How do you advertise when it feels inappropriate to advertise?
While several rungs of importance below the life-and-death struggles facing families in and around Oklahoma City, we had a thought-provoking day Tuesday, and with the client’s blessing, I wanted to share it with you.
Our client is a family-owned business in northwest OKC. They’re devout Christians, they’re smart, they’re kind, and we feel very blessed to work with them.
On Monday, we thankfully learned they were all safe and sound.
On Tuesday, we had to have a discussion about what to do with their marketing. We run radio advertising 52 weeks a year on five radio stations.
Should we pull our ads off the air out of respect? Should we continue our regular schedule? Should we write something new?
Like I said, this is several rungs below the life-and-death struggles facing many in Moore and other areas of southeast and south central Oklahoma City, but it was still a challenge nevertheless.
How do you advertise when it feels inappropriate to advertise? What would you have done?
No less than seven of us discussed it on Tuesday. We opted to write something new and, hopefully, appropriate to run during our existing ad schedule.
We tried to write something that was authentic, simple, and true to our client’s family values.
Who’s to say if we succeeded. We did the best we could, and in fact, we’re very proud of the message we put together as a testament to the family and the people of Oklahoma City.
But it still feels weird, you know? I’m curious what you might have done in our situation. Here’s what we did:
[soundcloud url=”http://api.soundcloud.com/tracks/93291723″ params=”” width=” 100%” height=”166″ iframe=”true” /]
If you can’t see the embedded SoundCloud player, click here to listen to what we wrote and produced yesterday.
It started Tuesday night on our five stations, and we plan to run it through Memorial Day.
That seems appropriate.
To donate $10 to the Red Cross, simply text REDCROSS to 90999. To donate $10 to the Salvation Army, text Storm to 80888. Canadians can text REDCROSS to 30333 to donate $5.
I just had a lengthy conversation about this today. I totally understand that feeling of it not feeling right. However, this is awesome! Your radio ad is a genuine message of compassion that will go a long way. Yes, it feels funny, but there was no pitch, only a sincere message from the heart. Beautifully done.
Perfect
Very nice. Tastefully done. Good Job!
Well done…
Just right. Thank you.
Thanks, Jane. We appreciate it.
Thank you, Lori. It was ultimately the client’s decision to run it or not … all we could control was making it the best message we could, and I think we succeeded.
Thanks, Carlin. Nice avatar. : )
Your opinion means a lot to both Ryan and me, Joey. Thank you very much.
Thank you, Anna. I appreciate your kind words. You rock like cupcakes.
That was a perfect way to handle the advertising. The client showed empathy and compassion to those affected. Well done. As my house was hit in Joplin 2 years ago today I totally understand your situation. Thoughts and prayers from Joplin MO.
Thank you, Steve. Thoughts and prayers with Joplin as well.
Loved it! Well designed!
Perfect example of putting others’ needs FIRST! It’s GREAT to see that empathy can trump making a buck! I loved it!!!
Thank you, Karyl. We are getting word that it’s being well received in OKC as well, so we are relieved.
Thank you, Phil Wrrakeknaldm,a,,,….!