Crisis Management & Leveraging Relationship In Averting a Potential Production Disaster
Campaign objectives
- Promote OZ Design Furniture’s June sale in preparation for EOFY
- Raise awareness & inspiration to drive footfall and online traffic
- Ultimately to increase sales
Campaign Execution
- An 8-page Catalogue was produced highlighting key products and sale information, with sales ending 7 days after implementation
- Targeting eastern seaboard markets, the catalogues were booked to appear within three metropolitan Sunday newspapers
The Glitches
- Problem 1 – Initial delivery deadlines were not met
- Problem 2 – when they arrived in NSW, poor packaging (no cardboard protection on corners and incorrect stacking) resulted in some damaged catalogues
- Problem 3 – catalogues were spine stapled, not glued as per required guidelines
Potential Crisis
- Inserts were to be rejected (too late for printers to send more)
- If accepted, extra staff were required to manually sort and insert the catalogues, resulting in additional labour cost
- High spoilage due to incorrect stacking
Crisis Management
Impetus Media successfully averted a potential disaster through quick-thinking and leveraging our strong relationship with our media partners
- First, stringent insert delivery deadline was extended
- Repeated direct liaison with the Insert Production Manager in each state resulted in a contingency plan being created whereby inserts were unpacked and restacked to flatten out in time for manual insertion
- Negotiated for the stapled catalogues to be accepted without penalty
The Outcome
- Extra staff were brought in BUT additional charges were NOT passed back to the client through our negotiation
- Insert spoilage was minimised hence booked requirement was met
- And most importantly, not only was the immediate promotion deemed a success, the insert also generated residual effects beyond the promotion period with corresponding sales lift for the rest of the month
