Humans often face disasters be it earthquakes or forest-fires to war with countries or even microbes. Here we sift through the advertising that has been going on in the media.
Media broadcasts have always helped to propagate information and save lives through timely interactions. This has gotten more convenient after the advent of digital communication. Critical updates on safe escape routes, location of relief centres, the dos and don’ts, and tracking stranded people and others have gotten easier. Now, when media channels are using their resources for these, marketers face a dilemma - to advertise or brand or stay mum! We explore more in this blog.
The quickest way to understand what content to put out there is by understanding what the people are going through. Imagine being at the epi-centre when the disaster strikes. There is going to be chaos and panic, a need to protect oneself. Look for ways how the brands can value add to the people.
Keep in mind that even the best of efforts goes in vain when there is no empathy. Empathy sets the context, especially during difficult times. Here are how marketers brand intelligently during catastrophes.
It is important to be flexible. Understand where people are, in terms of channels of marketing, mental, emotional and physical state. This groundwork is essential to create and to understand how to add value. Perhaps an FMCG making more essentially available in the disaster zone would be more valuable than having a checklist, but a brand doing both wins.
Being prepared for these contingencies would work in marketing too. It is prudent to assess the geographic area for the possibilities of calamities. Have the resources prepared to act fast in case of crisis. Be watchful of the advertisement campaigns that are on-going and try to geo-fence them from the affected area. Re-look your digital media calendar to make relevant changes and be current.
These kinds of information can go well into recovery phrase, where conversations, thought-leadership articles can be published. To curate an experience, brands often give away some of their products for free, or the brands try to position themselves in the memory of survivors – making them stick around for a long time! Brand with empathy can always power through any crisis.