Hurricane, Superstorm, Frankenstorm. Whatever you call it, Hurricane Sandy is taking the East Coast by surprise. The is the biggest storm that this portion of America has seen since 1820. And who is there to help when others are running away? Home Depot.
Home Depot has done a great job of marketing itself as a sort of storm headquarters. They are able to make supplies available such as batteries, generators, flashlights, chain saws, and the like, when others cannot. When Hurricane Irene came around the Home Depot increased their quarterly sales by a full percentage point. By the looks of things, Home Depot’s sales will be through the roof once again.
According to an Ad Age article entitled, How Adland Is Weathering Hurricane Sandy, Home Depot had this comment:
“Our goal is to be the last to close and the first to open. We stay open as long as we can, as long as it is safe for our associates to be there,” said Meghan King, a spokeswoman with Home Depot. “On the other hand, many stores have extended their hours to serve customers as long as possible. Hurricane planning is a year-round exercise for us, so our operations, merchandising and store teams know what to do and when to do it,” Ms. King added.
Home Depot has not only performed well at the retail level but they have also created their own hurricane command center. Doug Spiron, Captain of the Home Depot Command Center, said they are open 24/7 preparing for the storm. They have adequately supplied the stores in preparation for Hurricane Sandy and have trucks on hold to push more supplies into these areas. Watch the entire video interview with Doug here: http://video.foxbusiness.com/v/1932487849001/
When Home Depot is there, rooted in these areas that are desperate for supplies, customers will remember. They will remember Home Depot’s far-reaching social responsibility. Companies such as this that are good corporate citizens create lasting relationships with the communities in which they reside. Home Depot has done this and continues to do this in the wake of natural disasters such as Hurricane Sandy.
Home Depot is a great example of how a solid marketing plan and dedication to social responsibility can not only be good for the public but also good for the corporate brand. They know that if you need help you will look for the infamous orange aprons.
What other companies have you seen that are taking a similar approach?