The Edge Marketing

In the wake of Hurricane Katrina, many businesses are hesitating to keep clients apprised of new offerings, perhaps afraid that they will appear insensitive to the enormous human suffering that is going on along the United States Gulf coast. The impact of this devastation will undoubtedly continue for years to come, so many business owners are understandably nervous.

But of course, life, as well as business, goes on and you must continue to contact existing and potential customers, or risk stormy weather of your own. How can you continue to promote your business, and at the same time, remain sensitive to disastrous events?

Just this week, I faced this same problem. We were due to announce a new course offering to our existing subscribers and potential clients. The copy for our email broadcast was already written and ready to go. But I was hearing from colleagues that they were choosing to hold back on promoting their businesses…lest they offend their customers.

What did we do? We sent the email anyway…but we prefaced it with a statement of concern for those affected by the situation and told our subscribers what we, as a company, were doing about it. Then, we explained why now, more than ever, was the time to take advantage of our offer. The results? Our offering went smoothly, with as large a conversion rate as ever.

Will this same strategy work for you? It all depends…on your offering, your timing, and your attitude. Here are seven guidelines, when disaster strikes and rough seas abound, to help you decide whether to promote your business:

Guideline #1: Don’t do it! Consider delaying or canceling altogether a particular promotion. If you feel that advertising your particular product or service would be in poor taste, then by all means, follow your instincts. After the tragic events of 9-11, Arnold Schwarzenegger’s movie, Collateral Damage, was postponed for four months and a Jackie Chan movie, Nose Bleed, about a window washer on the World Trade Center who foils a terrorist plot, was cancelled entirely.

Guideline #2: Scrap your copy. You may need to completely rewrite your ad copy, making sure your readers understand you are sensitive to the circumstances at hand. Get input from others before you send anything out to customers, to make sure you are on the mark.

Guideline #3: Run the ad anyway. But preface it with a statement, as we did, telling your readers exactly what you, as a company, are doing to help. You are helping, aren’t you?

Guideline #4: Use reverse engineering. Let your subscribers know why now is the perfect time to purchase your product or service. But use caution with this one, as this guideline will only work if it truly is the right time for your offering. If this is not the right time, refer back to guideline #1.

Guideline #5: Throw out a lifeline. Send out an email announcing a new blog or listserv, especially for your customers, to create a sense of community and give your customers a place to leave comments about their own experiences. Empower your customers by setting up a place at your website where your customers can click to donate money, such as the Red Cross.

Guideline #6: Call the doctor. Set up a teleconference bridge line call for your customers and bring in an expert on stress, to speak about how to be resilient in the face of disaster. Your customers will thank you for it, as you will be seen as someone who cares about them for more than their money. The best thing about this guideline is that you will feel good, too.

Guideline #7: Don’t go down with the ship. Even if the disaster did not affect you directly, you are apt to feel some effects, both physically and mentally. Take some time to reflect on your feelings about what has happened and also remember to pay attention to the basics, like eating right and getting enough sleep.

So don’t despair! You can still market in the face of disaster, if you use sensitivity, compassion and common sense. Adhering to the seven guidelines can help you steer around submerged obstacles and get you into open water for clear sailing ahead.

Copyright, Ellen Britt, 2005. This article may be freely distrubuted and reprinted as long as it is reprinted in its entirety, with the author's information and web link included at the bottom of the article. The web link should be active when the article is reprinted on a web site or in an email.

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