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Executive director - Quality Certification Alliance (QCA)

Compliance Chat

By Jeff Jacobs

About Jeff

Jeff is executive director of the Quality Certification Alliance (QCA). Prior to that, he was responsible for developing safe and compliant brand merchandise for Michelin. He has worked with brands in publishing, consumer products, broadcasting and film for over 30 years. Follow Jeff on Twitter, and QCA on Facebook.

 

Jeff's Rant

Jeff Solomon, MAS
ADD…on an (A)
Sep 18, 2014

In the promotional marketing industry, we know what an (A) represents. If we compare an (A) to ADD, (Attention Deficit...



Beyond Words

Rebecca Kollmann, MAS+
Create an Experience
Sep 15, 2014

There are times when we do everything we can to reach our goal as quickly and as effortlessly as possible....



Kiwi's Coaching Corner

Paul  Kiewiet
Focus or Discipline?
Sep 11, 2014

A great many of my coaching clients ask for help with focus. They are easily distracted and stray from doing...



Not So Technically Speaking

Dale Denham
3 Reasons Promotional Products Work Better Than Most Online Advertising
Sep 9, 2014

Promotional products cannot be blocked but online advertising can and is. In fact, the blocking of ads on websites is...



Million Dollar Mindset with Greg Muzzillo

Greg Muzzillo
"You Don't Have to be Great"
Sep 8, 2014

That's right. "You don't have to be great to start, but you have to start to be great." I love...



Quick Thoughts by Cliff Quicksell, MAS

Cliff Quicksell, MAS
What Clients Really Want—It’s Not the Best Price!
Aug 25, 2014

A few years back I was speaking at Fruit of the Loom’s national sales meeting, I had the pleasure of...



Selling Smarter

Rosalie Marcus
My Very Personal Connection to the ALS Challenge
Aug 19, 2014

You’ve probably seen the ALS Ice Bucket Challenge all over social media and TV. Perhaps you’ve taken it. For me,...



Embellished

Kyle Richardson
The Best Laid Plans
Jul 11, 2014

Why it's always smart to keep a planner with your schedule and important documents, and why it's never smart to...



Promotional Fashionista

Colleen McKenna
5 Soccer Promotions for After the World Cup
Jul 1, 2014

Studies show that Americans prefer soccer to NASCAR. Here are five items to sell to soccer fans....



Mike's Blog

Michael Cornnell
Interview with Jason Black, CEO of Top Distributor Boundless Network
May 19, 2014

Ranking #19 on the Top 50 List, Black shares his thoughts on the future of the industry and what has...



Be Bold, Be Different, Be Memorable

Rick Greene, MAS
Source Your Inner Iron Man
Jun 11, 2014

Be a hero. Look for opportunities to swoop in and save the day. Source your inner Thor or Wonder Woman....



The Hot Button

Mary Ellen Sokalski, MAS
"How It's Made" Can Make You More
Jun 11, 2014

The show "How Its Made" is celebrating its 22nd season on television. How can we be a hit, season after season,...



Be Dazzled

Elise Hacking Carr
Got Control Issues?
May 14, 2014

Does chaos define you? How you respond to certain situations says a lot about your character. Here are five quotes...



Guest Blogs

Guest Contributor
The Anatomy of Emotional Marketing
Apr 11, 2014

You've probably heard the old adage: "It's the thought that counts." This could not be any truer, especially in business. When...



Big Picture Promo

Matt Kaspari, CAS
Meeting Clients Where They Are
Oct 24, 2013

Promotional marketing is at its best when it empowers a client’s brand, meets his or her objectives and fits within...



My Two Cents

Rick Brenner
For Promotional Product Sales, Protect Your Client's Brand
Jun 3, 2013

Whether you are selling to a global brand like Nike or to your local YMCA, no single asset is more...



Friday Sales-thought of the Week!

Dale Limes, MAS
Reverse Engineer Your Sales Success
Mar 18, 2013

Steven Covey reminds us that when setting goals ... "Start with the end in mind." That is to visualize the...



Editor's Notes

Nichole Stella
The Perfect Match
Mar 5, 2013

The Super Bowl has also become the Ad Bowl, where brands duke it out to see who has the funniest,...



The Sales Challenge

Bill Farquharson
Think and Succeed
May 29, 2012

What would happen if you woke up in the morning and your first thought was, "I am never going to...



Creating More Purposeful Sales Conversations

Lisa Leitch, CSP, MAS
Under 100 Days to Achieve 2011 Goals
Oct 20, 2011

It's hard to believe, but there are fewer than 100 days left to achieve 2011 goals! Are you on track...



Reputation Matters, Especially During a Recall

 
Reputation. Whether you realize it or not, your reputation is built with every product manufactured, sales presentation given, telephone call answered, advertisement placed and article posted on social media. Everything you do―and, conversely, everything you don’t do―shapes your reputation and ultimately your brand equity. And there’s rarely a more important time to have a stellar brand reputation than in the event of a product recall.

As I mentioned in my previous post, recalls are expensive on many fronts―product return and/or replacement, consumer compensation, and legal fees, to name a few. But the loss of consumer trust can impact sales for years to come. Many companies survive a recall, but many others do not. Why? The difference often comes down to how consumers feel about a company and how much they blame internal firm-related factors, according to a recent study published in the American Marketing Association's Journal of Marketing Research.

The study finds that consumers’ positive brand beliefs contribute to brand resilience in the case of an adverse event such as a recall. Consumers will refrain from immediate blame for brands they like, and these consumers are much more likely to seek out other possible causes for the defective or dangerous product. Companies without strong reputations that are less well-liked do not enjoy the same consideration.

The frequency of recalls also plays an important role in shaping consumer perceptions. In industries where recalls are common―such as toys, children’s products, automobiles and healthcare products―the study found that consumers are less likely to lay blame on a specific company if similar incidents have plagued other companies. But once again, companies that are not well-liked don’t benefit from this consideration.

In industries where recalls are less common, a product-harm crisis stands out and requires explanation. Even here, however, consumers will treat a recall from a well-liked company as an exception, a rarity or an accident, but they will blame a less well-liked company for a similar incident.

That said, having a good reputation only goes so far. Consumers can forgive a company for one misstep, but repeat incidents will not be seen as an exception or accident. Consumer confidence will wane and they will find new, more trustworthy sources for making purchases.

So what does this research mean to you as a promotional products professional? Part of your reputation-building initiatives should include having a comprehensive compliance program in place to reduce the risk of a product recall. Additionally, you can reduce the impact of having a recall by having an effective recall policy in place to proactively address any product quality or safety issues.

Building your brand’s reputation takes years. But it can be destroyed overnight with a product recall. The best defense of your reputation is a solid set of comprehensive policies and procedures that are effectively executed and strictly followed to prevent product recalls.

D E Fenton is executive director - compliance for Quality Certification Alliance, the promotional product industry's only independent, nonprofit organization dedicated to helping companies provide safe products. With more than 20 years of compliance experience, she offers practical advice and actionable tips that help make the complex concept of compliance easier to understand so companies can implement compliance into their daily business practices. She can be reached at dfenton@qcalliance.org or visit www.qcalliance.org for more information.

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