I'm calling it a day: Good bye!
It's been a very long relationship. One that I have enjoyed immensely particularly when I have been to the beach and there is sand everywhere, surf boards to fit into the car, towels, dogs, bags and left over rubbish. You have been very reliable and you always come up shiny and new when you are washed.
But... it's over. I am calling it a day.
And here is why...
But... it's over. I am calling it a day.
And here is why...
I don't in any way think that Alan Jones comments on the death of Julia Gillard's (Australian PM for those who don't know) father. He has been made aware by the Australian public, the media and the social media enthusiasts that his comments were not acceptable. Slap over the wrist. Wake up call. You name it - he got it. But when does the punishment stop?
Then, when I thought I couldn't stomach another day of media both traditional and online slandering the poor old guy that has just got verbal diarrhea at times, it did get worse and this time it was personal.
Mercedes PR people got on the bandwagon. Not only did they profess to cancel their advertising because of the comments, but they also gained millions in publicity over "taking away the Mercedes that Alan Jones was given to drive".
And it was all lies. Some dumb PR person or manager who instigated the PR activity trying to leverage the Mercedes brand should be sacked. Not Alan Jones. He makes a living out of being controversial and saying stuff that either the general public really want to say but don't, or that is plain ridiculous and happens to be either his opinion or a cause of generating publicity for his show. David McCarthy from Mercedes is who I am talking about. Generating PR spin is one thing, but stay within your brand guidelines and brand values. Mercedes isn't a brand that is known for "trolling" or "gutter tactics".
I thought and bought a brand that was reputable. That stood above the rest. Was quality, stylish, reliable, decent and the brand that everyone wants to own, but not everyone can. I am not sure how lying to generate publicity as reported in the media in the past 24 hours is something that is in line with the Mercedes brand.
Here we have an example of a PR person generating publicity only to fall flat on their face and while they may have millions in mileage in terms of column centimeters, they are no doubt going to lose a lot more than that with loyal brand followers turning off their brand.
My next car may have cost Mercedes between $150 to $250k. I am sure I am not the only one that has now got a distaste for the Mercedes brand over one very fatal and very stupid PR stunt that has clearly backfired.
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comments ( 3 )
Ronja
11 Oct 2012Dear Melissah
ReplyI understand why you are disappointed with Mercedes-Benz' response and can follow your reasons for letting-go of your beloved Mercedes as a sign of disapproval.
Nevertheless, I can also understand why so many companies cancelled their advertisement-deals and do not want to show any form of approval or understanding for Alan Jones' comments. From my perspective, it is crucially important for marketing to keep the public in mind and if there is a strong public feeling of disapproval towards some persons' comments, companies have to respond to that particular feeling. Many companies did so by cancelling sponsorships and deals - Mercedes-Benz did in a clearly unsatisfying way.
Nonetheless I think that the strong public and medial pressure left no other choice to businesses than to show strong disagreement with Alan Jones.
Imagine Mercedes-Benz, Telstra or Woolworth showing no form of disagreement - they might have lost all those harassing Alan Jones. The strong public reaction and pressure on Alan Jones shows that many people condemn his actions. Thus, ignoring them can lead to a costumer loss - those people may also buy a Benz and would not continue to do so if Mercedes-Benz would not have reacted immediately (even if the reaction was rather stupid).
I think all these shocking comments and embarrassing behaviours (from both sides) show once again that marketing should consider who to sponsor and how, more carefully. Moreover, it would not hurt to establish back-up plans of what to do if a sponsor or advertisement-partner loses public sympathy.
Ashna
10 Oct 2012Merecedes had actually cancelled its contract with 2GB a couple of days before Alan Jones made his controversial comments. The car company just manipulated the situation to project themeselves in a postive light and get publicity. Such a risky maneuver was bound to backfire; a lot of people would have been aware of this information.
ReplyAlthough I believe that Alan Jones deserved what he got, I also believe that people went a bit over the top with their reaction.
Teresa
09 Oct 2012This campaign against Jones is repugnant.
ReplyThe comment Jones made was shocking, no doubt about that - but the reaction?
Academics(??) congratulating 'the public' for making their feelings known.
Congratulating advertisers who have withdrawn as if this was some sort of moral stance.
And spouting all manner of justifications about keeping conversation civil and being 'respectful'.
The hypocrisy!