If you are a Netflix user, or are familiar with the service, you may have heard the backlash to their splitting of their two main services offered. This week Netflix finds itself in another PR nightmare that we can learn from as marketers and business owners. Netflix merged their DVD-by-mail service into the newly named, “Qwikster,” is going to be marketed as a new product/service offered. But it appears Netflix did not take the time needed to check the name across popular social media sites, because typing in twitter.com/#!/qwikster will take you to a NSFW, rarely used, personal twitter account. As soon as Netflix announced Qwikster, the twitter account of this young man jumped from 60 followers to more than 3,000 overnight (and still counting).
Was this a hasty naming decision on Netflix’s behalf? It’s possible; and that haste is something you should avoid at all costs when planning to expand your brand or product line. In order to avoid falling into the same PR rough patch that Netflix has found itself in, I’d like to offer you some insight on how important naming your next product truly is.
Strategize!
• What does the product name mean to your company? Does it add meaning to your brand, and even to the product itself?
• Is it too generic? (Think “BrandCo”)
• What sort of feelings or reactions does the name invoke?
• Does it invoke any negative connotations or sounds? (It would help to actually say the name out loud and slowly when answering this).
• Are you planning on taking this brand international? Are there any negative connotations in your key markets abroad with this name?
• Are you planning on giving this new product or service its own campaign? (This requires an entire other strategy that we won’t go into on this blog entry. )
Scout!
• Is the name already taken? It may seem obvious, but even a quick Google search will reveal the answer.
• Is it too close to a similar product?
• Have you thought about domain names for the product, as well as social media handles for Twitter, Facebook, YouTube, Linked in, etc.?
• Are there any problems with handles on social media accounts where you would have to modify the name?
• Is it important for this product or service to have it’s own presence online beyond simply being posted?
Secure!
• Before announcing your product, go ahead and park all of the handles and domain names you think will be necessary (this helps prevent future PR messes and competitor social media interference).
• Does your product/service have its own campaign? Have you finalized the web design and soft launched your site(s)?
• If “yes” for a campaign, have you worked out the kinks on the sites, or have you moved to a point where the kinks will be better managed if publicly launched?
• Prepare yourself for excitement, as well as for backlash, pushback, and doubt to your new product or service.
Even if you find yourself in a situation like Netflix, where social outcry has caused pressure to push the company forward at a faster pace than probably anticipated, it’s best to pause for a moment and focus on the challenges a new product and new product name can bring. Of course, there are always more elements to each strategy, but working from an overview like the one above can help you avoid unexpected messes in the short and long term futures.