H/IMA Disrupt Conference - Do People Care About The Stuff You Are Selling?

As always, these are my notes. To get the real scoop or clarification on the presentation, please contact the presenter or just watch the video included on this blog:

• Twitter: @mstinsonross / @ApogeeResults 
• LinkedIn: https://www.linkedin.com/in/michellestinsonross/

Michelle Stinson Ross / Apogee Results
Speaking on: Analytics & Navigating Cultural Sentiments



People connect to causes more than products.

Someone may not be buying what you are selling right now because they live in North Carolina and they are flooded, or their kid is sick, or a myriad of other reasons that life is in their way. 

Marketer's Hyppocratic Oath: "Do No Harm"  - Be responsible. 

"Join Our Tribe" 

Brands connecting to causes:

• Nike - Colin Kapernick
• Dick's Sporting Goods - stopped selling assault rifles after school shootings
• Delta - stopped NRA discounts 
• Toms - One For One program where they donate a pair of shoes for every shoe purchased

**author's note - I don't understand the "Do No Harm" oath while picking a cause that can divide consumers. That said, so far, Nike has had an increase in sales, Dick's sales are down partially due to gun stance (https://www.cbsnews.com/news/dicks-sporting-goods-gun-policy-under-armour-weighs-on-sales/), and Delta's revenues are up yet they are eliminating other discounts such as those for extra baggage. 

Responsible Targeting & Creative - In aftermath of a disaster don't talk about what you are selling but engage with your community and empathize.

Takeaways:

• Who is my audience?
• What do they care about?
• Do I have the right message? & skip manipulative language
• Emgage on a human level
• Is my message timely?