آژانس تبلیغاتی بادکوبه - Badkoobeh Advertising Agency

In the recent days, many areas in America have absorbed the impacts of hurricanes such as Maria and Irma. Death tolls, injuries and severe damages to people’s properties have made a catastrophic situation. Under such conditions, how should a company continue its marketing activities? Should they continue their regular routine or should they abandon their activities throughout the crisis? Here we gathered the most important points we could find in relation to such a unique condition.

Generally, generating business even during a crisis is what brands want to do. However, a smart marketer knows that some level of sensitivity must be shown to the feelings of people in trouble. As an article pointed out, people do remember those who helped them and will not forget those who tried to take advantage of their misery, and that is even truer when it comes to business. Here are some do’s and don’ts one should pay attention to. (Follow our list of do’s and don’ts below in the comments)

A brand should not act exploitative and insensitive. Those affected by the storm will lose trust and negatively react to a company they think is forgetting about their situation while chasing after money. Although most marketers hold good intentions, they must show they are focusing on the customers. A brand’s message must exclude personal pronouns to prove they are thinking “outside in” and that they are not solely trying to capitalize throughout a natural disaster.

Accordingly, showing sensitivity to the needs of the victims is a necessary step to be taken. Sending messages of support and statements of concern portrays brands as humans with empathy who understand the emotional state of a customer in trouble. Brands must look at natural disasters as an opportunity to build closer relationship with their target audience, to build goodwill and trust in the long run instead of the short run profits and should manage to work in dangerous conditions if the company’s product is needed. In brief, brands need to maintain communication with their customers throughout a disaster while using their position to educate them and provide them with help. What do you think about Iranian companies’ behavior during crises? Although the collapse of Tehran’s Plasco tower was not a natural disaster, what is your take on brands and marketers’ reactions in relation to it?