Creating a blog to promote the new product Peel Microabrasion Vichy is , initially, only that a good strategy poorly implemented. This tool is a great vehicle to reach the public in a more open and dynamic but must accept all comments and absorb a portion of those comments will be negative. That is, with blogs you get a greater interaction with the potential / actual consumer, but inevitably lose some control over the brand. When intended to limit the loss of control through censorship or self-protection, this tool loses its usefulness and turns against you.
This is exactly the problem that was found Vichi: he wanted to take a step in the development of promotional communication systems but at the same time tried to control the image projected in the same way it did in traditional advertising (above the line). This caused the uncertainty of bloggers , which led in turn to loss of confidence in the brand. In this sense and respond to the question of the sentence, it should blogging , only that we must respect the rules.
As for the solutions should give Delphine (Vichy product manager) the problem created enter the following:
1. Cut the situation as soon as possible, posting a message "page under construction" and including a comment that recognize the error and ensure the continuity of the blog, yes, under new conditions, hindering the snowball grow further.
2. Redefine marketing goals: are you using the right tool to reach your target? It is possible that customers of an antiaging cream are not regular readers of blogs.
3. Rethinking the use of the blog: follow the rules, betting on an open and honest communication with blogger and accepting all sorts of criticism.
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