People in New York and New Jersey are still recovering from the extensive damage caused by Hurricane Sandy at the end of October.
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Major popular brands like Duracell and AT&T decided to use their resources to provide customers with the help that they needed during the first few days and weeks after the storm. According to Teneshia Warner, the founder of Egami Consulting Group, the storm provided a perfect opportunity for brands to connect with multicultural customers.
She writes that brands looking to connect with their audience should take note. Warner gives examples:
Duracell sends power trucks
Duracell, the “trusted everywhere” battery, delivered power to thousands during Hurricane Sandy. How? Duracell’s Power Forward Community Center and its Rapid Responder trucks were neatly outfitted with charging stations for mobile phones and devices, as well as computers with Internet access, allowing storm victims access to their email and social media accounts.
AT&T sets up mobile hotspots in NYC
To help alleviate the crippled communications systems left in the wake of Hurricane Sandy, AT&T provided special hotspot trucks to New York. Hooked up to the satellite grid, these self-contained trucks provided both Wi-Fi and cellular service in a radius around them, and also offered charging stations that passersby could use to power up their mobile devices.
Food trucks offer free lunch
In five locations throughout New York City, 12 NYC Food Truck Association members — in a partnership with JetBlue Airlines — gave out hot meals from 12 pm to 4 pm to people without power.
What can we learn from these brands?
Connection is real-time
Stay connected to your customers and their communities. Be ready and flexible and able to act quickly in an emergency.
Authentic support
In these times, it’s truly about the “serving” and not the “selling.” The true ROI comes from authentically serving and not opportunistically selling.
Check out more of Teneisha Warner’s advice here.
