It’s a brand’s worst nightmare – an advert appears in print complete with a big mistake. No, not an incorrect spelling or wrong call to action. Either of those could easily be resolved with the help of a PR agency. Car hire firm Enterprise has had to deal with something much worse: an advert in the Pembrokeshire Herald, published last week, suggested that the firm offers inappropriate sex acts for customers. See the advert here.
To add insult to injury, the advert went hand-in-hand with the company’s Twitter launch. Although, this might be its saving grace. When the incident was spotted yesterday, Enterprise only had 61 followers – all of which were told that the service is ‘not offered at any of its branches.’
Twenty-four hours later that number has only risen by 13 – and the brand has responded to everyone that commented offering its single crisis-management message.
Of course, it’s not like the age old saying ‘if a tree falls in a forest and no-one’s there does it make a sound?’ Customers – existing and potential – are likely to hear about this via social networks or friends (the Mirror has already published the story too) But, when it comes to Twitter, I think people are less likely to get involved if they don’t think they can directly link with the brand. After all, that’s one big reason we make comments online isn’t it? To humiliate, complain or praise companies that we’re engaging with. The fact that few people knew about Enterprise’s Twitter page at that time has curbed the majority of comments.
I think the brand handled the process well. Although, I’d have suggested that they tailored their responses to show personality and a sense of humour. After all, the advert is clearly a joke.
At the time of writing this, I asked the Pembrokeshire Herald what its thoughts were and whether the error was from their side. According to reports they maintain the artwork was tampered with after it’d been signed off – and other brands were affected.
Surely, Enterprise will want an apology from the team if it was the paper’s fault – not to mention free advertising space to overright the problem.
However it progresses, this faux pas has certainly worked in Enterprise’s favour – in terms of PR and talkability. After reading this article how many hire car companies can you really think of?