1. Ryan McConnell
ryan.mcconnell@thefuturescompany.com
September 13, 2011
Why you should 'let the moment pass'
The mistake of marketing around tragic events
The Bottom Line
Marketing efforts around politically charged events or human tragedies run a high risk of being
perceived as crass, exploitative or disrespectful. It's almost always a better strategy to let the moment
pass without comment.
At the Root
Cynicism about business' motives "Business as usual" amid Consumers want brands that align
remains high tragedy violates social norms with their values
67% agree, "If the opportunity arises, 79% agree, "Business is too 74% agree, "I appreciate it when
most businesses will take advantage of concerned with profits and not enough companies make it clear what they
the public if they feel they are not likely with public responsibility." 2 stand for and stay true to their values." 3
to be found out." 1
Making the Case
What do the Arab Spring, Japanese tsunami and the 10-year anniversary of the
September 11 terrorist attacks have in common? For too many companies this year,
the answer has been the marketing opportunity these events present for their
product or service. Even when executed with the best of intentions, many of these
efforts have backfired and been perceived as exploitative or disrespectful. Why? For
one, in an environment featuring a deficit of fairness and a surplus of economic
Lieb Family Cellars' 9/11 Wine
anxiety, consumers are scrutinizing the motives of business like never before and
are thus less likely to view a tongue-in-cheek tweet with the humor it was intended.
Equally important, though, is the fact that these events are often viewed as sacred
and thus subject to social norms and not market norms. In such situations, adding
even the implied element of profit into the equation can feel like a violation of
decency. Like a salesman passing out his business card at a funeral, it's almost
always a bad idea.
Kenneth Cole's tweet during the Egyptian uprising

2. Taking Action
Remember: The risk often exceeds
Do good for goodness sake Provide oversight to social media
the reward
The chance of long-term brand damage If you believe you must involve yourself Recent major PR blunders have
far exceeds the short-term gains these in a high-profile event or tragedy, act in occurred on social media sites such as
high-profile events present. a genuinely altruistic way. Give 100% Twitter. Don't let the summer intern
of your profits to the cause, not just damage the brand; provide clear
10%. standards for what is and what is not
appropriate.
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Case Study
Marketing around the Japanese earthquake and tsunami
1 Source: 2011 Yankelovich MONITOR; vs. 32% agree, "With minor exceptions, the honesty and integrity of businesses in their dealings with the public is at
a very high level."
2 Source: 2011 Yankelovich MONITOR
3 Source: 2011 Global MONITOR, US Sample
© 2011 by The Futures Company