That was the subject line that arrived in my inbox Friday afternoon – the email that followed just made me smile. It was from the service of one of our clients, Plum Benefits, who typically sends me a weekly email containing vibrant images along with the best deals or seats to my favorite sporting events or Broadway shows. This “weekly” email, however, was void of their normal type of marketing and was instead full of words. Plum Benefits simply wanted to reach out and see how I was doing, how my coworkers and their families were doing, how the CEO of one of the biggest insurance agencies in Manhattan was doing. This company CARED.
For some companies, the loss of business during Hurricane Sandy caused many to get to a point where they will not be able to recover. Those able to survive through this part, however, are eager to come back strong and make up for any lost time. It’s how the company takes these next steps that determines their future as a business. Those who are smart will change their marketing efforts to reflect what is going on in the world around them.
Following an event such as Hurricane Sandy, there comes a point where life just has to push through and return to a certain level of normalcy. Even within the city limits, this return will be at different places for different people, with these people finding their own path to that return.
For a business to start exploiting losses with an advertising campaign for their furniture company featuring a couch floating in a lake (yes, I actually saw this), the insensitivity and distastefulness will not get them far at all. What those working hard to regain their lives need is a something more like the email I received last Friday. I, along with the masses who are pushing through the devastation, are going to be more open to a campaign that resonates deep within my thoughts and feelings in my current state. What I received from Plum Benefits helped get me through that day, forget about where I was in my return to normalcy. They did it right.
Now don’t get me wrong, I will remember the other marketing campaign I saw, but will I ever buy from that furniture store any time soon? Far from likely. I am looking for that company that wants to continue to build a relationship with me, to show me there are humans on the other end of the email, and although they may be trying to get back to business they are letting me know that they’re here when I’m ready.