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Executive director - Quality Certification Alliance (QCA)

Compliance Chat

By Jeff Jacobs

About Jeff

Jeff Jacobs is the executive director of Quality Certification Alliance (QCA). Jeff was the director of brand merchandise at Michelin N.A., serving on its worldwide quality committee for promotional and licensed products. Prior to that, he worked with brands in publishing, home video and broadcasting.

 

Jeff's Rant

Jeff Solomon, MAS
A "Condemned" Supplier Shares the Truth!
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There clearly are companies who operate in ways that are contrary to the traditional supplier/distributor model we are comfortable with....



Selling Smarter

Rosalie Marcus
Speak Now and Sell More!
Apr 15, 2014

How would you like a powerful marketing strategy that can position you as a leader in your field, put you...



Promotional Fashionista

Colleen McKenna
3 Ways to Style an Imprinted Tee
Apr 15, 2014

Imprinted T-shirts are in with the fashion elite. Here's how they are styling the tees....



Beyond Words

Rebecca Kollmann, MAS+
Adapting Your Style
Apr 14, 2014

Many of us have taken a behavioral style inventory at some point in our careers. While the intent of these...



Guest Blogs

Guest Contributor
The Anatomy of Emotional Marketing
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You've probably heard the old adage: "It's the thought that counts." This could not be any truer, especially in business. When...



Kiwi's Coaching Corner

Paul  Kiewiet
Without People, Brands Have No Meaning
Apr 10, 2014

Brands are built over time but can be destroyed in an instant. This is why is it critically important to...



The Hot Button

Mary Ellen Sokalski, MAS
Even Retirees Are Doing It
Apr 9, 2014

Even older clients who grew up with the "one-size-fits-all" adult T-shirt as their world are choosing to buy FASHION TEES....



Not So Technically Speaking

Dale Denham
Go Mobile or Go Home
Apr 8, 2014

I am, without a doubt, the most mobile CIO in the USA. Name one other CIO that is so committed...



Million Dollar Mindset with Greg Muzzillo

Greg Muzzillo
"Free Crab Tomorrow"
Apr 7, 2014

Joe's Crab Shack offers free crab tomorrow. That's because it's never tomorrow. All we have is today. I've talked to...



Quick Thoughts by Cliff Quicksell, MAS

Cliff Quicksell, MAS
6 Reasons Why Marketing Fails and How to Prevent It
Mar 31, 2014

When it comes to marketing, there are no guarantees. A great marketing idea that is poorly implemented or incorrectly presented...



Be Dazzled

Elise Hacking Carr
Go Green or Go Home
Mar 26, 2014

Earth Day is right around the corner. Need ideas for upcoming promotions? Here are three products that scream "I <3...



Be Bold, Be Different, Be Memorable

Rick Greene, MAS
5 Ways to Use LinkedIn to Land New Business
Feb 26, 2014

LinkedIn is a happening place. It is the unsung hero of social platforms and it can indeed be used to...



Mike's Blog

Michael Cornnell
Ads on NBA Jerseys: An Inevitability?
Feb 24, 2014

The NBA may be stating that they're no closer to on-uniform ads than they were in 2011, but that doesn't...



Embellished

Kyle Richardson
New Year, New Site, New Magazine
Jan 31, 2014

This week, we announced the redesign of our home page and magazine. Let us know what you think about the...



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
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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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