When is clever marketing not so clever? Who can know when customers will find content tied to current events relevant and amusing or outright rude?
We advocate for marketers to be relevant to customers in communications and specific offers. Yet, drawing upon some events can create anger and mistrust, as in this week’s actions by American Apparel. You can read more about it here. American Apparel sent out an email blast announcing a 36 hour sale for customers located in areas affected by Hurricane Sandy, noting that customers might want to alleviate the boredom with shopping.
Consumers didn’t take the sale lightly and the backlash took off on Twitter, amplifying the mistake to mammoth proportions.
That’s the thing about social media… just the things you wish could stay quiet can spread like wildfire. Now we’ll see whether American Apparel is equipped with a social media crisis plan.