Expressions of Compassion and Empathy
What is the first thing that Points Group did following the historically disastrous wrath of Hurricane Sandy? Considering we are located in the ‘eye of the storm’, ours was an especially important mission. We took careful and tactical steps to provide appropriate follow-up for all of our clients. This included crafting compassionate letters to be posted on websites and circulated to clients’ medical patients and customers. The letters relayed clients’ own experiences (for those in the area of the storm), and conveyed the hopes that patients and customers had recovered as best as possible. The message was also clear that the clients were back in business and ready to serve their audience, and invited their patients/customers to contact them.
In the continuing wake of the storm, and despite the fact that Points is also in the area of the Hurricane and directly impacted, our company has also made sure to contact clients personally and offer our support and assistance to them.
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We mention these measures because of recent publicity on those companies who got it wrong. That includes the example of Groupon below, as well as other advertising from LivingSocial, and various retailers boasting about “deals in New York City.”
The lesson, and the message, is clear: when marketing, or conducting any aspect of business, a company must be on top of current events, and with heightened sensitivity, express its own humanity.
Read more about the article in question:
Groupon Hurricane Sandy Marketing ‘Fail’: Company Advertises Staten Island, Lower Manhattan Deals
As much of Manhattan coped with Hurricane Sandy power outages, deal-sharing site Groupon shocked many by continuing to market a Midtown deal for a dining-in-the-dark restaurant called Dans le Noir — a move some New Yorkers living in forced darkness felt was less than amusing.