Toyota Blogging Memo, Essay Example

Pages: 1

Words: 424

Essay

Toyota has recently been the subject of negative publicity in the wake of safety issues afflicting Toyota and its Lexus and Prius brands. Even though later independent test studies have proven many of the issues to be overblown, all of us realize that it will take serious work to restore Toyota’s original reputation for quality in the minds of automobile customers. In my opinion, one of the most effective ways to restore consumers’ confidence in Toyota’s reliability is to utilize more avenues of direct communication. I believe that one of the ways to directly engage with the consumers and the industry insiders is to follow the suit of GM’s Co-Chair and Chief Designer, Bob Lutz suit who maintains a regular blog.

Even though Mr. Lutz blog does receive criticism from the industry executives and consumers from time to time, it has also helped GM better understand the industry trends and consumers’ preferences. In addition, it allows Mr. Lutz a greater control over shaping GM’s perceptions in the mind of consumers because there are no intermediaries involved who may distort the message the company may want to send to the consumers. In addition, it also increases consumers’ loyalty because they feel their opinions are listened to. Consumers are also more likely to provide ideas and feedback at the opportunity of communicating with someone in a position of influence within the company.

Besides reaping the above mentioned advantages of maintaining a personal blog, it will also help you gather valuable marketing data and inexpensively. By cultivating personal relationship with the blog visitors, you will build a personal reputation with them and as a result they will be more willing to listen to your official announcements as a company’s spokesperson. You will also have the opportunity to get personal insights from the industry insiders and even if you don’t agree with their ideas, they may point you towards issues you might have missed.

Blogging will also help you collect useful information on the consumers’ style preferences as well as an opportunity to inquire what design elements consumers do or do not find appealing about Toyota’s designs. The company has been criticized for its marketing communication in the wake of safety scandal and this will be a valuable opportunity to demonstrate our commitment to open communication with the consumers and the industry.

I will be glad to meet with you in person to discuss the blogging idea. Should you have any questions and/or comments regarding my recommendations, please feel free to let me know. You may reach me at [email protected] or 111-222-3333.

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