The Marketer’s Code of Conduct for Disasters

I live in New York City so, as you can imagine, the past week has been anything but normal. Fortunately, I live in a part of the city that was relatively unaffected by Hurricane Sandy, suffering only some knocked down trees and no cable or Internet for a couple days. Compared to many other in the city and surrounding region who are still facing no heat, a lack of electricity and unsafe drinking water—not to mention unspeakable damage from the storm surge—I feel extremely lucky.
I’m also a big runner. To my disappointment, the City of New York decided to cancel this year’s NYC Marathon. No, I wasn’t going to be running in the race this year—I didn’t run enough local races to qualify automatically and didn’t win the race lottery. But I do know that the race provides nearly half of the New York Road Runner’s annual budget and generates millions of dollars in charitable donations ($30.8 million this year). Plus, for a city still recuperating from the storm, the event would have generated boatloads of business for companies large and small across the city. One study by the consulting firm AECOM estimated this number to be in the neighborhood of $340 million a year.

Although he wanted to let the race go on, Mayor Bloomberg caved in to public pressure and pulled the plug just two days before big day. A major reason for his decision was the large public outcry that took place in the days following the storm. News coverage and the social networks were buzzing about the race, the tone overwhelmingly in favor of canceling it. I even received emails from friends excoriating the mayor and asking me to sign an online petition to cancel it. I checked the poll a couple days ago and saw that more than 15,000 people had already signed it.

Who’s Your Data? is a blog that aims to disseminate thought-provoking tips and techniques involving the use of data and database marketing to direct marketing professionals. Why should you care? Because implementing data best practices has been shown to lift response rates, improve analytics and enhance overall customer experience. Reader participation is encouraged!

Rio Longacre is a Sales & Marketing Professional with more than 10 years of experience in the direct marketing trenches. He has worked closely with businesses across many different vertical markets, helping them effectively leverage the use of data, personalization technologies and tracking platforms. Longacre is currently employed as a Managing Consultant, Marketing, Sales & Service Consulting at Capgemini Consulting, a premier management consulting firm. He is based in the company's New York City office, which is located in Midtown Manhattan. He has also previously worked as an online media buyer and digital marketing strategist.

Email Longacre below, or you can follow him on Twitter at @RioLongacre. Any opinions expressed are his own.

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