Posts Tagged ‘BP’
Timing is Everything
Last week I wrote about having a crisis communications plan for when your competition is having a crisis.
In light of the recent events with BP in the Gulf of Mexico, Shell is taking an aggressive proactive approach touting the work they are doing to improve fuel efficiency and alternative sources of energy.
With this in mind, imagine my surprise when I saw a billboard in Atlanta announcing Gulf Oil. The Legend Is Back.
It appears that Gulf Oil, much like Shell, is trying to leverage BP’s misfortune to their advantage by expanding into the Atlanta market.
I know Gulf Oil is a reputable company – with no involvement in the current crisis – and has been serving the Northeast for decades. Unfortunately, their timing is off. I’m just not sure this is the best time to put the words “gulf” and “oil” together – especially in the South.
Is Shell Exploiting BP?
In recent weeks, Shell Oil has increased its media presence through aggressive advertising. Ads highlight Shell’s Eco-marathon car race where this year’s winner was able to travel “8,870 on the equivalent of one gallon of fuel”.
As a marketer, you have to appreciate the speed in which Shell got their message out, and their approach to differentiate themselves against the backdrop of BP’s Gulf disaster.
Companies tend to have crisis communications plans in place when they are the ones in crisis. Equally important is having a plan in place when your competition is in trouble.
Ask yourself these questions:
- Are you prepared to take advantage of your competition when they stumble?
- Do you have a strategy in place to set your company apart if your competitors’ actions hurt your industry’s image?
- What are your plans to assure your customers that what happened to your competition won’t happen to you?
Being prepared isn’t exploitation. It’s smart business.
How is BP’s Beyond Petroleum Resonating Now?
Nice perspective by Jim Gregory, CoreBrand, on getting your brand aligned with your business. Aspiration is okay, but don’t over shoot your skis.
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