How Web 2.0 Could Save Menu Foods from the Recall Fallout!

By Carlon Haas | April 4, 2007

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On a forum the other day, someone asked an interesting question.

“If Menu Foods wanted to hire you to help them build a better corporate image, where would you begin? Or would you decline the project.”

Well, I posted an answer that I thought all of you would find interesting.

But before posting the answer, let me answer the second part first…

…yes, of course I’d take the project. I am a former pet owner, but unless I thought the company was purposely trying to kill my pet (doubt that) or did something unethical, I’d certainly do it.

So, what would I do to rebuild their image? Well, I’d use the power of Web 2.0 and social networking and media to do it.

In short, I would pull a JetBlue.

Get the CEO to create a YouTube/Google video apologizing to pet owners.

Make it heartfelt and honest.

In fact, get the heads of all the brands affected by the recall in the video.

Then let it hit the viral internet stream.

Also, I’d have them build an online forum for pet owners to talk to the
company about what happened to them and how the pet food recall has affected them.

And then hire a team of people to dialogue with pet owners (with the CEO himself joining in the discussion). The power of what they call Web 2.0 is not in the technology but in the power to connect directly with people. I’m sure that Menu Foods is worried about lawsuits, but frankly they’re going to get sued anyway (just Google menu foods and lawsuit and you’ll see it happening all the time).

Creating a forum where pet owners could vent out to them would show pet owners that Menu Foods cares about their pets. And, come on, they do care about their pets because pets are their business.

I say: just let your customers know that you care.

And I do think running full page ads like the Iams & Eukanuba brand is just an OK idea. But it’s just a start

You’ve got the power to actually talk to your customers and you’re just running apology ads? Put a link to my suggested forum in those ads and let your customers talk directly to you.

To close, some people suggested they should offer pet owners something. But I wouldn’t even throw in an offer for anything because it would be insulting.

So, Menu Foods (and associated brands hit by the recall), if you’re listening, don’t hide from your customers. Interact with them–directly.

Success,

Carlon Haas
www.CarlonHaas.com

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