An earthquake here, a hurricane or two or three there, not to mention an occasional volcanic eruption or blizzard and the less-than-occasional tornado and flood…these are all seriously affecting at least some of your customers.
When such disasters are about to strike, the news blasts away on every station both before and after these events. And when you're forced to actually participate in the disaster itself, a teeny sound bite on TV turns into a very real, hellish eternity.
And what do we marketers do about something that can have such a painful and emotional effect on many of our customers? We avoid the problem by immediately deleting the ZIPs that have been affected so we don't mail catalogs or other solicitations into troubled areas. The reasoning here is that nobody will be interested in buying anything right now anyway and the post office is probably not delivering. (This last point is easy to confirm if you talk to your printer.) Plus, we sure wouldn't want to offend anyone, because they might think we were taking advantage of a bad situation. Take it from someone who has been through four hurricanes — offend me, please!
Immediately, the supply-and-demand thing kicks into overdrive. One neighbor felt he had no option but to order an outrageously priced $12,000 generator by mail because, of course, finding a generator immediately before a disaster is as elusive as tracking down a forward-thinking marketer.
Everyone learns via CNN that getting gas means waiting for hours on line. What you don't hear about is that simply finding a gas can to fuel your hard-won generator is another impossibility.
Then there are storage devices. You know, something relatively safe — like plastic — to put away goodies that stand a good chance of getting wet through leaking roofs or rising waters. One week before Frances hit us there was none to be found. Tarps, duct tape, chain saws, flashlights, gas cookers, non-electric can openers, sleeping bags, games, batteries, radios and TVs that run on batteries…these are just some of the items in demand before and after a hurricane. Basically, if you didn't get it before the disaster, you'll need it afterward anyway (assuming you still have a home or shelter to live in).
Local retailers order disaster-prep and recovery stuff as fast as humanly possible. Generators usually sell out in minutes. Newspapers warn months in advance of typical storm seasons so residents will be able to gather survival necessities. Based on the stampede at stores just before and after the recent hurricanes, not many go to the effort.
Maybe I missed it, but where were the catalogers' ready-made, pre-hurricane disaster kits? That is, something watertight that contains things you may need without your having to go to the trouble of putting it together. Perhaps a separate hurricane kit just for kids and pets — who, way too often, are forgotten by those who assemble these packages.
After an event like a tropical storm, there are the initial damage repairs. Some get their electricity back in hours while others could wait weeks for a full hookup. But most have a generator that's either owned or borrowed.
Once the refrigerator is running, the problem is getting some food besides canned tuna, as your quickly grilled, fast-thawing freezer items are now long gone. The grocery stores that have managed to open mostly have only taped-off areas of spoiled food. Dairy products and meat are many, many days in coming. Food marketers, where were you? Especially those of you who ship in dry-ice containers that would have been as valuable as the food that came in them?
Now, let's get rid of some erroneous assumptions. In my experience, following a category 2 hurricane the postal service has tended to get its act together relatively quickly. But yet it's FedEx that arrives, almost immediately and seemingly miraculously. So forget worries that you can't get packages to victims after the event.
FedEx can and did.
Electricity is the first thing that everyone aims to get back running. Within a couple of days, most of your customers will be up on their computers. E-mail is the way you get your message to customers in need. Telemarketing could be a tool, too, but check the state laws that regulate calling during an emergency.
Some Practical Suggestions
A simple “Are you OK?” typed message is a good way to start. Then keep it sincere.
“We know that (your state) is going through some rough times and hope you and your family are safe. We want to help during this difficult period.
“Here's what we've done:
“1. Sent an immediate donation to the Red Cross. [Believe me, everybody in a disaster area knows that these folks help big time.]
“2. We've talked to (name of expert) and put together a list of things you might need that we have for immediate shipping. [A clickable list should follow.] Everything is reduced 20% or more just to try to help meet your needs in an affordable way.
“3. Fast, free delivery. If you order today, we will make every effort to have it to you by (date). If there's anything else we can do, please let us know.”
Plan ahead with this message: “We remember that last year, (your state) was hit hard during the hurricane season. With you, we sincerely hope this will be a trouble-free year.
“But if things don't work out that way, we want you to know that we are here 24/7 to speed any items you may need ASAP, and as inexpensively as possible. Just some of the things we have in stock that you might want to consider now are…” [A clickable list follows.]
Offer real, honest-to-goodness discounts. Price-gouging laws are very strict — not to mention that the whole point of all this isn't high-margin sales, but loyalty building and positive word of mouth.
KATIE MULDOON (kmuldoon@muldoonandbaer.com) is president of DM/catalog consulting firm Muldoon & Baer Inc., Tequesta, FL.
