“To admit that you were wrong is to admit that you are wiser now than you were before.”

Unknown

Have you been following the Cinnamon Toast Shimp sh** storm this week in the media?

This revolting discovery and General Mills response is an excellent example of how NOT to handle a customer complaint, especially on social media. And, most alarmingly how the reputation and brand credibility of a 165 year old company with operating revenue of 17.68 billion, can go up in a single tweet.

Unfortunately, I'm not exaggerating.

Here’s What Happened

A guy named Jensen Karp, was about to pour his daily bowl of Cinnamon Toast Crunch into his bowl. He made this alarming discovery, and of course, tweeted it immediately.

Cinnamon Toast Crunch then replied with their tweet, which has to rank as one of the worst responses I have ever seen. Their response will likely be studied for many years to come. They claimed the objects in question weren't shrimp tails but an "accumulation of cinnamon sugar." Right.

The next day, the brand started playing the blame game, tweeting that the incident didn’t happen at its facility. But by then, General Mills’s credibility had been shot.

A Billion Dollar Company In Peril

I have no idea who was behind those tweets or who authorized General Mills' response. But their arrogant reply and refusal to accept any responsibility will cost the company greatly. Building brand trust takes a long time, and it can be destroyed instantly.

At the end of the day, that's what a brand is – trust.

Yes, the discovery of shrimp in sugary, squared cereal is unfortunate.

Honestly, who knows what really goes on behind closed doors at any food manufacturer. I once found thick black bristles poking out in a dog biscuit. I was seven at the time. Outraged, I wrote a letter to the manufacturer including the offensive biscuits for their own “ scientific testing." The CEO was kind enough to send me a letter back, with an apology and a statement to the effect of "we have no idea how this happened ... this is not the standard we adhere to ... thank you for bringing it to our attention ... we will launch an internal investigation ... and here's a free large bag of dog treats for the inconvenience.”

That was a pretty good response. By the CEO replying, it showed my seven-year-old self that they took my complaint seriously. And I was happy my dog got a free bag of treats.

General Mills, by contrast, did none of this.

Here’s What Should Have Happened ...

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How To Tell If Your Marketing Is Really Working?

Also in this week's issue of Marketing Gold - an article to help you judge which of your marketing activities are actually working (and a much savvier way to find out instead of just asking your customers where they heard about you). You can read the full blog article here or scroll down.

The Client Stampede - Book Launch Delayed Until October 12 (Free Audio)

Unfortunately my publisher has decided to delay the launch of my new book, the Client Stampede until the Fall. The good news is that you'll still be able to get an advance copy well ahead of this date if you've signed up here (which you're welcome to do).

Just how is The Client Stampede different from any other marketing book you might well ask? As always, other people say it better than anything we could.
​

"This is a great book. Extremely well written. I learned a lot ... a thoroughly great read. " Rob S. (Rolls Royce)

"The Client Stampede is a masterpiece, and I'm not just saying that. It's inspirational, easy to follow and is equally applicable to big businesses and small businesses alike." - Josephine R. (Manhattan Law Firm)

If you're not already signed up to get advance access to The Client Stampede (which will include a free copy of the audio book), you can do that by clicking here.

I hope you have a fantastic week, and happy Spring and happy Easter!

Julie Guest

CEO & Chief Marketing Strategist

Bolder&Louder - Extraordinary Advertising. Ingenious Strategy

​www.BolderLouder.com​

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MONDAY MARKETING HUMOR

The reality of relying on digital technology to market your business ...

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Is It Working? How to Track Your Marketing Results In Five Easy Steps

"Half the money I spend on advertising is wasted; the trouble is, I don't know which half."

—John Wanamaker

Measuring the return on investment of your marketing dollars is an age-old problem. Most businesses know, vaguely, which marketing activities likely bring in the most revenue. But when asked how they actually know which ones are bringing in the most revenue, they usually shrug.

Fortunately, it doesn't have to be that way. In fact, the increasing ubiquity of digital platforms have allowed us to measure almost every part in the customer journey, even efforts that happen in non-digital environments. You just have to know how.

The formula to achieve that goal consists of five simple steps...

READ MORE

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BEING RELEASED THIS FALL
​Julie Guest's New Book "The Client Stampede"
​

(Release Date: October 12, 2021)

Imagine being able to cut away the complexity and confusion of marketing in one foul swoop.

No more marketing smoke and mirrors.

No more feast or famine with cashflow.

No more wasting money on advertising that doesn't work.

No more being pressured into advertising your business doesn’t need.

No more cold calling, cold emailing or cold prospecting of any kind.

Imagine instead, a steady flow of highly qualified, eager leads that seek you out, happily paying higher prices than you ever thought possible.

This isn’t pie in the sky. It’s real. Seven simple steps to achieving a level of marketing success you never thought possible.

By following these seven simple steps, you can transform your business (irrespective of industry or size), to attract all the business you need.

Used by hundreds of top performing businesses across the world, and thousands of solopreneurs and small businesses, this formula will work for you and your business.

Now, for the first time, Julie is lifting the lid and revealing the secrets to creating your own client stampede. At last you can get access to the marketing blueprint your business has been missing.

Get Advance Access to The Client Stampede Book

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