|
Several recent examples come to mind. The earthquake and subsequent tsunami in Japan initially caused shock and an immediate “how can we help?” response. From a business perspective, the next logical reaction for any firm doing business with Japan had to be “how will this impact our business?” Firms that utilize electronic goods in their equipment (cars, laptops, iPads, etc.) immediately have a supply challenge. And if I can’t provide the goods to sell, why would I spend millions to advertise them?
The string of tornadoes and storms that hit the US in April caused another “ripple” in business and marketing plans. Many consumers in the impacted areas were dealing with the tragedy, coping with lost power, and focused on supporting their neighbors. Sticking with the existing marketing plan doesn’t always make sense in the aftermath of a natural disaster.
It’s time to press “pause” on the marketing strategy and take a close look at what makes sense today. Consider getting your staff involved in a service project to assist victims, modifying TV or radio ads to send a message of support to the community or using your reach through Facebook, Twitter or your blog to ask your social community for their help. As business gets back to usual, review the marketing plan again. And remember that people will reminder a kindness given in their time of need.
|
