Volkswagen cannot possibly survive the emissions scandal unscathed

The emissions scandal surrounding the battered car manufacturer, Volkswagen, will hit such heights that the brand will be unlikely to survive as it is today, it will have to change.

It’s been about ten days now since the use of a “defeat device” by VW to cheat emissions tests around the work surfaced, in that time we have learnt that over 11m vehicles are affected which in turn have been spewing millions of tonnes of emissions and poisonous gases into the atmosphere.

Their CEO has already gone, and at the moment three other senior executive are under investigation, all their brands have been implemented and it will cost them £billions to sort out.

Not only will they have to recall all of their cars for fixing, but they have fines coming out of their ears and VW owners are clamouring for compensation.

Volkswagen had one of the strongest brands in the auto industry before all this, so what is likely to happen to it?

The brand impact

Volkswagen were a trusted brand, but the admission that they purposely cheated the emission tests to con the car industry and consumers will hurt them badly, VW deliberately set out to break the law.

On a positive note, it looks like consumers still some faith in the brand as retailers in the UK haven’t noticed any major dip in the public looking to purchase the brand, although now we know for a fact that this isn't just a US problem and we have 1.2m of these vehicles in the UK – this may change.

But experts do expect sales to decline considerably.

So can Volkswagen survive?

Volkswagen has promised to spend at least £4.7bn to help “restoring consumer trust” in the brands they control, my gut feeling is that they need considerably more than this.

In a statement the brand said its “top priority” was to avert damage to customers and it will inform the public constantly and transparently on further progress.  They want to win back trust and credibility.

But whilst the Volkswagen brand is unlikely to die as a result, it’s not impossible that it could disappear!

What is more likely is that the country could be restructured and broken up, some of its brands could be sold off.  The global fines could be anywhere between £15bn and £25bn – selling off parts of the business could help the Group to recoup much of that money.

It could turn into a case of not just protecting the brand, but protecting the car business from going under!

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Learn from Politicians!

In the UK the local elections are happening this week, so it gives us an opportunity to take a leaf out of our MPs' books and raise the profile of your business and website?

Just like our politicians, you too can build a professional online brand and profile for your business with some very simple tips; and changing the way your website portrays and promotes you could do wondered for your sales too!

The Personal Statement

Just like the political parties your business should employ a personal statement. Your personal statement and the way your present it on your web site is critical as this is one of the first ‘things’ that a visitor who doesn't know you very well will seek out (whether they are aware of it or not!), and it has the added benefit of helping them understand more about your business.

Your company's personal statement simply needs to be the top 2-3 things that you want your visitors to know about your business, they should show how you can help your prospects.

For example, you might want your visitors to be aware of your huge selection of products, the fact that you are an award winner, your customer service stats, your low prices etc – whatever it is that you think your market will go wild over and that you can satisfy.

Once you've decided on what your business personal statement should be you need to ensure that it is easily and quickly seen on your site. Are these 2-3 statements obvious on your site? Are they mentioned at all or hidden in your navigation?

Put them to your homepage and make them easily viable throughout your site.

Your Professional Profile

You only need to take a quick look at any of the political parties web sites to see what views, experience and values their leader has.
You can find out about their history, achievements, what they stand for and how they believe that they can personally help you.

Does your site portray its top Directors in the same way? Is it easy to find out about them, what skills, experience and background they have, and what they think that they can do for your prospects?

If you don’t talk about the top people in your business then you are missing a trick; research constantly shows that the “About Us” pages are usually one of the top pages that prospects visit on your site and these pages can help sell yourself and your business if done correctly.

Say what you want about our political system, the parties and politicians, they do know how to promote themselves and how to get us following them and believing in them, and by following these simple tips you will be able to better promote your site and make you more appealing to your prospects.

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3 minutes to a better website

There are a couple of things that websites MUST DO.

1. Visitors MUST be able to understand instantly what products/services you provide. 
2. Visitors MUST be able to find products or services to buy from you. 
3. Visitors MUST be able to understand your value proposition 

MINUTE 1:

Choose a close friend; choose someone who isn't close to your business.
Get them to look at your website and get them to write down what product/service they think you provide.
They have 1 minute to complete this task.

MINUTE 2:

Choose another friend; again, someone who isn’t close to your business.
Give them 4-5 products of yours to find and see if they can easily find them on your website.
They have 1 minute to complete this task.

MINUTE 3:

This is about your Value Proposition.

A Value Proposition helps you to connect to your customers; it says to them ‘we know you’, ‘we know what you’re looking for’. It’s the value proposition that makes them love you and your products. A good value proposition explains how you can solve your prospects problems, it tells your prospects why they should buy from you.

Choose yet another friend; again, someone who isn’t close to your business.
Get them to look at your website and get them to write down 3-4 reasons why they think they should buy from you.
They have 1 minute to complete this task.

You're done!

OK, that’s your 3 minutes. Take a look at the results and see if it tells you anything.

• Is your offering obvious?
• Can people find your products/services easily?
• Are reasons obvious as to why visitors should buy from you? 

The answers to these questions should help you to amend your website to make it more relevant to your visitors.

Good luck

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Killer Social Media Strategies

Social media allows businesses both large and small to have a lot of impact and power, here are just a small number of things that you can do.

1. Q&A's

Social media has been developed to engage with your potential customers and customers alike, but may businesses have no idea how to do this easily.  The best way is to hold scheduled Q&A sessions – let your Followers and Fans alike ask you anything they want about your business, products and services.  You may even quickly discover problem areas or new product ideas; this approach will also do wonders for your brand too.

2. Solve Problems

By doing regular searches for your brand name, product/services or market sector you will quickly discover people who are asking questions on Social Media platforms about things that you should be an expert in. 

Respond to them, answer their questions; don’t answer with your sales hat on unless the question specifically warrant you suggesting your companies services but try to answer with your customer services hat on.

In fact this approach goes beyond traditional customer services and you’ll be seen as active within the wider community; this is huge for your brand.

3. Promotions/Offers and Competitions

You will have lots of loyal Followers/Fans, and it’s nice if you can reward then from time to time for being there for you.  Give special offers, promote events, provide competitions – anything to further your engagement with your market/community.

Give value and you’ll have a Fan for life!

4. Value added links

If you are a business that just provides links to your homepage or your products and services pages then you are missing a huge trick; provide links to useful resources/news items (whether on your site or not); this will continue to add value to your brand and your wider community.

Work SMARTER, not harder!

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Christmas Retail Branding!

Christmas has always been a time for brands to shine, but it seems that the 2012 festive period is somewhat different!

From last year I remember the Morissons ad with Brucie and Freddie; the John Lewis with the kid excited about giving his gift to his parents; Jamie Oliver cooking Sainburys food; Tescos had happy kids on a school stage; Iceland had Stacey Solomon driving home to her family; Argos had their aliens – and all the brands solidly had their respective promise that as a viewer we understood.

Proposition and brands are clearly identifiable; and this is important if they are going to attract lots of business from us shoppers.

Today is very different; John Lewis again went for the snowmen tearjerker and Argos have stuck with the aliens; but to be honest the rest of them have just merged into one brand/message/proposition!  Not sure what Littlesons, M&Burys and Bootalan are offering this year; I'm a very confused viewer and shopper!

Be really interesting to see who the retail winners and losers are this year!

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