Question

Topic: Customer Behavior

Marketing B2b After A Natural Disaster

Posted by simon on 1/17/2011 at 2:39 AM ET 75 Points
Hi there,

My name is Simon Bell I am a business consultant in Brisbane Australia. Not sure if you have seen on television, but we have just experienced disastrous flooding that has affected 90% of the Capital City.

This is going to have a major impact on business at all levels.

What I am looking for are any know resources on how to market B2B after there has been such an impact on a major city.

Do you mention the flood? Do you pretend it didn't happen and go on about business as usual?

Any commentary on this topic would be very much appreciated.
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RESPONSES

  • Posted by BizConsult on 1/18/2011 at 12:58 PM Accepted
    Simon:

    Not sure if you're referring to you marketing your consulting to other businesses, or you want to help your clients with their B2B marketing to other businesses -- but if you or your clients are in any meaningful way helping the city recover (assisting the government, charities, other businesses or people), it certainly bears mention.

    Maybe you can determine ways of helping businesses help each other during the unfortunate circumstances: extended payment terms, free expedited shipping to help them get back on their feet more quickly, special flood pricing, donating a portion of proceeds to the recovery efforts or victims, etc.

    For more ideas, research other cities that have had analogous situations (earthquakes, fires, tornados, hurricanes, mudslides, 'man-made' disasters, etc.) and see what their businesses did.

    Good luck and best wishes for a quick recovery for your city!

    Steve
  • Posted by simon on 1/19/2011 at 2:45 AM Author
    Hi Guys,

    Thank you for your contribution.

    What I am getting in your comments is that it is O.K to acknowledge the events that have transpired in the marketing as long as it is communicated authentically.

    Also, demonstrating my commitment to assisting small business with the recovery process is fine as well.

    I will keep you posted as to how I go.

    Once again a big thanks to each of you.
    Simon.
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