Do you have a warehouse full of products you want to sell? Real or not, a limited supply of your products will increase perceived value. In November, Kellogg Co. announces a waffle shortage due to plant servicing and extended rain.
Nothing Gets Attention Like Announcing A Food Shortage
All you need is a plausible reason, and you may have a social media (viral) marketing hook that increases sales. People want what they cannot get, so expose them in your marketing instead of hiding delays.
Imply that your best customers hoard the limited supply and see sales jump. You may have to increase your production capacity. It’s all part of a carefully crafted shortage.
You could have an unforeseen event. Health inspectors, natural disasters, or global pandemics can legitimately reduce supply. How you forecast materials available in your supply chain may also show a shortage coming.
Help your loyal customers by offering regular pricing while informing them of a price increase. This kind of promotion can be a proactive way to remain strategic in your marketplace.
Work this promotion with your resale channels, but understand the shortage must be temporary. Failure to deliver must be due to demand, uncontrollable circumstances, or part of a marketing effort.
False move here, and your competition will use it against you.
UPDATE: Historic Waffle Shortage Due to Bacteria Listeria Not Flood
The original 2009 waffle shortage was due to bacteria Listeria found in a Georgia Eggo plant (11/18) before the flood closed it. This is an example of how the truth usually gets out.
A better strategic communications strategy would be to announce the proactive closing due to inspection, then gain sympathy with the flood being additional damage. The Atlanta facility was closed in September and October to sanitize the plant.
Shame on Kellogg’s Georgia Eggo plant for not turning this around, as a recall of 4,500 cases resulted from this state inspection. Initial reports rely on flooding as the primary reason for a plant shutdown. At least till investigative reporters browse Georgia Department of Agriculture records.
If you have a problem like this, there are discreet and proactive communication approaches that do not require lying. Listeria is particularly harmful to pregnant women, newborns, and people with weakened immune systems.
It does seem Twitter fans of Eggo were activated around the shortage, which distracts from health problems. CNN Money quickly carried the Eggo shortage “flooding and equipment problems” story. (11/19) Fear sells the value; health records expose the truth.
– Justin Hitt, Strategic communications consultant
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Updated April 20, 2021; Posted November 18, 2009.
