Search & Brand Management: The Taco Bell E.coli Crisis
Posted by chip on December 20, 2006 at 12:21 PM
Well by now it's no secret that Taco Bell has been dealing with the aftermath of E.coli tainted lettuce that surfaced in locations throughout the Northeast United States, causing as many as 71 customers to fall ill. What may not be as widely known is one of the ways in which Taco Bell is addressing this PR crisis.
While it's not uncommon for companies to face public relations opportunities resulting from a crisis situation like this. What is uncommon, in my opinion, is for a company to effectively utilize search in its response.
Showing some foresight, Taco Bell is currently managing a paid search campaign directing users who are looking for related information to an official corporate response including a video message from the president, Greg Creed.
Kudos Taco Bell. I commend the innovative thinking that lead to this campaign. After all, it is no secret that search engines are a primary source of information, including news stories, for more than a few people these days. So why wouldn't Taco Bell want to put its message in front of those who are actively seeking information on this story, especially since their paid ad is surrounded by law firms who will undoubtedly have a different take on the whole situation. Way to "think outside the bun".
Companies everywhere can learn a valuable lesson from this. Search marketing is a powerful brand management tool that should not be overlooked.
Comments (2)
Posted on December 21, 2006 01:09 PM
Yo Chip! Ever since the e-coli fit-hit-the-shan I've been flying solo without my trusted life partner - the messy, cheesy beast that is the Taco Bell Chalupa. Let me assure you, it's been a rough flight. But when I came across your blog post, and followed the link to Greg Creed's (Creed ROCKS!) heartfelt testimonial, my troubled mind was put at ease. God bless Taco Bell for getting the word out and Lord, give Chip a nod for pointing out when a good deed has been done. Once again, I have been reunited with my blessed Chalupa. Let freedom to eat enough food to feed a Yeti rain down today!
Posted on December 20, 2006 01:43 PM
A very smart move on Taco Bell's part to be sure. A key tactic in any crisis communications plan is to be ready to present company position when opposing, erroneous or mistaken viewpoints are presented. It's very hard to be all places at once. With the prevalence of search engines in our lives, this practice needs to become standard operating procedure (SOP) for PR pros everywhere. And further more, companies need to develop ongoing search strategies in their PR departments.
Kudos on finding someone doing it properly.