Question

Topic: Branding

Moving Of A Launch Date

Posted by kpsolis on 250 Points
We were to launch an everyday market in our mall but since we are all new in it and are still studying the market, it didnt gather as much people as we expected at the soft launch. Now our head has ordered the temporary closing of it. We will have a crisis for our internal publics (suppliers) and external publics (we announced it already on our website and social media accounts). What will we tell our stakeholders?
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RESPONSES

  • Posted by Jay Hamilton-Roth on Accepted
    Presumably, since it's a "temporary closing" you share the plans going forward. People want to know where you're going, and understand mistakes happen.
  • Posted by Gary Bloomer on Accepted
    This is less to do with branding and more to do with PR. Tell people you're re thinking your approach in order to best meet people's needs.
  • Posted by cookmarketing@gmail. on Accepted
    Stockholders take risk...they know the ups and downs of new markets (or should)
    Simply tell them the researc used was faulted (as above) "temporary closing' to restructure
  • Posted by Peter (henna gaijin) on Accepted
    On new products, moving launch dates are not uncommon. As such, it generally isn't the end of the world.

    If you have a next stage date that is set, you can go ahead and announce that (keep in mind, you don't want to announce until you are sure the date is set - but you also need to announce early enough that you can promote the date). If you haven't listed a date nor specifics for the next event, just "going quiet" about next stage is generally fine. Not optimal to do this, of course, but the damage to your brand would be minimal.

    If you did put put specific dates that you now won't be meeting, then you will have to announce cancellations. A bit more damaging that just going silent, but still generally not a killer.
  • Posted by Shelley Ryan on Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
  • Posted by Shelley Ryan on Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs

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