Build-A-Bear Workshop’s “pay your age” campaign proved to be too good to be true.
The limited-time-only promotion provided customers with the chance to purchase the stuffed toys, which usually range in price from $20-$35, for the amount of their age.
Only hours after it began, the company cancelled the event due to safety concerns posed by ridiculously long lines and large crowds, with some reports of people waiting in line for up to nine hours.
After leaving customers angry and children disappointed, CEO Sharon Price John described the premature shutdown as “heartbreaking” on The Today Show (Today).
In addition to an authentic apology, John also noted that the “pay your age” promotion will continue all year long with Build-A-Bear’s “Count Your Candles” birthday program, where kids under the age of 14 can “pay their age” for a Birthday Treats bear during their birthday month. Additionally, the company offered discount vouchers valid through the end of August to the disappointed customers who were turned away after waiting in line.
Despite being ready for large crowds due to the promotion with fully staffed stores and fully stocked shelves, the customer response far exceeded the company’s expectations. Extensive media coverage of mobs of kids in tears probably wasn’t what the company had in mind when it decided to promote its birthday program, but from a crisis communications perspective, the company responded well to the debacle.
Specifically, John’s apology on Today will likely be used as a textbook example for PR and crisis management case studies. John’s remarks during the interview were incredibly poised, authentic and forward-thinking. Not to mention, sharing that she is a grandmother gave her the opportunity to genuinely empathize with parents across the nation who know how hard it is when kids get excited about something that doesn’t happen. After apologizing for the mistake and addressing the emotional nature of the pandemonium, she focused on what the company is doing to make it right.
The phrase “there’s no such thing as bad press” is certainly true in today’s media landscape. And if you judge success by column inches, live shots on network television and how much a company is being talked about in the public sphere, then what Build-A-Bear accomplished in terms of earned media is nothing short of incredible. Here are a few takeaways highlighting how Build-A-Bear responded effectively to this PR crisis:
Communicate quickly. In crisis communications, responding quickly with accurate, factual information can help manage a story in a favorable direction. The tone for coverage around any issue is usually set by the first few stories that break within 24 hours following an incident. In this case, the company reacted swiftly and hit the national media with an authentic apology the following day, which certainly set the tone for resulting coverage.
Embrace authenticity and transparency. Mea culpa when necessary. Showing character by apologizing, making wrongs into rights, and moving forward shows good character. John was authentic in her remarks, even pointing out she is a mom of three and empathizing with the parents of disappointed children. She owned the mistake, redirected the conversation to the company’s mission and values, and focused on moving forward.
Have a contingency plan. Even the most thoughtful plans sometimes go awry. While Build-a-Bear did not have one in place for this promotion, the company scrambled to put something together and is honoring a slightly abbreviated version of their original commitment with the discount vouchers and extended promotion.
The Build-A-Bear debacle is an example of how strong brands weather storms, however, what the results of the failed promotion will mean for the company’s reputation with customers in the long run is yet to be seen.