McDonald's 2014 most failed cases

Abstract: Every Chinese will have a blood-stained McDonald's memories. McDonald's mention these three words, you will have what kind of association? We might have thought of big m letters and very positive energy slogans imlovinit. And today, after 5.28 Zhaoyuan McDonald's life

Every Chinese will have a blood-stained McDonald's memory.

McDonald's-what would you associate with these three words? Previously we might have thought of the big "M" letters and the very positive energy slogan "I ' Mlovin ' it". And today, after 5.28 Zhaoyuan McDonald's murders today? What do you think about McDonald's in your mind at the moment? or when you see McDonald's and sit in McDonald's, what kind of association do you have?

Maybe we don't need everyone's answers. But what I want to say is that no matter what McDonald's says and how to do it, for McDonald's: Everyone in China will have a blood-stained McDonald's memory! Blood, desperate screams, violent beatings and curses and intimidation, even blood-stained burgers and fries. "It's a nightmare, a nightmare for all Chinese people and a nightmare for McDonald's in China," he said.

Here, I do not want to be a cyber mob, do not want to be a moral high judge, of course, there is no such qualification. We talk about nothing, just a common Chinese, an ordinary netizen, a former McDonald's customer, a former PR person a little bit of feeling. A total of 3 words to you: McDonald's!

The most failed PR case of 2014

After any business incident, many public comments on the company's PR response online. In fact, the public is not "being PR", but waiting for the company's attitude, attitude and solutions. 5.28 days of the incident, 5.30 days before the social network detonated, then the official channel to give a dispatch.

In this day more than two days more time, McDonald's incredibly did not do any effective solution. We have been out of the case after most of the day McDonald's only 5.30 nights seven o'clock before a hastily issued a line of Weibo. Weibo content: "For the Shandong Zhaoyuan incident, we deeply grieved." The case is being handled by the relevant departments and we are fully cooperating with the investigation. ", really cherish words like gold ah."

This suggests that McDonald's is unresponsive and lucky. As a public relations market has been the first party and party B, I am too familiar with this kind of luck mentality-"This is a serious criminal case, we cooperate with good official treatment is good, a lot of things we can not control." Moreover, the matter has not been exposed for a day, it is estimated to be able to ' cover '. Anyway, now every day there are all kinds of murders appear, we this will not be a big deal. ”

But who knows this is a big thing? Six of people accosted women to death, cult elements-this thing has already had a nationwide sensation of the effect, one is strong and weak contrast, the second is the current national counter-terrorism panic. The local McDonald's is sure to report its China headquarters, but McDonald's does not seem to be responding to a variety of possible scenarios.

We look at McDonald's 5.31-day microblogging: "On the Zhaoyuan incident, McDonald's deeply saddened, we are the victims of the incident to express our deep condolences, and the people who were injured by the step forward to prevent the deeply concerned." At the time of the incident, the restaurant had immediately called the police. At present, the store surveillance video has been handed over to local police for investigation. ”

A look at the content to know, this is the obvious "public relations traces", is the McDonald's passively follow the mood of the netizens to go public relations choice--because someone is scolding McDonald's why not to rescue, but also someone in the blame McDonald's should be released surveillance video, homicide occurred in your place of business. McDonald's Weibo only confessed two things: 1, we then reported to the police, the staff stopped, but also injured, we are very wronged; 2, we put the surveillance video to the police, no our business.

5.31 late in the evening, McDonald's official Weibo on the point of a wax! This makes people really do not see it for themselves or for the victims point. Anyway, the Dragon Boat Festival has been a holiday, we McDonald's micro-bo small make up the hard point of wax it.

In terms of reaction speed, attitude and solutions, I have an arbitrary judgment: McDonald's has 2014 years of the most failed PR case award. Reaction turtle speed, general attitude, there is no real solution, the most failed case is not one.

Second, "Feeling" is the brand's largest asset

We do not comment on the question of how McDonald's employees should be saved and what responsibilities they should assume. But from a brand management point of view, McDonald's made irreparable mistakes: McDonald's let customers leave indelible pain, horror, anger, unlucky memory. The victim was a young mother, and the injured one included the young mother's child-the child did not know that her mother had been victimized, only that she would never come back. More accurately: McDonald's has left the worst nightmare memory for its most extensive customer base, moms and kids.

We often talk about the issue of a brand equity, many theories are explained as brand assets including brand name, logo, patent, popularity, customer loyalty, brand association and so on. But in my opinion, one word can explain: feeling! What does it feel like? In the past, we saw a brand in the CCTV advertising, we will say this thing should be good, because it has the power to play in the CCTV ads-feel it good; sometimes we see a company get an investment and get some big guy's platform- -Feel it worth believing; sometimes it's good to see a company make a comment-we feel it has love. We fished from the bottom of the sea, and the waiter waited too well--feeling embarrassed and feeling dark.

I think, in all the projects of brand equity, many are cold, only "feel" is completely from the customer (user) Point of view, it is happening in the user's real interaction and word-of-mouth effect.

From this point of view, McDonald's mistake is not a fatal mistake? Obviously, McDonald's has no such consciousness. And because of the importance of "feeling", as an entrepreneur like me, any product or business, we will first of all from the customer (user) perspective-whether they think we are reliable, whether I am generous, whether it will be a little surprise, whether it will feel not convenient. I did not do a good job somewhere, but whether they knew we were making a positive difference--the feeling that determines whether the product will continue to expand in the market. Clearly, McDonald's underestimated the feeling.

What can you do at McDonald's?

In addition to the nonsense mentioned above, McDonald's should:

1, in the event of the 5.28 night, should be the first time reported, by the McDonald's China headquarters to make the N solution: If the incident impact only in the local how to deal with, if the national stir up a great deal? If things go wrong, within the bounds of the law, How can we explain the whole process to the public so as not to cause unnecessary misunderstanding? How do you work with the police? How can we appease the families of the victims? How to strengthen the ability of McDonald's to deal with such incidents, how to improve the protection of customer life and property security?

2, take out your most sincere attitude! When a homicide occurs, all values are inferior to the value of life. At this point, McDonald's can not have any deal, not sincere, hard enough feeling. The words mentioned in the previous reply, a candle in front of life, and what is it?

3, come up with the most practical solution: is it to show that McDonald's willing to undertake the relevant departments to deal with all due diligence? Is it possible to provide the families of the victims with the care they deserve? It is not possible to launch a nationwide McDonald's store for customer property and personal safety protection measures. It may be said that McDonald's China may not be able to make such a quick decision in such a big market and need to report to US headquarters for approval. This time, if still say such words, then I have nothing to talk about.

But when we think about it, if McDonald's starts the next day, throughout the country, all stores dedicated to the deployment of two male staff as a restaurant security personnel (the dress can be unchanged, do not need special security, just by hand to stare), when our customers in the restaurant when they found someone to care for the scene order, I think, This will certainly ease the potential anxiety and bad memories of the customer, and McDonald's just wants to pay more for the existing staff.

But so far, what I have done for McDonald's, I want to say: McDonald ' s,i ' not lovin ' it!