Nov
05

A lesson in “marketing that matters”, complements of Hurricane Sandy


It’s day seven and our neighborhood is still without power. And frankly, I don’t expect the situation to change anytime soon, as there’s another storm headed our way on Wednesday. Layer the gas shortages on top of the situation, and it’s been a tense week.

In these situations, I think we look for things that, though maybe just for a fleeting moment, put a smile on our face. In this case, at least for me, they are little acts of “marketing that matters.” Marketing whose focus is beyond selling more products and generating more profits, to making a real difference in people’s lives. Marketing that results in growing affinity towards that brand, and people then sharing that affection with others. Marketing that will actually, in the long run, sell more products and generate more profits.

Over the course of the past week, here are some examples of what I’m talking about:

– one of the local health clubs (the local “Y”), letting people work out for free and take a hot shower until their power is back on
– the local coffee shop handing out free mini-donuts
– the local chain grocer letting shoppers have a free cup of coffee
– the local gas station that let me exceed my $60 dollar limit by $1.75 so I could fill my gas container

In the big scheme of things, they’re all little acts of marketing kindness. But they’ll all pay big long-term rewards.

Do you have any examples from this past week that you can share?

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About The Author

Eric Brody is President of Trajectory, a branding + marketing agency creating the momentum, the vital energy, a brand needs to reach its full potential. The firm works exclusively across the three intrinsically connected industries of Healthcare, Personal Care & Wellness and Active Lifestyle. The common threads are consumers who want to get well, stay well and play well, and brands that fulfill these aspirations and goals.

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