Who doesn’t want to invest in a brand that is well known and reputed among…
The Dominican Republic is a Caribbean nation known for a vibrant culture, island beauty, and production of great Major League baseball players. Read on to learn more about the history and culture of this unique country.
The Dominican Republic shares the island of Hispanola with the nation of Haiti. The D.R. occupies about two-thirds of the island and sits between the islands of Cuba and Puerto Rico in the Caribbean Sea.
The island of Hispanola has been inhabited since 800 A.D. Columbus’ arrival in 1492 wiped out the native population, leading to a colonizing by the Spanish. The country’s official language is still Spanish; although, the country has been occupied by the French and Americans as well as the Spanish.
Since 1978, the country has moved away from dictatorships and toward a more American-style representative government. Currently, Leonel Fernández is serving his second term as the country’s president.
Modern Dominican Culture
Merengue music was created in the Dominican Republic, as well as Bachata, a form of dance centered on love and stories of romance. Ethnic groups in the country include people of African, European and mixed descent, as well as some Asian immigrants. Baseball is the most popular sport in the country, followed by boxing.
The Dominican Republic sends many players to the American Major Leagues. In fact, many all-stars and future hall of famers hail from the country, including Manny Ramirez, Cy-Young award winning pitcher Pedro Martinez and two-time league MVP Albert Pujols.
The recent battle of claims and data between Elon Musk/Tesla and the New York Times showcases a unique crisis communications situation. What’s the best way to handle a crisis of “he said-they said” before it spirals out of control?
At some point in their career, every communications professional needs to handle at least a few crisis situations on behalf of a client. All things being relative – whether it’s a disaster like the BP oil spill, a trolling commenter on your brand’s Facebook page, or an executive giving out embargoed information too early – the way you initially respond will set the tone for everything that follows. It’s all about being prepared to the best degree, and then maintaining as much control as possible.
But in some cases, keeping a loose grip on that control and relying on trusted advocates to speak on your behalf can be more effective than any prepared statement.
An example of this recently played out between Tesla’s CEO Elon Musk and the New York Times. When Musk went on the attack against a negative review of the company’s East Coast charging station, first via social media, then by blog, and eventually (perpetually?) even further, his response quickly incited a crisis spiral. A back-and-forth argument over data points and accusations of purposefully unfair journalism/misleading rebuttals were lobbed between the two groups for weeks afterwards.
In the media coverage that followed, neither side was ever truly in control of what was being said. Set aside the argument of right vs. wrong…who in this situation comes out looking foolish for making misrepresentations? To varying degrees,.. probably both parties.
How could Musk/Tesla have approached the rebuttal differently?
First, take the age-old advice on manners, and throw away the angry letter (in this case delete the Tweet) that was drafted, and re-approach the situation with a clearer head.
Next, run the second draft by a PR/communications team before sending it. Then throw that version out too. Any response in a case like this based on emotion, and not facts, would come across sounding like the complaints of a spoiled kid whose school chums didn’t like his new toy on the playground. While emotion has its place here in conveying passion,it can’t come from the accuser of the impropriety.
Most importantly, learn from one of the interesting things that happened following the back and forth hoopla; a call-to-arms from Tesla’s fanbase, as well as other media outlets, to recreate the experience of the New York Times, but do so successfully. In fact, multiple parties were able to complete the trip without issue. In the end, this speaks more than any amount of data ever could. If Musk and Tesla had engaged with the outspoken community from the outset in order to prove the reporting wrong, the public perception of the results would have overwhelmingly been in their favor.
Just as people trust recommendations from their friends more so than from advertisers or company websites, having other third parties take up the cause for responding back to a crisis of criticism has the potential to deliver the most effective results. If these groups had been mobilized to take up the argument on behalf of Tesla, Musk would have been able to make the point he wanted without having to awkwardly say it himself. Still, this strategy can be a very delicate balancing act with high risk. In the end, it’s likely that the general public’s perception will remain polarized, but if your core audience and base of advocates can be bolstered and become vocal enough, it can support next steps back from where the crisis began.
At the very least, Musk can be given credit for not taking the “put head in sand” approach and hoping that the bad article and ensuing situation(s) blow over. But most companies’ CEOs would not be as outspoken or unconcerned about blowback. The takeaway from this unique crisis situation is that there are more ways to respond than a simple public statement, and taking the time to develop a strategy can pay off in the end.
The opportunities in the mobile marketing and mobile advertising space are growing by leaps and bounds and those marketers and advertisers who are not mobile, literally, will be left in the dust.
I used the words “Even more proof…” in my title because I have written numerous posts on the benefits of mobile marketing and mobile advertising.
The Rapid Rise Of Mobile Advertising And mCommerce – “The number of advertisers using mobile advertising has doubled in just two years and accordingly mCommerce is growing right along with it. Marketers need to grow along with it.”
Another Reason Why Marketers Need To Be Mobile – “… mobile payments are expected to nearly triple by 2015.”
Mobile Marketing Spending To Have The Biggest Increase Over Next Five Years – “Among all Interactive Marketing platforms, Mobile Marketing is expected to grow 38% over the next five years with an estimated $8.2 billion being allocated to it by the year 2016.”
I am a HUGE proponent of using mobile marketing and mobile advertising as part of an overall integrated marketing strategy if for no other reason, we humans, AKA consumers, like our mobile phones… a lot. One third of us would rather give up sex than our mobile phones. I’m not saying which third, that’s for you to figure out. But they are a part of our lives and the trends in mobile marketing and mobile advertising point to an incredible amount of opportunities for those marketers and advertisers
What trends you ask?
Well there are these, from a survey conducted by Brand Anywhere and Luth Research:
51% of consumers more likely to purchase from retailers that have mobile-specific websites
4.8% of U.S. retailers have mobile-specific websites
22.8% of the top retail websites (ranked by Alexa®) have mobile-specific websites
Web retailers could increase consumer engagement by 85% with a mobile-specific website
Gee, do you see just a slight disparity in any of these numbers? David Engle, of Brand Anywhere, states the obvious: “A significant gap has emerged between the number of retailers who have mobile websites and the consumers who want to shop on mobile sites.”
“Significant gap?” Yeah, I would call the gap between (nearly 5%) and 51% significant, wouldn’t you? Hell that gap is Grand Canyon-esque for crying out loud. What in the name of Alexander Graham Bell is going on here?
And did you catch the last bullet, the one about how much retailers could increase engagement by offering a mobile website?
The Future Of Mobile Retail Marketing?
For those not familiar with Tesco, they are a grocery retail chain that was looking to grow its business in South Korea without adding additional stores. So they decided, that since South Koreans are busy enough, they would bring to the store to them, thereby making it easier for people to buy their groceries on their time, during their daily routine and thus save them the trouble of coming into the actual store. Tesco created virtual stores at subway stops in South Korea. Consumers could “walk the aisles” as if they were actually in a store, viewing images of products arranged just as they would in the store itself. Using QR technology, people could scan the codes of the products they wished to buy, place them in a virtual shopping cart and their order would be delivered right to their door that same night. According to the company, as a result of this campaign, Online registrations increased by 76% and online sales increased by 130%.
Here’s a brief video explaining just how they did it…
Pretty cool, right? Well guess what? That’s what you should be doing if you’re a marketer or advertiser in the retail space. And if you’re a marketer or advertiser NOT in the retail space but still like to make money, you better get mobile… fast. Those folks who want and need your products, services and wares and spending more and more time on their mobile phones and while they are on their mobile phones, they shopping, they are buying, they are browsing, on and on and on.