We have an amazing example of a Public Relations blunder by Ocean Marketing when a customer e-mails in a question about the delivery date of their Avenger video game controller, pictured below.
Now some of you might not be familiar with the Avenger video game controller. It's actually an interesting product. Video games today are so complex that sometimes you will have to hit two or three button combinations to perform different actions. For people with arthritis or physical disabilities this can be a difficult task. The Avenger hooks onto a normal video game controller and pushing just one button hits the different button combinations, and of course it can be used by everyone else just looking to improve their performance.
The company behind the Avenger controller (N-Control) took preorders at full price and then were unable to meet their delivery date of 'early December.' Now I'm sure you can imagine that most people who ordered one of these controllers for early December, was going to give it as a holiday present.
Now in this situation where a product is delayed, the PR person is going to field a lot of calls and e-mails and has to stay ahead of the curve. You want to keep the customers happy and returning for more, without customers you don't have a business.
One piece of advice that I was given was to always remember 'You may have been asked this question a million times, but this is the first time that individual has asked it.' You may be tired of fielding questions on why a product is late, a deadline isn't met, when an announcement will be made, but always remember that this is the first time this customer has asked the question and you always have to treat them with respect.
When one customer e-mailed in to Ocean Marketing, he got a lot more than he expected and none of it was respect.
*Personal information and names have been removed from the following e-mails.
From: DaveTo: Ocean MarketingDec 16, 2011, at 1:34 PMI ordered 2 of the upcoming PS3 controllers (invoice xxxxxxxxx—Nov 3, 2011). Any chance of getting an update of when these items will ship? I’m not really happy about being forced to pay upfront then have the advertised date of “Early December” be completely missed without any sort of update on availability. I really need one of them for a X-mas present as well. Anyways, looking forward to finally using one of these bad boys. Thanks and happy holidays.-DaveFrom: Ocean MarketingTo: DaveDec 16, 2011 2:45 PMDec 17- PaulFrom: DaveTo: Ocean MarketingDec 19, 2011, at 11:02 AMThanks for the reply Paul. Can you clarify whether my particular order already sent or if Dec 17 was the first day shipments went out? I have not received any sort of shipping confirmation email or tracking information.From: Ocean MarketingTo: DaveDec 19, 2011 11:21 AMThey still haven’t shipped yet on the way here from china
From: Dave
To: Ocean Marketing
Dec 20, 2011 4:29 PM
So then delivery to customer doors by December 24th is no longer likely correct? Do you have an estimated date of when units will arrive in California? Thanks.
From: Ocean Marketing
To: Dave
Dec 20, 2011 5:11 PM
They are in the USA now in customs so its wither before or after Christmas.
It's not uncommon for people in Public Relations to receive questions on any part of a business. Normally you track down a subject matter expert (often called 'smees') and forward on their answer with some quantitative into.
Something along the lines of:
Dear Mr. XXXX,
I spoke with the shipping department, they relayed the following information.
"The product still has not shipped, it's on it's way here from China and will probably arrive in the US around Dec. 17"
I am very sorry for the delay, I've linked a web site where you can track your order and if you have any questions feel free to contact by e-mail or phone at (XXX) XXX-XXXX.
A little empathy can go a long way. Unfortunately this is not what Ocean Marketing decided to do, they decided to try a different tactic.
From: Dave
To: Ocean Marketing
Dec 26, 2011, at 9:47 AM
I noticed the updated info on the webpage, and I don't understand why there is absolutely no benefit given to those like me who have already ordered, and paid their money. You've had my money interest free for nearly two months, yet now ANY new order will get $10 off....meaning I should just cancel my order for 2 controllers, get my money back, then re-order.
My other questions is regarding item compatibility. Ocean Marketing seems to be involved with the Xtendplay controller holder, so I was wondering if the Avenger N-Controller can be used in conjunction with the Xtendplay (for both Xbox and PS3)? Thanks
From: Ocean Marketing
To: Dave
Dec 26, 2011 10:14 AM
Yes it can be used with xtend play if you remove the stand and no one is allowed to cancel and re order if we catch anyone doing it we will simply just cancel your order all together and you can buy it retail somewhere else.
Things happen in manufacturing if your unhappy you have 7 days from the day your item ships for a refund. You placed a pre order just like any software title the gets a date moved due to the tweaks and bugs not being worked out and GameStop or any other place holds your cash and im sure you don't complain to activision or epic games so put on your big boy hat and wait it out like everyone else. The benefit is a token of our appreaciation for everyone no one is special including you or any first time buyer . Feel free to cancel we need the units were back ordered 11,000 units so your 2 will be gone fast. Maybe I'll put them on eBay for 150.00 myself. Have a good day Dan.
Now Ocean Marketing is correct, software preordered from Gamestop or any other video game store could be delayed and you would have to wait. The catch is that most software preordered from those kinds of stores only require a $5 down payment and not the full purchase price in advance. Plus Gamestop has never offered a discount to people after preorders have been taken and before the item is put out on shelves.
Here is what they should have said:
Sir,
If you cancel your preorder and put in a new order, that would push you to the bottom of the waiting list. Before you do anything like that, let me talk with our sales department and see what we can work out. You've been very patient in waiting for our product, I'd hate for anything to happen to delay you further.
You want customers to know that you are on their side. You job as Public Relations is to build a positive relationship between your company and the public, it's blatantly right there in the job title. Now Ocean Marketing might think that they are safe to insult a customer and tell them to 'put on their big boy pants' and threaten to sell the customers paid for property because they are having an e-mail conversation, they aren't on their Google+ account, facebook page or twitter account, so they can say whatever they want, right? Ocean Marketing is about to quickly learn just how wrong this philosophy is.
Dave took this opportunity to Courtesy Copy his next e-mail to a large chunk of the gaming community, including a fairly popular webcomic www.penny-arcade.com. For those unfamiliar with Penny Arcade, they run a video game expo and a charity that donates video games and systems to childrens hospitals across the country. Not only that, but they're not afraid to stir it up with people that are putting the video game industry in a bad light. They had a somewhat famous back and forth with lawyer Jack Thompson who was trying to blame nearly every act of violence in the world on video games.
Okay, I supervise four troops in the military. If any of them ever sent an e-mail like this I would read them the riot act once for the tone of disrespect to a customer and then once again for their spelling and grammar. If you are in Public Relations you need to take a serious amount of pride in your communications, even if you think no one else will read them. It nearly ruins my entire day when I send out an e-mail and later notice that I used the wrong 'your' or 'there' and especially if there is a typo.
From: Dave
To: Ocean Marketing
Dec 26, 2011 12:11 PM
Then cancel my order if you want to. I'm making a legitimate complaint about your poor communication and you're the one stooping to childish levels, a patronizing attitude, and threats. Hell you can't even get the spelling of my name right.
And Gamespot pre-orders...wow what a terrible comparison. Retailers take a couple dollars IF THAT for you to guarantee your game availability on the release date, whatever that is. That's the understanding and that's what you get. Plus, I don't have to complain to Activision or Epic games about these issues because they're usually not missing the street dates for their AAA titles.
Now let's take YOUR situation:
1) You've promised a new product based off the design for an existing, working product
2) For the longest time, you've stated on your website (your failure to update regularly is another issue) the initial/special/limited batch of your new product by early December, obviously in time for the all-important holiday gift-giving season. I and thousands of other customers GIVE YOU OUR MONEY, INTEREST FREE on the promises you made online.
3) I reach out to you, on Dec 16 (AFTER you have FAILED TO MEET YOUR ADVERTISED DEADLINE AND FAILED TO COMMUNICATE TO ANYONE WHAT THE SITUATION IS) obviously a little frustrated but more curious about when I and other customers can expect the product we paid for.
4) Your reply to me is a cryptic "Dec 17" with absolutely no explanation of what that means. In the mean time you having been using funds from pre-paid customers to complete Research & Development, product redesigns, and manufacturing mis-steps.
5) You force me to follow-up with an email asking for clarification about what "Dec 17" means since the day has passed and I have yet to receive any new information about my order. Now you instead of ANSWERING MY QUESTION OF WHAT THE NEW DELIVERY DATE IS, you tell me the goods have yet to leave China... Why are you telling me this? I'm not your employee I'm your goddamn customer! TELL ME WHAT THAT MEANS IN TERMS OF MY TIME AND WHEN I CAN EXPECT MY PRODUCT I PAID FOR.
6) So great...I have to email you AGAIN trying to get a CLEAR answer from you whether a Dec 24th delivery date is possible and if not, what the new date is. Rinse & repeat: You give me an update of the delivery process (wow, thanks...you haven't told me anything I don't know about the order of international shipping procedures) but instead say "...so its wither before or after Christmas." WHAT THE HELL DOES THAT MEAN? GIVE ME A DATE!? One that you're actually going to follow, because I already see "late Nov to early Dec"; "Dec 17"; and now "CHRISTMAS" in my rear-view mirror.
7) So I guess what's left for me to do but just wait? Oh but what's this, you've updated your website...Ok at least you've clarified the dates more, I can expect my controller my latest first week of January. But now as a "token of our appreciation" to all your "loyal customers" (you mean like customers who put up cash for you hold an use?) you're giving a $10 coupon. Let me get this straight...so you held my money interest free for 2 months to help bring this product to market, and now some new customer can place an order and pay $10 less than what I paid? You have financially penalized me in two ways for being a "LOYAL CUSTOMER."
I'm SURE you're getting tons of other inquiries and I'm sure you're not enjoying the fact that your product is not out when you wanted it to be. I and everyone else understands that "sh*t happens," but if you want us to be understanding of that, then you need to keep us in the loop. You've already set yourself up for failure by making explicit promises that aren't even "likely" given that the design and manufacturing are still be refined. Then you make sure you're going to fail by actually taking all of our money, Not just a little bit....THE WHOLE F*CKIN BEEFALO. Why wouldn't we trust that you're going to deliver our merchandise on time? Besides...it's based off an existing product so how hard can it be? Well as your youtube video shows, making any consumer device is hard and requires many iterations and improvements. But I'm not going to apologize for holding your feet to the fire. You created these expectations by acting like the release was already a done deal and by hiding the fact that it was faaaar from it.
I want my two n-controllers. I 1) PAID FOR THEM 2) WAITED 3) DEALT WITH YOUR UNHELPFUL ASS. I also didn't want to feel like my trust and loyalty as a customer was being abused and then actually punished in comparison to other customers. But I guess we can't have it all... so right now I'll settle for getting my merchandise and hopefully never having to deal with you again. I've spent enough time writing this email which I hope you gain some insight from. If you actually do want to screw me over by not fulfilling my order, then I assure you be hearing more from me or people representing me.
You show a surprising lack of business polish for someone who's quite established, AND an lack of awareness of your customer base: Hardcore gamers. We're a demanding, vocal customer but the flip side is we're loyal and eager to spend. It's lucky for you that I really want this product because it seems really deliver on making the gaming experience more effective and enjoyable. Hell, I want to combine the aventer-controller with the xtend play to make the ugliest, most comfortable, most awesome controller ever. And I'll still buy the xtend, so let that be a testament to your products, the rise above your poor representation.
-DAVE with a V
p.s. You look really douchy be having one youtube video complaining about the noise of traffic next to your home and then another video showing off your obnoxiously loud rice rocket (which is nice, I gotta hand it ya).
p.p.s. Welcome to the internet, bitch. That's how I roll.
From: Ocean Marketing
To: Dave
Dec 26, 2011 2:19 PM
LOL Thanks for the Free PR I know the Editor N Chief of Kotaku , IGN , Engadget I'll be meeting them at CES .The noise complaint was for people high up on the food chain in a corporate world of real estate you have no clue about. Thanks for the Rice Rocket Compliment too love me some motorcycle . Send that over to Engadget you look like a complete moron swearing and sending your customer service complaints to a magazine as if they will post it or even pay attention do you think you're the first or the last what are they going to do demand us to tell you were your shipment is or ask for a refund on your behalf ... Really ... Welcome to the Internet ? Son Im 38 I wwebsite as on the internet when you were a sperm in your daddys balls and before it was the internet, thanks for the welcome to message wurd up. Grow up you look like a complete child bro. I Don't have my controller so im gonna cry to the world ... Really ?? Hey take that free time and do something more productive. All you had to do was check the like everyone else , people have inquired but you're the douchiest of them all J
To all our pre-order customers looking for information on the status of their orders after a busy couple of months The PS3 Avengers are on their way from our Manufacturing plant overseas. We are aware that everyone is anticipating having their Avengers under their Christmas Tree and were doing our best to get these orders shipped out as fast as possible. We appreciate you as loyal customers and for supporting our company. Customers will start receiving their products this week before Christmas and After Christmas and into the New Year. As a token of our appreciation we are offering all our pre-order customers and new customers 10$ off your next order with us just enter Avenger1001 at Checkout. Thank you and Happy Holidays!
Oh and FYI When a street date gets pushed by a publisher on a video game you pre ordered do you cry to them too ?
You just got told bitch ... welcome to the real internet check kotaku in 2 weeks when they are reviewing free PS3 Avengers we send them as well as G4 and all the other majors hell yeah , don't forget to check Amazon, gamestop.com, play n trade , Myers , Frys and a ton of other local stores coming your way you think you speak for billions son your just a kid you speak for yourself no one cares what you think that's why were growing and moving 20-50 thousand controllers a month. We do value our customers but sometimes we get children like you we just have to put you in the corner with your im stupid hat on. See you at CES , E3 , Pax East ....? Oh wait you have to ask mom and pa dukes your not an industry professional and you have no money on snap you just got told.
The Pax East comment gets my attention and I decide to engage. I tend to have a calming effect on these sorts of arguments.
-Gabe
Ocean Marketing is about to find out just how many people can read a private e-mail.
Mike Krahulik is one half of the team that creates and runs the previously mentioned Penny Arcade webcomic, and the Penny Arcade Expo (PAX) and he is about to unleash the full power of the followers on his web site upon Ocean Marketing.
Now Ocean Marketing says they love PR. I have seen no proof of this in any of their messages so far. Everything I've seen from them is an embarrassment to the career. He's about to learn how little love he has for PR because the situation quickly went viral.
From: Mike Krahulik
To: Dave, Ocean Marketing
Dec 26, 2011 at 8:45 PM
Holy shit this is unbelievable. Dave, if this guy has a booth at Pax east we will cancel it.
From: Dave
To: Mike Krahulik
Dec 26, 2011 at 8:53 PM
Hey thanks Mike. It's truly a shame because I think this device is great for gamers with disabilities and problems. I think of Child's Play and if anyone's gonna need greater accessibility when using complicated gamepads...it's sick kids! Shit man, I'm really gonna feel bad if I think that sick children may somewhere down the line have fewer avenger controllers because I got into a pissing match with a sad old man. Please don't cancel their booth on my account. As much as I hate this asshole, I still WANT his product and think it should be out there. GAH, I wish I was in a position to make a competing product to really stick it to guy.
From: Ocean Marketing
To: Mike Krahulik
Dec 26, 2011 at 8:54 PM
Hey Mikey,
We're not renting a booth at pax east this year , bigger and better shows to be at we got nothing from the show . Oh so you know this guy has sold over 500 thousand dollars of product in Dec and is my main distribution arm landing us in GameStop , fry's , Myers , Best buy , Activision , MLG , play N trade and a lot more . Were in 6 countries and you're not going to take my money for a booth that's a crock I can guarantee I'll get a booth if I want one money buys a lot and connections go even further. He's a native Bostonian from Little Italy . Who are you again ?
Oh Teh Noes!
-Gabe
From: Mike Krahulik
To: Ocean Marketing
Dec 26, 2011 at 9:08 PM
I am mike krahulik, Pax is my show. Feel free to google me=) I can promise you that you will never have space at any future Pax event.
From: Ocean Marketing
To: Mike Krahulik
Dec 26, 2011 at 9:33 PM
OK Mike whatever you say lol , are you sure hour not in Boston I spoke to the person who ran the show in Boston last year. If you let some little kid influence you over a pre order then we don't want to be a your show ,Ill be on the floor anyway so come find me , I'm born and raised in Boston I know the people who run the city inside and out watch the way you talk to people you never know who they know it's a small industry and everyone knows everyone. Your acting like a douchbag not that it matters pax east pax west , e3 , CES , Gamer Con , SSXW ,Comic Con, Germany I'm all over the place. If we want to be there we will be there with industry badges or with a booth you think I can't team up with turtle beach , Callibur or Koy Christmas , I can't get Kevin Kelly to pull some strings or G4 , Paul Eibler Ex CEO of take 2 , Rich Larocco Konami , Cliff Blizinski Epic who were working with on a gears version , Activision who were working with on a MW3 and Spider man Bundle , The Convention Center Owners themselves , Mayor of Boston come on Bud you run a show that's all you do and lease a center in Cities you have no pull in its all about who you know not what you do. I'll see space where ever I want , with who I want when I want and where I want so many ways around you and so many connections in this industry its silly. Anyway , I have no issue with you Sean Buckley Engadget, Scott Lowe IGN and the list goes on and on. Little kids unhappy with a PRE ORDER starting trouble and you email that to us , he's a customer unless you're his boyfriend then you should side with the company not the customer. Be Careful
From: Mike Krahulik
To: Ocean Marketing
Dec 26, 2011 at 9:40 PM
I do run Pax, but I also run a website called penny arcade. It's kinda popular.
From: Ocean Marketing
To: Mike Krahulik
Dec 26, 2011 at 9:41 PM
Love penny Arcade !!
From: Mike Krahulik
To: Ocean Marketing
Dec 26, 2011 at 9:42 PM
I'm glad you like it! You will be on it tomorrow
From: Ocean Marketing
To: Mike Krahulik
Dec 26, 2011 at 9:46 PM
Great !! Love PR
The story began appearing all over social media and the Ocean Marketing twitter account, for some reason mispelled as @OceanMarketting even though the correct spelling was available, started to explode with negative comments.
Now a good PR person can still pull this out of fire. It would be really hard, but it can be done. You have to regain the publics trust that you are a professional and know what you are doing.
What did Ocean Marketing do? They closed their twitter account and opened a new one, once again misspelling Ocean Strategy. Others took the correct spelling of the accounts and continued to spread the message and used it to highlight just how bad at PR Ocean Marketing really was.
It would only go downhill from there as Ocean Marketing would impersonate the president of the company to try and stick up for him. The company was fired and the controller company was left trying to clean up the mess.
All it took was a little respect and empathy for a customer from a person who claimed to love PR. Instead Ocean Marketing learned that no communication is private and hopefully others will learn from their example.
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