三十日草本衛生棉免費寄送(不是30天份哦) - 省錢
By Jake
at 2017-10-08T01:55
at 2017-10-08T01:55
Table of Contents
連假愉快,
我是三十日衛生棉試用包活動負責人 thethethe。
這次試用活動已經告一段落,
我們有注意到推文中有少數人反應還是沒有收到試用包,
如果你是當初有申請填寫但是還沒收到試用包的人,
歡迎來信告知當初填寫的資料,我這邊會協助查詢並且補寄。
Email: [email protected]
可能的原因有幾種:
1. 包裹太大被放在門口被人拿走了
2. 填寫資訊有問題被郵局退件了(我們真的收到不少被退回的試用包)
3. 其他
這一次事件真的讓我們學到很多,
很謝謝大家的建議與鼓勵,也願意給我們一個補正的機會。
我想將這次事件的心路歷程與學到的東西分享給大家。
特別是從事品牌/公關/創業相關的工作朋友們,
能夠避免犯下類似的錯誤。
- - - 以 下 文 長 - - -
事件起源:
今年六月底,在產品正式上市前,
我們做了一次免費試用申請的活動,
我們相信親身體驗是對產品最好的見證,
因此投入十幾萬的試用活動預算,
結果換來網友們大量的怒罵並認為我們是一間騙個資的公司。
『怎麼會這樣?』
事情發生後,我每天都在問自己。
我們犯下的第一個錯誤是:沒有在試用申請加上『限量』
在試用包申請的問卷上,
我們沒有加上『限量』二字,這是我們一個很大的疏失。
當時三十日粉絲團只有幾百人,
而我們準備了超過1500份(實際是2000份)的試用包,
因此儘管團隊夥伴曾經向我善意的提醒,
但天真的我仍認為不需要加上限量二字。
https://imgur.com/a/Knuma
然後就爆炸了。
6/10 晚上9點,我們開始試用包申請。
https://imgur.com/SGJApJy
6/13 下午17點,
我們赫然發現試用包申請人數突然暴增高達5千多人。
https://imgur.com/9mYhiY7
這時我還不知道接下來事情會變得如此嚴重,
以為我們品牌原來有這麼多人關注,偷偷地開心了一下。
同時也開始思考處理的方式,並且擬稿,
預計於當天晚上在粉絲團發佈訊息,
宣布我們僅準備2000份試用包,
問卷內容也在當天從免費試用包申請的說明,改為『額外折扣碼申請』。
第二個錯誤:沒有在第一時間關閉試用申請的問卷
為什麼會犯下這樣的錯誤呢?
當時我們以為,雖然已經沒有多的試用包可以提供給更多人,
但這些申請的人對於我們的產品是很有興趣的,
我們可以提供給大家除了上市優惠之外再打9折的折扣碼,作為回饋,
因此我們只有修改問卷,沒有關閉問卷。
(OS:人家要產品試用包,你給折扣碼?還9折?腦袋燒壞了?)
第三個錯誤:沒有在第一時間給出合適的補償措施
在當天下午,在版上有了一篇分享三十日試用包索取的資訊。
https://imgur.com/eGD49Uf
問卷的數量開始暴增,
儘管我們後來在問卷中增加了目前已經沒有試用包可以索取的說明,
但是填寫問卷的人仍然源源不絕,
也可能是沒有看到問卷中已經索取完畢的說明。
當然這個錯誤就要怪我們當初沒有第一時間直接把問卷關閉。
當天晚上九點,我們還在擬稿的時候,已經有1萬多人申請。
https://imgur.com/RSve559
第四個錯誤:沒有立即處理公關問題
當天晚上寫完稿,22:15在粉絲團發文
https://imgur.com/DQG9QLU
https://imgur.com/ojdrrQC
第五個錯誤:公開訊息只有在品牌自己的渠道發佈是不夠的
前面提過,當時我們品牌粉絲團的人數只有幾百人,
這樣公開訊息只會有幾百人看到,
無法有效和有填寫試用問卷的一萬多人溝通。
現在回想起來,
當時的情況是我們自顧自的在粉絲團公告限量的資訊,
而許多人仍然持續填寫著試用的問卷,
試用申請人數仍然在增加,
一直到最後我們將問卷關閉的時候,
試用申請總人數是1萬4000人。
6/23 我們寄出2000份的試用包,在粉絲團上公告。
https://imgur.com/ZsJzyqp
7/1 有版友詢問大家是否有收到試用包了,因為她還沒收到。
https://imgur.com/MF2hO38
然後這篇文章的推文就爆了。
https://imgur.com/gCLcdD7
可以想見,有一萬多人填寫了試用申請,
等了半個月還沒收到,才發現有限量2000份這一回事,
當然怒啊!
那幾天真的很難熬,看了網友的留言,我心裡都在流眼淚…
https://imgur.com/pL2kPgt
隔天7/2晚上,我在版上發了一篇道歉文,被噓成X9
這和第三個錯誤是一樣的問題:沒有在第一時間給出合適的補償措施
這也讓我們了解到,遇上這樣的公關危機的問題,
不要以為道歉就可以了事,
一定要拿出合適的補償措施,並勇於承認錯誤。
隔天7/3號,我們在PTT以及粉絲團公告,
https://imgur.com/14huOIp
https://imgur.com/ffmxGbT
我們決定提供所有申請人總計1萬4千人份試用包,
同時已經緊急向試用包包裝工廠下訂。
儘管如此,仍然有網友不滿要求刪除之前申請試用的個資,
也有網友質疑我們處理方式像是『擠牙膏』。
那為什麼我們不一開始就提供所有人試用包呢?
原因一:試用包製造時間太長
原因二:成本負擔太大
關於試用包製造時間太長,
我們產品試用包的製造時間最少需要1.5個月,
主要來自於包裝的工廠製造需要排期,
工廠排期30個工作日是很正常的事,
這還沒有包括包裝製造完成後,
我們需要將產品分裝到每一個試用包包裝所需的時間。
成本的部分,一份試用包平信不掛號的郵資要24元,
光是1萬4千份試用包郵局寄出的運費就要33萬,
不包括將一萬多份試用包運到郵局的費用。
除了運費,還有郵寄紙盒、DM、產品外包裝、產品成本、分裝產品的工錢…。
一份試用包的總成本超過60元,這一次試用包活動就花了近百萬。
https://imgur.com/fkEg0Dz
一百萬對於一個新創公司是什麼概念?
一百萬可以維持新創公司一年最基本的人事開銷、
一百萬可以找產品代言人、
一百萬是小品牌一年行銷預算的好幾倍。
這一個的決定,
對於三十日一個剛起步的品牌來說,是很艱難的決定。
最後總結事件過程中我們犯下的五個錯誤:
第一個錯誤:沒有在試用申請加上『限量』
第二個錯誤:沒有在第一時間關閉試用申請的問卷
第三個錯誤:沒有在第一時間給出合適的補償措施
第四個錯誤:沒有立即處理公關問題
第五個錯誤:公開訊息只有在品牌自己的渠道發佈是不夠的
關於這次公關事件危機處理,我們歸納出以下四點心得:
https://imgur.com/Wr6OpFX
1.立即處理、立即回應
現在的網路社群,消息傳播速度非常快,
因此強調立即指的是事情發生的1-2個小時內,
立即處理並且立即回應。
2.多渠道溝通、清楚傳達訊息
不要只在品牌自己的網站、粉絲團公告消息,
必須將品牌要溝通的訊息,盡可能利用每個一個渠道進行溝通,
事件相關論壇如PTT、品牌自媒體如粉絲團,
即時逐一回覆每一個網友的留言,並且清楚傳遞訊息。
3.勇於承認錯誤、承擔責任
誠實承認錯誤,並且要能控制後續的發展,
必須站在消費者的角度思考,提出消費者能夠接受的方案。
4.冷靜面對
不出現情緒性的行為與文字,
預先思考幾天後或幾週後事件的發展,規劃下一步,才能有效控制危機。
謝謝你耐心的看到這裡,
我們從這一次的事件當中學到很多。
謝謝大家在這一次事件給予我們的建議、指正與鼓勵,
我們將記取這次教訓,未來要努力做的更好,
也分享完整事件給大家作參考。
--
我是三十日衛生棉試用包活動負責人 thethethe。
這次試用活動已經告一段落,
我們有注意到推文中有少數人反應還是沒有收到試用包,
如果你是當初有申請填寫但是還沒收到試用包的人,
歡迎來信告知當初填寫的資料,我這邊會協助查詢並且補寄。
Email: [email protected]
可能的原因有幾種:
1. 包裹太大被放在門口被人拿走了
2. 填寫資訊有問題被郵局退件了(我們真的收到不少被退回的試用包)
3. 其他
這一次事件真的讓我們學到很多,
很謝謝大家的建議與鼓勵,也願意給我們一個補正的機會。
我想將這次事件的心路歷程與學到的東西分享給大家。
特別是從事品牌/公關/創業相關的工作朋友們,
能夠避免犯下類似的錯誤。
- - - 以 下 文 長 - - -
事件起源:
今年六月底,在產品正式上市前,
我們做了一次免費試用申請的活動,
我們相信親身體驗是對產品最好的見證,
因此投入十幾萬的試用活動預算,
結果換來網友們大量的怒罵並認為我們是一間騙個資的公司。
『怎麼會這樣?』
事情發生後,我每天都在問自己。
我們犯下的第一個錯誤是:沒有在試用申請加上『限量』
在試用包申請的問卷上,
我們沒有加上『限量』二字,這是我們一個很大的疏失。
當時三十日粉絲團只有幾百人,
而我們準備了超過1500份(實際是2000份)的試用包,
因此儘管團隊夥伴曾經向我善意的提醒,
但天真的我仍認為不需要加上限量二字。
https://imgur.com/a/Knuma
然後就爆炸了。
6/10 晚上9點,我們開始試用包申請。
https://imgur.com/SGJApJy
6/13 下午17點,
我們赫然發現試用包申請人數突然暴增高達5千多人。
https://imgur.com/9mYhiY7
這時我還不知道接下來事情會變得如此嚴重,
以為我們品牌原來有這麼多人關注,偷偷地開心了一下。
同時也開始思考處理的方式,並且擬稿,
預計於當天晚上在粉絲團發佈訊息,
宣布我們僅準備2000份試用包,
問卷內容也在當天從免費試用包申請的說明,改為『額外折扣碼申請』。
第二個錯誤:沒有在第一時間關閉試用申請的問卷
為什麼會犯下這樣的錯誤呢?
當時我們以為,雖然已經沒有多的試用包可以提供給更多人,
但這些申請的人對於我們的產品是很有興趣的,
我們可以提供給大家除了上市優惠之外再打9折的折扣碼,作為回饋,
因此我們只有修改問卷,沒有關閉問卷。
(OS:人家要產品試用包,你給折扣碼?還9折?腦袋燒壞了?)
第三個錯誤:沒有在第一時間給出合適的補償措施
在當天下午,在版上有了一篇分享三十日試用包索取的資訊。
https://imgur.com/eGD49Uf
問卷的數量開始暴增,
儘管我們後來在問卷中增加了目前已經沒有試用包可以索取的說明,
但是填寫問卷的人仍然源源不絕,
也可能是沒有看到問卷中已經索取完畢的說明。
當然這個錯誤就要怪我們當初沒有第一時間直接把問卷關閉。
當天晚上九點,我們還在擬稿的時候,已經有1萬多人申請。
https://imgur.com/RSve559
第四個錯誤:沒有立即處理公關問題
當天晚上寫完稿,22:15在粉絲團發文
https://imgur.com/DQG9QLU
https://imgur.com/ojdrrQC
第五個錯誤:公開訊息只有在品牌自己的渠道發佈是不夠的
前面提過,當時我們品牌粉絲團的人數只有幾百人,
這樣公開訊息只會有幾百人看到,
無法有效和有填寫試用問卷的一萬多人溝通。
現在回想起來,
當時的情況是我們自顧自的在粉絲團公告限量的資訊,
而許多人仍然持續填寫著試用的問卷,
試用申請人數仍然在增加,
一直到最後我們將問卷關閉的時候,
試用申請總人數是1萬4000人。
6/23 我們寄出2000份的試用包,在粉絲團上公告。
https://imgur.com/ZsJzyqp
7/1 有版友詢問大家是否有收到試用包了,因為她還沒收到。
https://imgur.com/MF2hO38
然後這篇文章的推文就爆了。
https://imgur.com/gCLcdD7
可以想見,有一萬多人填寫了試用申請,
等了半個月還沒收到,才發現有限量2000份這一回事,
當然怒啊!
那幾天真的很難熬,看了網友的留言,我心裡都在流眼淚…
https://imgur.com/pL2kPgt
隔天7/2晚上,我在版上發了一篇道歉文,被噓成X9
這和第三個錯誤是一樣的問題:沒有在第一時間給出合適的補償措施
這也讓我們了解到,遇上這樣的公關危機的問題,
不要以為道歉就可以了事,
一定要拿出合適的補償措施,並勇於承認錯誤。
隔天7/3號,我們在PTT以及粉絲團公告,
https://imgur.com/14huOIp
https://imgur.com/ffmxGbT
我們決定提供所有申請人總計1萬4千人份試用包,
同時已經緊急向試用包包裝工廠下訂。
儘管如此,仍然有網友不滿要求刪除之前申請試用的個資,
也有網友質疑我們處理方式像是『擠牙膏』。
那為什麼我們不一開始就提供所有人試用包呢?
原因一:試用包製造時間太長
原因二:成本負擔太大
關於試用包製造時間太長,
我們產品試用包的製造時間最少需要1.5個月,
主要來自於包裝的工廠製造需要排期,
工廠排期30個工作日是很正常的事,
這還沒有包括包裝製造完成後,
我們需要將產品分裝到每一個試用包包裝所需的時間。
成本的部分,一份試用包平信不掛號的郵資要24元,
光是1萬4千份試用包郵局寄出的運費就要33萬,
不包括將一萬多份試用包運到郵局的費用。
除了運費,還有郵寄紙盒、DM、產品外包裝、產品成本、分裝產品的工錢…。
一份試用包的總成本超過60元,這一次試用包活動就花了近百萬。
https://imgur.com/fkEg0Dz
一百萬對於一個新創公司是什麼概念?
一百萬可以維持新創公司一年最基本的人事開銷、
一百萬可以找產品代言人、
一百萬是小品牌一年行銷預算的好幾倍。
這一個的決定,
對於三十日一個剛起步的品牌來說,是很艱難的決定。
最後總結事件過程中我們犯下的五個錯誤:
第一個錯誤:沒有在試用申請加上『限量』
第二個錯誤:沒有在第一時間關閉試用申請的問卷
第三個錯誤:沒有在第一時間給出合適的補償措施
第四個錯誤:沒有立即處理公關問題
第五個錯誤:公開訊息只有在品牌自己的渠道發佈是不夠的
關於這次公關事件危機處理,我們歸納出以下四點心得:
https://imgur.com/Wr6OpFX
1.立即處理、立即回應
現在的網路社群,消息傳播速度非常快,
因此強調立即指的是事情發生的1-2個小時內,
立即處理並且立即回應。
2.多渠道溝通、清楚傳達訊息
不要只在品牌自己的網站、粉絲團公告消息,
必須將品牌要溝通的訊息,盡可能利用每個一個渠道進行溝通,
事件相關論壇如PTT、品牌自媒體如粉絲團,
即時逐一回覆每一個網友的留言,並且清楚傳遞訊息。
3.勇於承認錯誤、承擔責任
誠實承認錯誤,並且要能控制後續的發展,
必須站在消費者的角度思考,提出消費者能夠接受的方案。
4.冷靜面對
不出現情緒性的行為與文字,
預先思考幾天後或幾週後事件的發展,規劃下一步,才能有效控制危機。
謝謝你耐心的看到這裡,
我們從這一次的事件當中學到很多。
謝謝大家在這一次事件給予我們的建議、指正與鼓勵,
我們將記取這次教訓,未來要努力做的更好,
也分享完整事件給大家作參考。
--
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By Barb Cronin
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By Liam
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By Isla
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By Dorothy
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By Zenobia
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By Ophelia
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By Delia
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By Catherine
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By Ula
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By Victoria
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By Linda
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By Daph Bay
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at 2019-11-02T23:49
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at 2020-02-16T01:04
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at 2020-03-12T11:06
at 2020-03-12T11:06
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at 2020-03-13T10:36
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at 2020-03-16T17:19
at 2020-03-16T17:19
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at 2020-03-19T03:26
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at 2020-03-20T02:14
at 2020-03-20T02:14
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at 2020-03-24T10:09
at 2020-03-24T10:09
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at 2020-04-23T05:49
at 2020-04-23T05:49
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at 2020-04-26T16:47
at 2020-04-26T16:47
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at 2020-04-26T19:10
at 2020-04-26T19:10
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at 2020-04-30T23:26
at 2020-04-30T23:26
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at 2020-05-03T19:33
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at 2020-05-11T04:01
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at 2020-05-12T19:06
at 2020-05-12T19:06
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at 2020-05-13T10:04
at 2020-05-13T10:04
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at 2020-05-16T00:06
at 2020-05-16T00:06
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at 2020-05-20T16:41
at 2020-05-20T16:41
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at 2020-05-20T21:35
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at 2020-05-21T10:49
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at 2020-05-25T20:15
at 2020-05-25T20:15
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at 2020-05-30T19:04
at 2020-05-30T19:04
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at 2020-05-31T01:30
at 2020-05-31T01:30
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at 2020-06-04T17:23
at 2020-06-04T17:23
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at 2020-06-04T19:21
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at 2020-06-05T11:10
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at 2020-06-08T18:30
at 2020-06-08T18:30
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at 2020-06-11T15:15
at 2020-06-11T15:15
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at 2020-06-12T12:11
at 2020-06-12T12:11
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at 2020-06-13T05:05
at 2020-06-13T05:05
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at 2020-06-17T08:14
at 2020-06-17T08:14
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at 2020-06-20T11:54
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at 2020-06-20T22:48
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