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:

• Basics Matter Most
  During a crisis, bells and whistles are not important. I did not care about the hotel’s amenities or activities; what mattered most were hurricane shutters, generators, water and food supply.

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

• Customer Service is Key
  The morning Zeta was scheduled to arrive, the hotel held a mandatory meeting in the lobby for all guests to explain procedures and answer questions. During the storm, periodic calls from the front desk were received to address any concerns. Hotel security were stationed at all entrances to make sure everyone remained safe.

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

• Resourcefulness = Faster Recovery
  After the hurricane passed, the hotel delivered box meals and bottles of water to every room until its restaurant could be reopened. Guests volunteered to help clean the pool and clear landscaping debris. Board games and books were offered until internet service was repaired.

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.