What Do Tomatoes and Paid SEO Have in Common?
No, the title of this post isn’t an opener for a bad joke.
I read an enlightening article titled, “What marketers can learn from the recent tomato scare,” published in the latest AdAge Digital e-newsletter. The author made a common sense point that many marketers overlook. The article discusses the question, what should a company do in the face of an industry’s major mishap or scandal? Well, the experts cited in the article all noted that in times of crisis companies should turn some of their focus toward search and paid SEO.
As consumers are actively searching for any information regarding details on the salmonella tomato scare, companies have the opportunity to provide consumers with education and guidance. Doing this not only satisfies the consumers’ need for relevant information but also positively reinforces a company’s relationship with their customers. By promoting honest and open communication, a company can help to build trust with current and potential customers down the line.
Mentioned in the article, John Battelle, CEO of Federated Media, searched for the term “tomato scare” to see what type of results would be returned. No ads appeared. Only natural search results returned news articles covering the salmonella outbreak. Something interesting to note is that popular companies, like McDonalds and Whole Foods, were mentioned in the search results summary. At a quick glance, it looks as though these companies were very closely linked to this industry blunder and perhaps even served tainted tomatoes to its customers. Only upon clicking on the link and reading the stories does the content reveal that these companies merely stopped offering tomatoes to their customers as a precautionary measure and that they would resume when the source of the tainted tomatoes were identified – which many consumers would feel is an appropriate move for the situation.
What these companies should have done is placed ads to appear under the same keywords that call up the news stories – the keywords that people are searching. The ads can be used to counter the negative media regarding unsafe tomatoes. The ads will also help companies show their consumers that they are being proactive about the situation and are looking out for people’s best interests.
A couple of days after the AdAge Digital article was published, I searched the same keyword that had previously returned no paid SEO. This time, Hunt’s appeared in the paid ad results. The title of the ad proclaims, “Hunt’s tomatoes are safe.” The ad also begins to offer healthy ways to enjoy tomatoes; and, upon clicking the ad, a landing page appears that briefly addresses the safety of Hunt’s tomatoes.
Another panelist in the AdAge Digital article, Josh Stylman, managing partner of Reprise Media, suggests that marketers go a step further and issue press releases, participate in blogs and place contextual ads to address the issue. There is a real opportunity here for companies to earn respect from their customers and become trusted leaders in their industry.
In other similar cases, for instance the tainted pet food recall or toy scare that occurred earlier this year, paid search is also a great way for competitors to find new customers that are willing to switch brands during a crisis. Take the recent pet food scare where the FDA found contaminants in vegetable proteins used as ingredients in pet food. The proteins were imported into the US from China. Many concerned pet owners scrambled to find other food alternatives for their animals. Although the situation was very unfortunate, it would have been a perfect time for a local natural pet food manufacturer to call attention to its brand.
I think the point is to have game plans ready for any situation, good or bad. There is opportunity everywhere, even in times of crisis. Additionally, keeping an ear to what’s happening in the news and to what consumers are saying will help you find those unconventional marketing opportunities.
Take care,
Steve
