Last week we shared with you four lessons you can take from the celebration of the Paris Olympic Games (see more here). However, there are also several ideas that are worth highlighting so that you do not suffer them in your own shoes. The sporting event was marked by several news stories that went down in history, and not for the better. Some snapshots were liked by people, but many others sparked controversy.
Some bad times happened due to circumstances that could not be foreseen. In other situations, the reaction of the public and experts was negative despite all the precautions taken. Market Research seeks to reduce the uncertainty of brands’ decisions to a minimum. Although it is not possible to delve into all the market variables, it is possible to evaluate the components with the greatest weight. That is why we list the main noes of the Parisian party.
Communication. We live in a widely interconnected world. That is why when there are reasonable doubts about a topic, Internet users will not let a single detail pass. Situations such as the quality of the water in the Seine River or the controversy over the Algerian female boxer somewhat tarnished the good run that the games had. Brands must be the first to dominate the conversation and issue the correct statements. With market studies, valid channels and interlocutors can be identified for the audiences.
Competitiveness. Among the notes that stood out in the media that covered the events are those of those blunders that remained marked in the imagination of the audience. People sometimes will not ask themselves about the background of a bad result or if the competitor faced an unforeseen event that reduced their performance. If there are obvious errors, the public reprimand will be long-lasting. Companies must understand that competing in the market is a permanent race and that is why they are obliged to make investments in that direction; and that includes marketing.
Security. The competition was not free of criminal acts and violence. However, taking into account the critical global situation and the size of the event, this area can be considered a complete success. In an increasingly turbulent world, brands must consider the circumstances that put consumers, suppliers and strategic allies at risk. An investigation of the elements that can potentially cause the most damage to interested parties allows preventive measures to be taken that will result in considerable savings.
Crisis management. Some controversies had an impact that forced some managers to take action on the matter. The sooner the beginnings of loss of credibility and trust are identified, the better brands can emerge from a crisis that can destroy an impeccable reputation. If damage control plans are not designed through marketing, communication and legal projects, the consequences could be irreversible.
There are other examples of situations that you should avoid in order to have a successful brand, but with the list above you can get a broad idea of the matter. There is also a saying that you learn more from mistakes than from success. You don’t have to stumble in your own flesh to take advantage of a lesson. Let the negative aspects of the Olympics and the Games in the French capital serve to give you an advantage on your way to becoming a dominant player in your segment.
Acertiva offers you more than two decades of experience in understanding consumers and the market. Our team of analysts and strategic allies will help you reduce the doubts in your decision-making in LATAM. When you have Market Research requirements in our region, you can count on us. Write to us today to tell us about your projects. We will respond with the way in which together we will make your next success story possible.
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