Emily Ryan, who I follow (you should too!), posted the following on LinkedIn earlier this month after Florida endured a one-two punch from hurricanes Helene and Milton.
It was and is a great post that raises a good question – one I responded to on LinkedIn as I was en route from my home in Washington, DC to Tampa, Florida (read on… my response appears at the end). You see, I have a family member who was admitted to the hospital in Tampa just before Milton hit – so I flew down there as soon as the airport reopened.
Being in Tampa in the aftermath of hurricane Milton gave me a first-hand perspective on the question that Emily posed. Here are my thoughts, expanding on my initial response to her post, presented in a framework to help you address this question the next time there’s a national disaster.
What is Your Target Audience Experiencing?
It’s always a good idea to think about your audience when you’re crafting marketing campaigns – and that’s especially important when there’s a crisis. What will be happening around them when they receive your email?
Key points from my post-hurricane experience in Tampa:
No Power
Stop lights were out all over the city. Many people’s homes were without electricity; only some had back-up generators. Many people working at the hospital brought in their family members’ devices to charge during their shifts, since there was no power at home.
Many stores and restaurants were closed. Many of the food stores that were open had empty refrigerators and freezer cases; the power had been out so long that the food was spoiled. The restaurants that were open had limited menus due to food spoilage and delayed deliveries. A McDonald’s we stopped at had no Diet Coke; the hospital cafeteria food offerings were sparse.
Damage and Destruction
Many buildings were damaged. Even when a home or building was still standing, it was not unusual to see a pile of ruined, water-logged furniture at the curb awaiting garbage collection. There was debris everywhere, sometimes it was piled up neatly, other places it was strewn all over the place. Even if you weren’t impacted personally, it was emotional to see the damage and the human toll.
Gasoline Shortages
Many gasoline stations were closed due to lack of power or supply. The gasoline shortages caused long lines at the stations that were open. There was also a long line at the hospital, which was offering gas to emergency responders and healthcare workers.
It wasn’t just automobiles in need; most back-up generators run on gasoline, so there was high demand and low supply.
Bare Shelves
Bottled water, batteries, and other things were in short supply. No store we went to was fully stocked as it would normally be.
Frustration
More than one person I spoke to referred to the area post-hurricane as a ‘war zone.’ We saw tempers flare more than once, although most people were kind and caring.
The stress was getting to those working at the hospital and the hotel – can you imagine having no power at home, no way to cook or keep perishable food cold, no hot water for showers — and your children are there since their schools were closed – and having to go to work?
Now Think About Your Marketing
I was very happy to receive an app notification from Wawa a day or two into my trip:
I guess they must have pushed this out to anyone in the Tampa area (since I am usually in Washington, DC). I was happy to see this message, even though I did not need ice – and I would bet that everyone felt that way. This was helpful messaging.
My family had asked me to bring batteries – they ended up not needing them, so I gifted them to the valets at the hotel, since their power remained out and they were rationing their flashlight use due to the battery shortage. So, if you sold batteries and offered free overnight shipping or a discounted price, that probably would have been a welcome marketing message.
But other things… maybe not so much.
What if you sold business cards… or fancy clothing… or even shoes. I think marketing for those non-essential items, even with a discount or special offer, would have landed flat and been seen as tone deaf.
I’m working with a health and wellness company that has franchises around the United States; most of their Florida locations were closed due to the hurricanes. We halted all marketing for those locations and to subscribers in hurricane-effected areas.
What about other types of crisis-related messages? Here’s my take: if you’re just offering thoughts and prayers, don’t do it. These efforts often sound hollow and are seen as virtue signaling. This is true whether you’re sending to people in the effected areas or whether you suppress that group and send to everyone else.
In Closing…
If there’s a crisis and you’re wondering whether or not to halt your marketing efforts, watch the news and think about what it’s like to be in the midst of it. If you can help, do – if not, silence your marketing until the crisis passes.
Here’s my response to Emily’s post on LinkedIn:
Until next time,
