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It Hit Me Like A Hurricane — Literally

Have you noticed it usually takes something unexpected, out of your control or of great magnitude to put things in perspective?

2020 seems to be chock full of these.

Case in point: I’ve been to the island of Cozumel in Mexico many times – in fact, I got married there in 2015 – and have always enjoyed an abundance of sand, sea and sunshine.

But, not this year.

I returned in late October for a five-year anniversary celebration with my husband. Two days into our trip, we learned Hurricane Zeta was heading straight for us.

Having previously lived in Florida for eight years, I’m familiar with hurricane protocol and preparedness, but this was different…being away from home on an island with limited resources and questionable infrastructure had me worried.

The good news is Zeta remained a category 1 hurricane when she arrived in Cozumel, bringing maximum sustained winds of 90 MPH. During the six-hour storm, my husband and I hunkered down in our hotel room and astonishingly, never lost power for more than a few minutes.

The better news is the small island and its people are tough and resilient. Pre- and post-hurricane procedures were implemented with expertise and efficiency, making tourists feel safe. Hotel staff were kind and reassuring, many staying to care for guests in lieu of their own families. Local volunteer groups quickly mobilized clean-up efforts to clear roads and help restore a sense of normalcy.

The entire experience was a smack-on-the-head reminder of what’s important, what really matters. In times of crisis – such as a global pandemic, recession or political uncertainty – it’s easy to lose focus or become distracted. I want to share three marketing lessons that are relevant now and should remain top of mind as we move into 2021.

Marketing Lessons I Learned From Hurricane Zeta:

What are the basics that are most important to your customers? How can you help them weather the storm?

Are you regularly checking on your customers? What customer service tools can you implement to make sure they feel taken care of?

What untapped resources can you use to grow your business? Can you partner with another business to offer additional services or more value to your customers?

Controlling a crisis is out of your hands, but how you respond is what your customers will remember.

"My company has worked with Tracy on numerous occasions providing public relations services to clients of ours. I have always found her to be professional, an excellent writer and overall, just very good at what she does."

Robyn Bonaquist,
President, B-Squared Advertising

"Speaking from professional experience, anyone would be well served enlisting WordPlay in their communication strategy."

Ted Davis,
Senior Vice President of Sales & Marketing, Benchmark Hospitality

"I highly recommend Tracy Southers-Parker. She is a brilliant writer and has been a great help in improving our sales and customer calls. She is extremely responsive and I have been consistently getting great customer service from her and her team."

Anita Cutrer,
Partner, Hoppes and Cutrer LLC

"I would HIGHLY RECOMMEND Tracy Southers from WordPlay to help with your marketing. Tracy simply "gets it done!"

John Schock,
co-founder and event organizer, Showcase in the Square

"One of my favorite public relations people - we appreciate you so much Tracy Southers! If your company is in need of public relations, use Tracy! She's the best!"

Carita Weaver,
Co-Founder, i5 web works

"Tracy has always provided sound advice and guidance to us and our clients. Her work with us and our client is professional and on time. Her follow-up and focus ensured the work will be well written and give exactly the impression we want for our business."

Michael Burns,
Co-Founder, i5 web works

"I have worked with many public relations professionals throughout the US and Europe. Tracy is by far the best! She will help take your company to new levels."

Wes McDaniel,
CEO, Ideal Impact, Inc.

"Tracy helped Box Insurance launch a brand new service offering and walked alongside us to get the message out clearly and succinctly! To describe her as thorough does not do Tracy justice and her attention to detail is second to none!"

Casey Hege,
Vice President, Box Insurance Agency

"I've worked with Tracy for several years and have always found her copywriting to be top notch. She's professional in every aspect, easy to work with, and consistently meets deadlines with a polished product that is ready to print."

Mike Tesoriero,
Publisher and Editor, Southlake Style and N.E.T. Business Resource magazines

"Tracy is very good at her job and has helped the bank tremendously on a regular basis!"

Mark Jones,
President, First Financial Bank Southlake Region

"My company has worked with Tracy on numerous occasions providing public relations services to clients of ours. I have always found her to be professional, an excellent writer and overall, just very good at what she does."

Robyn Bonaquist,
President, B-Squared Advertising

"Speaking from professional experience, anyone would be well served enlisting WordPlay in their communication strategy."

Ted Davis,
Senior Vice President of Sales & Marketing, Benchmark Hospitality

"I highly recommend Tracy Southers-Parker. She is a brilliant writer and has been a great help in improving our sales and customer calls. She is extremely responsive and I have been consistently getting great customer service from her and her team."

Anita Cutrer,
Partner, Hoppes and Cutrer LLC

"I would HIGHLY RECOMMEND Tracy Southers from WordPlay to help with your marketing. Tracy simply "gets it done!"

John Schock,
co-founder and event organizer, Showcase in the Square

"One of my favorite public relations people - we appreciate you so much Tracy Southers! If your company is in need of public relations, use Tracy! She's the best!"

Carita Weaver,
Co-Founder, i5 web works

"Tracy has always provided sound advice and guidance to us and our clients. Her work with us and our client is professional and on time. Her follow-up and focus ensured the work will be well written and give exactly the impression we want for our business."

Michael Burns,
Co-Founder, i5 web works

"I have worked with many public relations professionals throughout the US and Europe. Tracy is by far the best! She will help take your company to new levels."

Wes McDaniel,
CEO, Ideal Impact, Inc.

"Tracy helped Box Insurance launch a brand new service offering and walked alongside us to get the message out clearly and succinctly! To describe her as thorough does not do Tracy justice and her attention to detail is second to none!"

Casey Hege,
Vice President, Box Insurance Agency

"I've worked with Tracy for several years and have always found her copywriting to be top notch. She's professional in every aspect, easy to work with, and consistently meets deadlines with a polished product that is ready to print."

Mike Tesoriero,
Publisher and Editor, Southlake Style and N.E.T. Business Resource magazines

"Tracy is very good at her job and has helped the bank tremendously on a regular basis!"

Mark Jones,
President, First Financial Bank Southlake Region