Quote:
Originally Posted by Peter Grace
As far as marketing is concerned, communication can simply be divided between paid (advertising, web etc) and unpaid ( PR). And again, the simplest view of both is that paid gives you control of the message, and unpaid very little control at all. |
Here's a good example of the latter. This dreadful review is what can happen when you shun the media. Eventually they get hold of an example that you have no control over and as one of the article comments says, it might the worst example out there.
Crook clearly had the opportunity to avoid this. He had the opportunity to supply a known good car which wouldn't come with the horror stories of the owner, who had presumably bought a secondhand lemon.
Thanks to the internet and the lack of alternative articles, the bad review remains near the top of the
Google search results 6 years later! The best way to counter this is to drown it out/bury it with more positive reviews and some smart
SEO. It would take months to achieve, but it can be done. You would of course need to have your cars test driven in order to achieve this.
Didn't Bristol engage a
PR firm a couple of years ago....