Disaster & terror marketing

8/8/2019 Disaster & terror marketing

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DISASTER:AN OPPORTUNITY FOR

MARKETING

Abhishek Dhir Deb (03)

Pravin Dhas (76)

Saurabh Pundir (92)


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Disclaimer:

It is not the intention of the presenters toquestion, criticize or judge the motives of thevarious agencies/ institutions/ persons/

political bodies mentioned in thispresentation.

The ideas presented here are neitherpromoted nor condemned by the presenters.

It is purely for the purpose of bringing forth anew perspective in the academic learning ofmarketing.


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BREAKING NEWS

Desperate News Network is the first to report

3 Explosions rip across Timbuktu


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Caf Leopolds A Special Case

About Caf Leopolds

Shantaram The Novel

26 November Attacks

Disaster Tourism

Bullet Holes left intact


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Why Disasters Sell Well?

An Appeal to selflessness

Association with popular events

Attribution of positivity with organizations

aiding post disaster recovery


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Disaster marketing-

An academic viewPlanning and creativity work in

concert to produce effective improvisation.

Kendra and Wachtendorf (2003) suggest

disaster response organizations should considerplanning and training to enhance creativity at all levelsof organizations

Disasters create new environments that must be

explored, assessed, and comprehended. They changethe physical and social landscape, and thereforedisasters require a period of exploration, learning, andthe development of new approaches


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Hurricane Katrina One of the 5 deadliest hurricanes in the history of US

Affected areas: Bahamas, South Florida, Cuba,Louisiana (especially Greater New Orleans), Mississippi,

Alabama, Florida Panhandle, most of eastern North America

Destruction to tune of $100bn

Rebuilding phase provides a classic case of disaster tourism Local business of New Orleans was hit the hardest as its

income solely depended on tourists and residents

Neither residents nor businesses wanted to return to areas

that were vulnerable to potential future flooding A slew of marketing strategies by the local business men

gradually brought back things to normal


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Katrina continued..


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Chinese Earthquake

Province : Sichuan

Coca-cola reacts

Foreign companies poured in to

buy stocks

Sichuan Road and Bridge Group,

cement producer Sichuan Golden

Summit and Panzhihua New Steel

& Vanadium all posted healthy

rise in share prices.


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The reality is..

3.27 billion dollars were spent on lobbying in the US in 2008alone, and it has been going up every year

Money coming from. defense industry( $150mn)

pharmaceutical industries($393mn)

Use of press and PR

Industries expect a return on their PR initiatives

just happened or MANUFACTURED????


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Just happened.is it???

1. Iraq has nuclear weapons and wants to use them against theUS!

2. Trillions of dollars across several countries paid out to private,

for-profit businesses in the war-happy defense industry.

1. Swine flu may become an epidemic!

2. A billion dollars handed out to pharmaceutical corporations.


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Terror Marketing

Terror marketing, is one area of negative

psychological triggering that works when the

target demographic has developed resistance

to mass-marketing techniques.


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Saatchi & Saatchi

A criminal and his accomplice are on the run.

Amber mate! Coming 2 Los Angeles. Gonna

lay low at your place for a bit till it all blowsover.

The criminal emails Ambers old address, the

details of the hotel he trashed and invoice of

the damages.

Ends with a threat of killing another person.


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Effects

Amber informed the person living in her

former address.

Had her friend ready with a weapon. Lost appetite.

Had trouble sleeping.

Inability to concentrate on work.


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Volkswagen

People are driving along, talking and comfortable

and suddenly get hit by an SUV.

Isn't that a terrorist tactic?

Did any of them die?

Is driving that risky?

How many people die in car accidents every

year?

The actual intended message was Drive safely.


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Intentions of Terror Marketing

Create a new form of interest.

Permanent memory of the brand.

Air the ads long enough so that peoplebecome numb.

Stimulate discussion.

Increase viewers expectations.


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Effects of Terror Marketing

Personal Trauma.

De-branding.

Brand attachment.


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CON

CLUSION

Marketing or Cold-hearted

Commercialism??


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THANK YOU

You should treat all disasters as if they were trivialities, but never treat a

triviality as if it were a disaster.- Quentin Crisp (English Writer)

Documents

Disaster & terror marketing