Our SWOT Team is growing! Almost 100 experienced marketing professionals joined the team to provide excellent advice to the external threat posed two weeks ago: How to protect your brand and revenue from being eroded by spam. Read below for your peers' best advice about dealing with this dilemma.
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Previous Dilemma
Swot Category: External Threat
Our brand is eroded by spam
We have spent many years successfully building a brand that is appealing to the market. Recently, we started to get tons of emails complaining that we were spamming them. We are very careful to follow (and actually exceed!) permission marketing best practices and were confused about the amount of hate email we were generating.
Imagine our surprise when we discovered that we were the victims of a campaign originated by a band of cyber-thieves who where spamming millions of email addresses offering our product at prices that were 60-70% below our list.
They are stealing our revenue and eroding our brand image. These crooks are also elusive and smart. We have not been able to get a good handle on this problem and hope that your readers might be able to shed some light on this subject.
Would you ask them what they would do in this situation?
—James D., Director of Marketing
Summary of Advice Received
James, you hit a hot button. A full-blown response plan emerged from the collective thinking from the nearly 100 SWOT team members who submitted their best advice.
Their combined wisdom calls for the following actions:
- Acknowledge a crime was committed and report it.
- Manage the immediate crisis with PR.
- Secure your company from email identity theft.
- See the opportunities in this situation.
1. Acknowledge a crime was committed and report it
The team cautioned about skipping this step. This problem calls for criminal and civil prosecution. Fraud, IP infringement, identify theft and producing knock off copies are all crimes. Focus on the crime, not the fact that spam was used to commit the crime.
One team member said contact the spammer, and if no one responds take further action. Contact the sender's Internet service provider (ISP) for possible removal of the spammer's account and demand restitution. If these actions don't stop the spammer, sue. Be sure to document everything, including evidence of abuse.
Take legal action if you discover your company's name, products, and/or services are used in marketing schemes without your permission. Most of our readers feel strongly that you should not hesitate to go after spammers and prosecute them. Here are two examples of responses:
Take Action to Prosecute Spammers
Contact the FBI about the problem.
—Kevin Ranford, Ranford ConsultingJames, one of my colleagues recently had a similar problem. There is a division of the FBI that handles Internet fraud cases like these very efficiently. I strongly suggest that you contact the FBI office general number, and they will transfer you to an e-commerce specialist.
Prosecute to the Full Extent of the Law
Use their own greed to catch them.
—Nathan Deremer, WedWeb.ccYou must do all in your power to find these people and prosecute them to the fullest extent of the law. While it is often difficult to track down such offenders, there are a few things that may work.
For instance, foster a relationship with one of the spammers. Act as though you intend to purchase a large amount of their goods in bulk to resell. Motivated by their greed, these thieves will be willing to risk much more with the promise of a big sale. And this is where you begin to reel them in.
Now make it known that you are a bit timid about purchasing this item, that you are concerned that these products may not be authentic. Ask for a phone number so that you can talk to the person in charge. Call them a few times, gather the information you can, and chances are you will be able to catch them. With this done, you can then reclaim all your losses from them in court.
2. Manage the immediate crisis with PR
Most of the advice we received addressed PR with two intended audiences: (1) your customers and (2) your prospects. Once you find out your identify has been stolen, immediately respond in the following manner:
- Personalized letters (to customers, prospects and partners)
- Blurb on the homepage of your Web site
- Other marketing messages that disassociate you from the spammers, including rewards for information leading to conviction
- Information that will your audience spot fraudulent offers (such as a three-step guide to spotting spam)
Be the banner-waver against this type of fraud. Let your audience know that you are actively involved in solving the problem and are one of the good guys.
Ask Your Customers to Join the Fight Against Fraud
Go beyond what they expect.
—Alan Allard, GeniusDynamicsThere is an opportunity here waiting to be resourcefully responded to… I suggest sending your customers a highly compelling letter via email or some other form (postcard, actual letter, etc.) and
- Elicit their empathy by explaining to them exactly what has happened.
- Elicit their desire to actually help you out, and do you a favor, even if the favor is simply to accept that you have been wronged by someone, and recognize you are taking this opportunity to communicate with your valued customers in order to further build the relationship with them.
- Tell them, once again, your policies on communicating with them... what you would never do, such as spamming them... and how your past marketing behaviors have demonstrated the value you put on safeguarding their privacy and maintaining their loyalty and trust.
- Offer them something of value, hopefully for free, and tell them you are doing so to go beyond what they might have expected of you in response to this situation.
Media coverage can help you reach your target audience in an effort to gain sympathy. You can make the best of the situation by having a reason to contact this audience. Several respondents noted that identity theft is a classic reason for having a crisis communication plan.
Communicate to Prospects Also
Crisis communications can be fun while important.
—Steve Wasiura, Waztech Internet ServicesRandomly sample your customer base with a telephone survey asking if they received spam mail. From those results, determine the estimated percentage of your market that is aware of this issue.
Hold a press conference that highlights this issue to make your prospects and customers aware of the problem, and outline action steps you will take to reduce the annoyance:
- Have a toll-free number to call for further information.
- Publish an easy three-step guide to determining how to spot a fraudulent offer.
- Stress the opportunities of the Internet and email, but acknowledge the presence and threat of criminals.
- Create a visual branding element that is difficult to reproduce, so that your email offers can be authenticated as the official communication from the company.
- Keep in constant contact with your market, informing them of published communications so that they know when official items have been sent out, etc.
- Make a contest or game, something that will engage your customers in tracking down these criminals. Even if the game is an artificial pretense, such as creating a mascot to investigate and track the criminals, run it through your Web. Encourage customers to participate in tracking and catching the thieves by offering rewards, prizes, etc. Have fun with it. But make it important in the eyes of the customer—not just something you're upset about that happened to your brand.