact of being endorsed by Oprah Winfrey could outweigh the negative impact of upset customers. And KFC’s efforts to remedy the situation, by mailing refunds in stages so people can enjoy their meal in a more relaxed setting, could go a long way to keeping and maybe even converting some new customers.

In most situations, a swift response especially if it appeases the masses and positions your company in a good light will certainly help to turn the negative into a positive.