When consumer products develop safety issues, a recall is the most efficient and effective way to alert the public of potential dangers. Unfortunately, issuing a recall is only one aspect of keeping consumers safe. Another key aspect is presenting the message in a way they’ll notice.
Researchers from the Penn State Smeal College of Business recently released a study on the effect digital marketing campaigns have on automotive recalls. They found digital campaigns reach a wider range of people than traditional print campaigns, ultimately resulting in greater safety on the roads.
The Safe Cars Save Lives Campaign
Researchers focused on Safe Cars Save Lives, a digital marketing campaign created by the National Highway Traffic Safety Administration (NHTSA). Launched in 2016, the campaign was designed to promote awareness online about automotive-related recalls.
The digital campaign used a variety of methods, including paid ads, keyword targeting, and more. For example, if someone searched for info on a mechanical issue involving their car, the results could include a paid link to the official NHTSA website, listing all current recalls, including those potentially related to the searched-for issue vehicle.
How Effective are Automotive Recalls?
In the US, there are about 900 vehicle recalls each year, affecting upwards of 30 million people. Research has found that, for every percentage point in which recalled vehicles are repaired, vehicle accidents decrease by .46% in the subsequent three years. Fewer accidents result in reduced injuries and fatalities.
Drawing attention to recalls helps save lives, but who is responsible for publicizing the recall? Legally, car manufacturers are required to notify the public of recalls, but in many cases they’re hesitant to go beyond the minimum requirements. Creating extensive awareness of the recall can affect stock prices, create negative publicity, and otherwise have a negative impact on the company.
Traditional vs. Digital Marketing
“Increasing public awareness of vehicle recalls directly improves highway safety, which is why campaigns such as Safe Cars Save Lives are attempting new avenues when it comes to reaching people,” said Jon Ostroff. “Digital, SEO-based strategies are an important part of any public awareness campaign.”
Another key element for increasing the reach of a recall campaign is traditional media coverage, such as stories on the local or national TV news. When a digital campaign was combined with coverage in the popular press, awareness was typically highest.
Final Thoughts
Informing the public about automotive recalls has long-term benefits in the form of reduced accidents, injuries, and fatalities related to driving. While automobile manufacturers are often reluctant to devote extensive resources towards publicizing recalls, the NHTSA and public safety groups have discovered new strategies for increasing awareness. A digital campaign with SEO-based strategies can effectively target vehicle owners who are directly affected by the recall. Plus, the effects of the digital campaign are often amplified by coverage in the mainstream media.
Digital strategies can apply to many areas beyond the automotive industry. Digital campaigns can amplify the reach of recalls for clothing, consumer products, and much more. While ideally defective products never make it to store shelves, embracing new technologies can help avert potential dangers as quickly as possible.
