It's Wednesday and already a good portion of the East Coast is headed out of town. This time it's not for vacation, but to flee the wrath of Hurricane Florence. Florence is a 250 mile wide category four hurricane that is threatening South Carolina, Georgia, North Carolina and Virginia. A storm of this size does not just impact the coast. Businesses are closing as far inland as Raleigh NC. With many years representing retail clients in this region, we have become acquainted with the damage these things do to sales as well as property. The hurricane phenominum presents an advertisers conundrum. While the stores themselves may not do business, the media is reaping it's largest audience of the year. Consumers are glued to their computers, smart phones, and television sets getting the latest update about the storm. For advertisers and their ad agencies, it becomes a question of building the brand with the most efficient ad delivery of the year or canceling your efforts due to the lack of potential sales in the area. The smart advertisers are going do stick with their media schedules and end up with the most efficient buys of the year. History has proven that consumers will have a zealous appetite for consumer goods as the storm clears. Staying cooped up in a shelter or house for a couple of days leads to a ferocious appetite the hit the mall to replace and renew. If you are considering the media dollars you have in the market a waste, you are wrong. It's really and opportunity.
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