In our last post, which you can locate here, we discussed the basic necessities for good marketing in the face of a natural disaster. In this follow-up post, we are going to discuss the ins and outs of the most effective natural disaster marketing.
The following tips go right along with the rules of natural disaster marketing. They address the values and principles that one should adhere to when marketing during a natural disaster:
Listen and react to the needs of the community
If you listen closely, you can hear your customers right now, speaking to you. Well, you can’t hear them, but figuratively speaking, you know their needs enough to imagine what they say! (Or look up their search terms on popular search engines.) All you have to do then is respond to your customers’ needs through goodwill.
If you have a product that your customers can use during their hardship, try to think of a creative way to get it to them. Take it from Duracell, who activated their PowerForward truck fleet up and down the coast. They distributed batteries and offered a power supply for people to charge their cell phones. The people in shelters with no power surely appreciated it. That being said, positive efforts can reap positive reactions, reviews, and loyalty for your brand.
Calm your customers’ concerns
The last thing people want to think about after being affected by a natural disaster is when their bills are due. They are more than likely worrying about how they are going to pay for repairs and other huge expenses brought about by the disaster. They may even be living in a shelter because their home was made inhabitable!
Something that your company can do for people is giving them a break when they need it if you have the means. People recognize when companies go above and beyond for them. Take it from Verizon and AT&T for offering free services during Hurricane Matthew, waiving data, text, and talk limits.
If your company isn’t suited to provide tangible help, there is always empathy to be shown!
Alleviate passerby helplessness
People want to help in every which way they can, but sometimes they just don’t know how until they are presented the opportunity. Your company may not be a first responder in these situations, but you can give help people the option to make donations. You can also promote non-profit organizations who are giving a helping hand and doing good work to provide relief.
The American Red Cross is a good example of supporting affected communities and giving secondhand help. This is right along with, say, Walmart or other companies that take donations to give back to the community.
Remember to think about whether your marketing campaign is helpful or just downright tacky. Does it offer help or products in a way that puts the least amount of stress on those affected? Is it designed solely to put money in your pocket with little to no care for the situation that others are in?
It may be best not to participate in relief efforts if your product does not address the basic needs of normalcy. Your customers will thank you for your kind words as a company alone and as one person to another for acknowledging their situation.
There are a lot of variables to consider when approaching your natural disaster marketing. When done right, not only will your strategies prove more effective, but you will be able to achieve an even more cohesive and strong bond with your audience that can last a very long time. Give OCGnow a call at (904) 600-3600 to achieve success during difficult times and keep your business steady.
