As we talk about every year, you need to cut back on your media budget on areas affected by natural or man-made disasters.

Being proactive and knowing where large areas are impacted by hurricanes, tornadoes, earthquakes, fires, riots, flooding and more will save your budget.

Why?

Because, obviously, people will not respond to your offer when they and/or their neighbors are distracted or impacted by certain events and activity being covered in media.

Right now, all digital media should be cut in all areas for anything like this. It may be too late for printed media.

For example:

  1. The first week of August saw Hurricane Isaias hit North Carolina and the entire east coast. Millions lost power, flooding caused significant damage, lives were lost. Any marketing targeted at people in those areas will fall on deaf ears and blind eyes right now. Cut those areas out of your digital marketing budget for now, especially on social media, native ads, pre-rolls, digital media and email. It is most likely too late for printed media, but so cut all other.
  2. In cities experiencing pandemic lockdown and riots, your response rates will have plummeted. Stop direct mail, digital and TV/Radio marketing in those areas.

 

If you’re not sure whether one of your targeted geographic regions is compromised now … or will be compromised in the foreseeable future, give me a call on 615-814-6633 or email me at craig@cdmginc.com. I’ll be happy to evaluate the situation and let you know what actions you’d be best off taking.

 

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