Here's how you can restore trust and credibility following a marketing failure.

Everyone makes mistakes, but we all need to know that the chances of having the same error happen again are low. We need to understand that the healing began and the learning occurred. Taking accountability and owning the failure is crucial in creating the trust that you got this. That you got me, your customer, helps your audience feel safer and know they can rely on you. We live in an area where accountability and responsibility are courses, so it doesn’t take much to stand out. Just be fair, and you will be much more than most others out there.

When a marketing failure occurs, the first step is to own up to it. This means acknowledging the mistake, taking responsibility, and apologizing for any harm caused. In 2018, KFC faced a marketing disaster when it ran out of chicken in the UK. Instead of blaming suppliers or making excuses, KFC owned up to the mistake and issued a humorous apology ad that read, "FCK, we're sorry." The ad was well-received, and KFC was able to recover from the crisis. This example demonstrates effective crisis management in the face of a marketing failure and how it can build trust.

Actively listen to customer feedback. Show empathy and understanding to rebuild relationships and demonstrate that their voices matter.

When a marketing failure occurs, it's crucial to act fast to mitigate the damage. This means responding promptly to the crisis, addressing concerns and implementing corrective actions. There was an instance, when Pepsi faced backlash for its tone-deaf ad featuring Kendall Jenner, the company quickly apologized and pulled the ad. By acting fast, Pepsi was able to minimize the damage and prevent further escalation. In our agency's case, we quickly assembled a team to address the campaign misstep. We work around the clock to develop a revised campaign, which we deliver within tight deadline. By acting fast, we are able to minimize the impact of the failure and demonstrate our commitment to our client's success.

Keeping promises is having high SAY and DO ratio, earning credibility based on delivering to your promises - regardless the outcome to begin with. There is no basis to talk about quality of outcomes without execution. Consistency in communicating plans and proactive periodic updates on execution progress helps beings transparency and confidence, and triggers feedbacks from stakeholders.

Keeping promises is critical to restoring trust and credibility. This means sticking to your commitments, delivering on your promises, and maintaining transparency throughout the process. For an example, Wells Fargo (a multinational financial company) faced a crisis after its fake accounts scandal, the bank made a promise to its customers to be more transparent and accountable. By keeping its promises, Wells Fargo was able to rebuild trust and demonstrate its commitment to customer satisfaction.

After a marketing failure, it's crucial to reflect on what went wrong and learn from the experience. This involves identifying the root causes, reviewing processes, and understanding the key decisions that led to the failure. Engage all stakeholders, including team members, customers, and partners to have a detailed understanding. From the insights gained, update your marketing strategies to better align with customer needs, improve risk management processes to identify potential pitfalls, enhance team skills and review crisis management plans to ensure they are effective. This reflection and learning can turn a negative experience into a valuable opportunity for growth and improvement for the brand.