The Marketing of a Hurricane

I am not one of those people who gets upset when storms are not as bad as predicted.  Having lived through three floods in two years on the Delaware River, I have no problem when a storm wimps out.  Plus just because you didn't get it bad, doesn't mean that everyone else is safe.  There were a lot of people badly affected by that storm, by nearly every storm.

But I do find it interesting to watch the "marketing machine" kick in when there's an impending storm.

And I'm not just talking about the media.  Sure, the media needs content and there's nothing richer than a looming storm and nothing more engaging than watching a reporter stand out in really windy rain (have to admit that I'm a bit over that ... Anderson Cooper did it once to great fanfare and it's never been the same since).

I'm talking about the hoarding and the stocking and the local business marketing.  It's fascinating.

Some of it's good like the Hurricane Party at the local watering hole down the street that was offering Hurricane drink and other appetizer specials.  Or the Be Our Guest promotions that I wrote about the other day.

Some of it's not so good though, like the price of chicken at my supermarket that went from $1.99 a pound to $5.99 a pound over night.  Hmmm.  Or my local gas station that only had premium gas to offer which was priced $.50 higher than the day before.  Or the fact that there wasn't a battery in sight for miles.  That's a part of the marketing machine that I'm not too crazy about.

I have to admit that I succumbed to the marketing myself.  I did.  I watched the news programs, ran out and got gas, stocked up on the staples, and did all the things that the marketing machine told me to do.  But I did try to keep it in check.  Was I happy when I didn't have to use any of them .... relieved!

Sending best wishes to those affected by the storm, big or small.

What's your experience?  Jim.

Jim Joseph
President of Lippe Taylor
Author of The Experience Effect