Last week, I was unable to post a blog due to the arrival of Hurricane Sandy. Fortunately, the particular area where I reside was fairly unscathed aside from numerous power outages and some fallen trees. As all of you know by now—other areas were not so lucky.
It’s amazing to see how everyone bands together in times of crisis. My social media feeds have been inundated with information about where people can drop off much needed items like food, clothing and other everyday essentials we often take for granted. In addition, people are donating blood to the American Red Cross because life still goes on and we cannot afford a dwindling supply of our figurative lifeline.
Perhaps not surprisingly, I received some peculiar “Hurricane Madness” emails—of the retail kind. I love deals and discounts … but during a hurricane? I consider this a major marketing fail, and I know that many of my fellow East Coast residents (especially those now without homes) feel the same way.
At the time, maybe these retailers didn’t realize the devastation that a lot of us faced (like I said, my area received little damage). I understand it’s important to look for opportunities everywhere and anywhere, but we must remember to practice sensitivity. We have to draw the line between effective marketing and exploitation, right? Not to mention, Black Friday promotions soon will be infiltrating our televisions and email—if they aren’t already—so save it for then.
There were the usual offenders, but even less controversial companies made some ugly headlines. For instance, Gap tweeted: “All impacted by #Sandy, stay safe! We’ll be doing lots of Gap.com shopping today. How about you?” The tweet also asked customers to check in on its Foursquare: “Frankenstorm Apocalypse – Hurricane Sandy.”
After receiving a ton of outraged responses, Gap removed the tweet and posted this update: “To all impacted by #Sandy, stay safe. Our check-in and tweet earlier were only meant to remind all to keep safe and indoors.” Kind of an apology with less enthusiastic punctuation.
Furthermore, I found it odd that I was receiving emails from Living Social encouraging me to take advantage of amazing deals in Manhattan and other areas of New York. Guess they didn’t get the memo. Some are likening these tactics to the Kenneth Cole controversy (Kenneth Cole compared the Arab Spring to its spring sale, tweeting: “Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online.”).
The best advice is quite simple: Use good judgment. If you’re watching these terrible events from a distance and aren’t “in the know,” then make sure you get “in the know” before launching a campaign or engaging in “newsjacking” to suit your needs. Then again, if you ignore serious news, people could interpret this as indifference. Offer your sympathies and, more importantly, offer true support. On Nov. 2, I received an email from New York City-based NY&Co.’s chief executive officer Greg Scott. The email was brief (only a few paragraphs) and extended “heartfelt thoughts to those impacted by the devastation of Hurricane Sandy.” The email closed with the following paragraph:
“The American Red Cross has been ‘on the ground’ providing relief for those affected and is uniquely positioned to lend immediate assistance to those who need it most. Starting tomorrow and continuing through Sunday in all of our stores, we will be asking for donations for the American Red Cross Hurricane Disaster Relief, and will match your donations up to $50,000, for a total in excess of $100,000. At the Red Cross, $0.91 of every dollar donated goes directly to supporting Hurricane Sandy Disaster Relief.”
Not every company produces the revenue of this powerhouse. Nevertheless, you get the idea. Many suppliers and distributors in our industry were personally affected by the aftermath of Hurricane Sandy. So, I ask you, readers, how would you handle your marketing efforts in light of a tragic event? Is it best to think “business-as-usual” (with some sensitivity)? Would you avoid referencing the event altogether? Or, are you using your success to help out without any personal gain?
Let me know your thoughts in the comment section below. In the meantime, if you personally want to help the victims of Hurricane Sandy and aren’t sure how to do so, click here or here.
(Editor’s Note: In the spirit of avoiding hurricane puns, I refuse to call this post “Rock You Like a Hurricane.” Sorry to all of the fans of The Scorpions.)
