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A Marketer’s Worst Nightmare- Product Recall

/ Brand, CCPSA - Canadian Consumer Product Saftey ACT, Clothing, Health Canada Regulations, Marketing, Product Safety, The Right Product for the Job / By

Thankfully, it does not happen often, but when it does, it can be one of the scariest words that any marketer can hear. . .  PRODUCT RECALL.

This morning, we were notified (through the industry) of a recall on baby clothing from one of the industries largest suppliers.  Thankfully it had nothing to do with us, or any of our clients, but it got me thinking.    How many companies are prepared to work through this situation with their client if it happens, and what are people doing to make sure their clients are NEVER put in this position in the first place?

We, thankfully, have never been involved in a recall and the reason why we haven’t is that we endevour to  take the extra steps necessary to make sure that custom promotional marketing pieces are tested before they are delivered to our clients.    Safety is a huge priority with us.   Not only is the thought of someone getting hurt by something we had created horrifying to us, but the loss of reputation to our client’s brand, let alone ours, is unacceptable.

Recently, we were working with a new potential client on 40000 foldable frisbees and we quoted having them tested not only for lead in the ink on the decoration, but stress tests on the product themselves so that the wire inside the frisbee did not dislodge and hurt someone.   When we were told by our potential client that our price was higher than others, we questioned whether our competition had quoted testing or not.   The answer we got back is that they had sent him a sample and it looked fine.    Right there and then we knew this was not our customer.

Other projects that we have walked away from include:

  • A potential client that wanted 1 million skateboards, but needed to purchase them under $3 each.   You can do this, but the liability on the product would be enormous, let alone the potential for someone getting hurt.
  • When the whole issue about BPA in water bottles had not been determined yet, we were working with a hospital client to have a promotion to give out as they moved from the old hospital to the new one.   A water bottle with an image of the old hospital on one side and the new one on the other with dates was proposed, but when working with the media department of the organization, their health officer as well as people from Health Canada, we could not determine whether BPA was going to be a real issue or not, we cancelled a 10000 bottle order and did something else so that the client was not left with a major public relations issue the day of the move to the new hospital.

Our goal is to work with our clients to make sure that the promotions that we develop and implement show off your brand in the best possible light, tell your brand story and Get YOU  Noticed! in a positive way.   If we can help you create successful promotions, please contact us at any time.

In Canada, these types of recalls fall under CCPSA (Canadian Consumer Product Safety Act).   Here is a link to an article we wrote that has the recall procedures outlined from Health Canada.

Silver - one episode plan $4395.00

  • One 60-minute recorded interview to understand who you are, what you do, why you do it, who you do it for and why they should care. This interview is designed to show your true value and enable you to shine
  • Four 2-3-minute videos that come from that interview that help you tell specific parts of your story that you can put on your website and used through social media and email campaigns regularly.
  • Four 30-60 second audiograms designed to enable pecple to have a quick understanding of your value and why they should search you out to find out more through their use on your website and social meda.
  • Six images that you can use through your social media on an on-going basis.
  • Five or Six tweets that can be sent out regularly.
  • An edited transcript of the interview that enable you to ganer even more market materials and have approximately 6500 words on your website that provides SEO benefits.
  • One 25-35-minute podcast episode on the Find Your Pro Show with a marketing that looks like this

GOLD - four episode plan $10998.00

  • One 60-minute recorded interview to understand who you are, what you do, why you do t, who you do it for and why they should care. This interview is designed to show your true value and enable you to shine
  • Three additional 60-minutes recorded interviews that can be testimonials with clients, case studies, best practices or top questions of your clients answered. The goal is to provide value to your audience that creates trust with them and gives them reason to buy from you
  • Sixteen (4 per interview) 2-3-minute videos that come from that interview that help you tell specific parts of your story that you can put on your website and used through social mead and email campaigns regularly,
  • Sixteen (4 per interview) 3060 second audiograms designed to enable people to have a quick understanding of your value and why they should search you out to find out more through their use on your website and social media
  • Twenty-four (6 per interview) images that you can use through your social media on an on-going basis
  • Twenty four (6 per interview) tweets that can be sent out regularly.
  • Four (one per episode) edited transcripts of the interviews that enable you to garner even more market materials and have approximately 6500 words on your website that provides SEO benefits.
  • Four 25-35-minute podcast episode on the Find Your Pro Show with a marketing page that looks like this

PLATINUM- twelve episode plan $27750.00

  • One 60-minute recorded interview to understand who you are, what you do, why you do it, who you do it for and why they should care. This interview is designed to show your true value and enable you to shine.
  • Eleven additional 60-minutes recorded interviews that can be testimonials with clients, case studies, best practices or top questions of your clients answered. The goal is to provide value to your audience that creates trust with them and gives them reason to buy from you.
  • Forty-eight (4 per interview) 2-3-minute videos that come from that interview that help you tell specific parts of your story that you can put on your website and used through social media and email campaigns regularly.
  • Forty-eight (4 per interview) 30-60 second audiograms designed to enable people to have a quick understanding of your value and why they should search you out to find out more through their use on your website and social media.
  • Seventy-two (6 per interview) images that you can use through your social media on an on-going basis.
  • Seventy-two (6 per interview) tweets that can be sent out regularly.
  • Twelve (one per episode) edited transcripts of the interviews that enable you to garner even more market materials and have approximately 6500 words on your website that provides SEO benefits.
  • Twelve 25-35-minute podcast episode on the Find Your Pro Show with a marketing page that looks like this.

The SILVER option is designed for companies on a limited budget or who would like to try the power of the Communicate Your Why program before committing.

It provides you with a reasonable amount of shareable content and access to our network. However, for most companies, this may not provide a full year's worth of marketing materials. If you purchase a SILVER package and decide to upgrade within 30 days of the airing of your episode, we will credit 90% of the SILVER package towards either a GOLD or PLATINUM package.

Our expectation is that we will release your episode within 30 days of the recording date.

The GOLD option is a basic yearly marketing package.

Optimally, you would release an episode quarterly and use the content that accompanies it to update your marketing on a quarterly basis. It is literally four times the amount of marketing materials as the SILVER option and allows you to not only tell your story but create a case studies with clients or talk about specific ways you add value to your clientele in a non-sales way. We would suggest that you have us interview other employees, suppliers, strategic partners and/or clients with additional episodes in order to add additional value and tell a richer and a more robust version of your brand story.

Our expectation is that we will release your episodes quarterly.

The PLATINUM option is designed as a monthly marketing package

It gives you the content you desire to stay top of mind with your clients and prospects, talk about ongoing developments and tell a more robust story. Again, if you purchase a GOLD package and decide to upgrade to a PLATINUM one within 90 days of starting the original GOLD package, we will credit 90% of the original purchase price towards the price of the PLATINUM option. We would suggest that you have us interview other employees, suppliers, strategic partners and/or clients with additional episodes in order to add additional value and tell a richer and more robust version of your brand story.

Our expectation is that we will release your episodes monthly.

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