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Kryptonite: Tough Locks, Tough World

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De met veel bombarie geintroduceerde Kryptonite Evolution 2000 U- Lock blijkt eind 2004 met een eenvoudige Bic balpen te openen. Dit nieuws dat als een dolle door de blogosfeer is opgepakt zal Kryptonite nog lang heugen!

<a href="http://www.upstream.nl/comments.php?id=390_0_1_0_C">Kryptonite: Tough Locks, Tough World</a><br><br>

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Kryptonite: Tough Locks, Tough World

  1. 1. Kryptonite It’s all about socialising, sharing and creating Marco Derksen (Marketingfacts) 1 februari 2007
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  17. 17. <ul><li>Worked 20hr days to plan and reply to consumers, dealers, distributors and media.  </li></ul><ul><li>Didn't have manpower to answer every question or blogger. </li></ul><ul><li>Felt if she had a blog it may have helped but wouldn't have stopped 18-20hrs/day. </li></ul><ul><li>Customer communication was one piece of equation as still had to get new locks into production, ship from Asia, get registration program in place, and get to consumers, dealers and distributors.  </li></ul><ul><li>Stood by all customers by replacing hundreds of thousands of locks worldwide – including 15-20 year old ones - at no cost. </li></ul><ul><li>Felt there was little coverage about the lock exchange program in the media or on blogs as there was of the ‘crisis‘ because controversy 'sells'. </li></ul>Kryptonite Tough Locks, Tough World Source: Naked Conversations (2006)
  18. 18. <ul><li>Blogosphere is huge - one person can't respond to every entry in a crisis.  </li></ul><ul><li>Can research & identify who to keep informed - traditional media & credible bloggers.  </li></ul><ul><li>Now visits about 20 blogs daily </li></ul><ul><li>Considered creating blog but “who wants to hear about locks”- also who’d write it - only 25 people and it can’t come from the ‘dreaded’ PR!  </li></ul><ul><li>From day one they answered emails saying they would get back to them within 24-48 hours.  In hindsight, she felt that maybe they should have posted this statement on the website. </li></ul>Kryptonite Tough Locks, Tough World Source: Naked Conversations (2006)
  19. 19. <ul><li>Whilst she could say that they were casual observers of blogs before, they now are starting to create relationships with some bloggers. </li></ul><ul><li>Don’t just push information on them, but have started a dialog and have an open line of communication.  </li></ul><ul><li>If something like this happens again, she hopes either those bloggers would come to her for information or she could give them correct information and they'd decide if they wanted to talk about it or not. </li></ul>Kryptonite Tough Locks, Tough World Source: Naked Conversations (2006)
  20. 20. <ul><li>What the Kryptonite case study demonstrates is that: </li></ul><ul><li>You need a strategy in place </li></ul><ul><li>This must include prior research of who the key influencers are – not just the media </li></ul><ul><li>Brands will have to become more honest and transparent </li></ul><ul><li>Access to your corporate website to post to a corporate blog or upload an audio or video podcast announcement needs to be available instantly </li></ul>Kryptonite Tough Locks, Tough World Source: Naked Conversations (2006)

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