As the proverbial storm clouds gather and we brace for the impact of Hurricane Francine, we’re taking note of how news networks are strategically gearing up to cover the approaching tempest. This provides an interesting case study in crisis marketing approaches, and offers some valuable lessons for marketers, regardless of their industry.
One thing you’d immediately notice about news networks in the time of impending disasters is the importance they place on preparedness. Ahead of Hurricane Francine, you might have recognised networks rushing to get their correspondents to strategic positions, ready to report live from the scene. In much the same way, it behooves marketers to be prepared for any crises that might gravely impact their field. Keeping the channels of communication open, staying ahead of developments and responding in real time are crucial elements of any crisis management strategy in marketing.
Yet, what’s more significant is that news networks don’t just report the hurricane, they tell a story. They help us understand the trajectory and size of the hurricane, the potential damage it may cause, and the preventive measures people can take. This storytelling aspect has great implications for marketers. To truly engage customers, marketers should aim at telling compelling stories around their products. Like a news anchor detailing the hurricane’s projected path, a marketer can create a rich narrative around a product, making it intuitive for consumers to understand.
Lastly, drawing from the news network’s coverage, we see the human element in focus. We see reporters talking to local residents, sharing their fears, hopes and plans to tackle the ferocious hurricane. Similarly, marketing should also be about people. Beyond promoting products, it’s about connecting with consumers, understanding their lives, addressing their needs and desires, and ultimately making a contribution towards enhancing their lifestyle.
As Hurricane Francine approaches, news networks display a masterclass in crisis relevance, storytelling and human focused reporting. This can be considered as food for thought for marketers looking for inspiration. Whether it’s improving preparedness, crafting compelling narratives or bringing the human aspect into focus, these attributes not only make a marketing strategy shine, but also ensure it weathers any storm.
In essence, as marketers, let’s aim to be more than a function of selling goods and services. Let us strive to be storytellers, connectors, and creators and apply these lessons from the newsrooms to our marketing strategies.