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Crisis Management re: Influencer Marketing

by idrissathiam01
10 replies
Hello,

I am a new to this forum and I thank you for the opportunity to post. I need some advice solving a crisis our online store is having with an influencer in one of our marketing campaign.

The influencer pushes pre-qualified leads on Instagram to our cosmetic product store on a monthly basis and we usually feature a discount code for her to use. On Thursday, she posted to Instagram but her discount code was not functional in our store. She posted again on Friday and the code was not working again!

On Saturday, we attempted to fix the damage and created an additional code just for this influencer with an increased discount for her traffic. Unfortunately, the discount code we created DID NOT WORK--AGAIN.

In all instances we fixed the technical errors with the discount codes, nevertheless the influencer has been receiving complaints, is understandably pissed off, and is worried about her own brand reputation.

How can we get the influencer's traffic to re-engage with our store and restore the damage to the influencer's credibility.

Thank you...
#crisis #influencer #management #marketing
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  • Profile picture of the author Brent Stangel
    Explain that you had technical problems and offer them the max discount you possibly can.

    Of course, you should be testing codes before you mass distribute them.

    Brent
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    • Profile picture of the author funnelsoptimizer
      This works always in fact. You should offer them everything as Brent said and be 100% honest with them about the issues (even non-formal contact in some way helps a lot in many cases).
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  • Profile picture of the author writeaway
    OP, are you using a custom coded solution or is it some sort of add-on to an online store builder like Shopify?
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  • Profile picture of the author idrissathiam01
    Thank you both for your responses.

    We upped the discount with the 3rd try but now the traffic is very suspicious. More importantly, we have a pissed off influencer who needs to restore credibility.

    We are using Shopify and we tested the codes before the 3rd launch--however we missed a test-case. We even had Shopify on the line to double-test. We have since updated our test-case procedure to prevent any further mishaps.
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  • Profile picture of the author ryanbiddulph
    Hi,

    Double down in the relationship building department. If you help the influencer in as many ways as possible you can strengthen the bond, even though these mistakes. I totally get mix up's too; had 'em on a few occasions even though I am no blogging influencer

    Understand too that if this relationship has dissolved that there are hundreds of thousands of folks out there with tribes, on all networks. Keep building your network and you can dissolve attachments some, opening you up to new opportunities.

    Ryan
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  • Profile picture of the author BrunoBruno
    Well this kinda stuff makes your head hurt. Because of the damage done, you will have to commit to your market and to the influencer who was also affected and offer them better deals without going extreme with what is allowable. This has been also a good experience so that you could do better in the future transactions. Always test the codes yourself before publishing it.
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  • Profile picture of the author seotprosperity
    You made the error three times? First, find out the cause of the error and make sure it's truly solved before you do any recovery. Test that it works.

    Then apologize and move on.
    What else can you do?

    It's truly reflects badly that you made the same mistakes three times. If you truly want to portray a genuineness to your influencer...It may help to pay the influencer the average $ per click that he/she drove to you despite the traffic not converting due to your error. Then convince him/her to re-post your offer.

    Your reputation and brand is likely more valuable than any temporary losses
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    • Profile picture of the author idrissathiam01
      "It truly reflects badly that you made the same mistakes three times. "

      Agreed.
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  • Profile picture of the author JohnVianny
    Apologize AND give him 100% of the earnings for the first 10 products.
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  • Profile picture of the author idrissathiam01
    Very good idea. Thank you, Connann.
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