Knowing what shapes the perception of a brand is critical for every marketer. Real-time information discovery company Dataminr tackled this subject in a webinar hosted together with The Drum.
Titled ‘5 ways to stay ahead of a brand safety crisis,’ the digital event was led by The Drum’s client services manager Jordyn Davis, Dataminr VP marketing EMEA, Robert Mata and PR consultancy, Chameleon director, Theresa Meredith-Hardy.
Backed by Dataminr insight and data, the event assessed how important real-time information and modern marketing can be in avoiding brand reputation crises. With examples from brands as far reaching as Uber, Nike and KFC, the webinar laid out a series of tried and tested strategies to prevent marketers from making easy-to-avoid mistakes as well as teaching them how to weather and move on from a crisis, should it occur.
Crises can befall a brand for all sorts of reasons; perhaps a business leader has been indicted, a product has failed, there has been a data breach or a spokesperson has been caught in a precarious position. Whatever the scenario, the webinar hosts suggested that access to real-time information can be an effective tool in understanding the full scope of a crisis.
Learning how to utilize these tools is key, which is why the session provides a replicable plan for crisis management. Something all marketers should think about ideally before it happens. The webinar also provided tips on crisis planning, advice on creating a reaction plan and ideas around how technology can help to moderate the damage control incurred during a crisis.
The session set out an easy and stress-free step-by-step guide to make crisis management possible to ensure that brands suffer the least possible consequences should anything occur, while also assuring marketers that they have a back-up plan in place.