Bold Marketing from Canadian Concrete Masonry Producers Association (CCMPA)

 

It’s never easy to take advantage of someone’s disaster. But sometimes that might be the right moment to reach out to your market with an important message.

This was a half-page ad in the Globe and Mail on May 29, 2015. It’s bold, provocative and effective.

It’s bold and provocative because it shows images of the devastating fire that consumed a construction project and the neighbouring condo complex in Langley BC 12 days earlier. More than 150 people lost their homes.

It’s bold because in a case like this there is the possibility of negative blowback – from the public, media or social media. Those are the chances you take when you act boldly and embrace controversy.

I believe it’s effective because it’s visual, emotional and simple. The photos of the flaming buildings sear us emotionally.

The message is effective because there are only three elements to this ad:

1. The headline with the location and date
2. The two photos of the burning buildings
3. The message from CCMPA which is clear to understand…

This is why you should build with Concrete Block

I wonder how much debate ensued at the office of the Canada Concrete Masonry Producers Association before placing this ad.

Association marketing is more difficult than business marketing because:

• There usually isn’t a measurable return
• Some association members will be unhappy no matter what you do

This ad is a good example for marketers to pay attention to the news. Look for opportunities to tell your message. Always be prepared to grab opportunity when it knocks.

In this case it could have been a matter of watching the news and asking the question “Could our products, services or expertise have prevented or mitigated this disaster?

Effective messaging is dependent on relevance. Before the fire this ad would have been meaningless and long after the emotional proximity would have been lost. The biggest challenge is to decide how close to tragedy to send your message.

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter