With climate change accelerating,
natural disasters will happen
more and more frequently.
Promoting during a natural disaster
is highly risky.
It is more likely
to repel prospects
than attract them.
I’m designing my marketing
for short flexible bursts
of activity.
I’ll promote like hell
during ‘good’ times
and go quiet
during ‘bad’ times.
This means I prefer shorter lead times
with marketing partners.
I book promotion
for the next day,
not the next month.
For promotion with longer lead times,
I ensure I have the ability
to cancel that promotion.
I also try to have platforms
I can control,
platforms I can promote on
during the same day.
Consider marketing bursts
and building flexibility
into your marketing.