Sandvertising: Hurricane Sandy and Marketing

Hurricane Sandy crashed into the tri-state area with devastating winds and speeding storm surges, a natural destructive force that destroyed homes and businesses. Causing an estimated 50 billion dollars in damage, it disrupted millions of lives and, worse, took over 100 of them.

As if the force of nature wasn't enough, looters and robbers followed in the storm's wake to take advantage of the misfortune of others. Thankfully, they were few and the more common response was a reaching out and lending of strength to those affected by the storm by those who emerged unscathed.

Marketing agencies and businesses followed a similar pattern. Some pursued an inappropriate, newsjacking, "let's make a quick buck" strategy, while others engaged in building positive brand equity through philanthropic acts.

Believing the storm less dangerous or anticipating a post-storm increase in demand, Macy’s advertised major sales on houseware and clothing, as did other tawdry advertisers including hardware stores and car dealerships. American Apparel was the epitome of poor taste, blasting an email advertising a 20% markdown on its clothes under the headline “in case you’re bored during the storm.” Similarly, The Gap tweeted: “All impacted by #Sandy, stay safe! We’ll be doing lots of Gap.com shopping today. How about you?” Both companies were ridiculed in the social media arena as out of touch with some calling for a boycotts of their stores.

These marketing mis-steps seem to be oddly self-inflicted wounds. Intrinsic to any successful marketing strategy is the ability to empathize. American Apparel and The Gap had no problem seeing the chance for profit, but failed to engage empathy. That lead to campaigns that were opportunistic in the most negative sense and prevented them from seizing the real opportunity to positively interact with their community.

My favorite radio station, New York's Classic Rock 104.3, recognizing many listeners were sitting in the dark with nothing but a shower radio, played themed music to help people get through the darkness and make people smile. They played songs like “Power to the People”, “Back in Black,” “Lights Go Out on Broadway,” “Gimme Shelter”, “Come Together,” and “Patience,” and while promoting volunteer opportunities.

In a notable philanthropic effort, The Container Store donated over 10,000 storage boxes to the American Red Cross. Major banks responded by dismissing late payment fees for East Coast patrons while airlines allowed trapped travelers to change flights. Duracell set up Charging Stations at mobile Community Centers in affected areas where people could charge their mobile devices and phones. They could also get free batteries to use in their flashlights and radios. Computers with Internet access allowed people to connect to their social media and email accounts.

The radio station understood the need for comfort and community spirit to fight off despair and isolation. The other entities provided real material support or offered relief for the anxieties faced by victims. Each embraced empathy to understand what people needed. Cynically, some might suggest that these efforts were simply marketing efforts the same as those that failed, but I think it goes beyond that. Sure, it's marketing, but it was also doing the right thing. Count it as a plus that the two coincided.

As the tri-state area and nation continue to recover and rebuild from the effects of Hurricane Sandy, there are many ways marketing agencies, businesses and their employees can take advantage of the chance to build positive brand equity. In a commendable effort, some advertisers are suggesting shopping at local stores rather than at the big box chains to support community businesses. Some marketing agency leaders have joined together to create Sandvertising, a platform to donate and find out about volunteer opportunities.

A crisis should bring a community together. It's not just the right thing to do. Good will goes a long way, and is remembered in the hearts and minds of recipients.

How You Can Help victims of Hurricane Sandy - Reputable organizations accepting money, goods, services and volunteers:

American Red Cross of Greater New York

NYC Service Notify NYC

UJA Federation of NY

Food Bank For New York City

Community FoodBank of New Jersey

Habitat for Humanity Online

Humane Society of the United States