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Marketing Strategies In A Country Where There Is Political Crisis

Posted by Anonymous on 6/19/2005 at 12:17 AM ET 125 Points

We are event organizing group wherein sponsorships of corporations play a meaty role in our success.

At present our country is in a political crisis and we don't know what is to happen next. However, as I see it, the business communities are doing their usual jobs and so are the people. Opposition ploys are not working and observers say we have "people power fatigue"

My question is " If you are the top executive of a company, would you order your marketing people to put a hold on your funds for sponsorship?

I'm eager to know since we have lots of events lined up.

Thanks!

Posted by Jo Masterson on 6/19/2005 at 5:28 AM Accepted

Hello,
I would still sponsor events that are likely to be received positively by the public. The only ones I might opt out of are those that are controversial, or could be dangerous for people.

Good Luck!
Jo
Posted by mgoodman on 6/20/2005 at 12:14 AM Accepted

I think Jo's advice is probably right. As long as the events you're planning are not politically "loaded," it's probably reasonable to expect sponsorship/support from the business community.

You may want to include some reference to the situation in your presentation, giving the executives some assurance that you're aware of what's going on and why it could be an issue. Then give them the rationale for going ahead and sponsoring anyway. If you deal head-on with the question that's on their minds, and offer them a plausable path forward that still serves their interests, they'll probably appreciate your candor and make the right decision.

Besides, what other choice do you have?
Posted by Puru Gupta on 6/20/2005 at 5:07 AM Accepted

Alice,
Based on the information you provided, here is my perspective to your case.

I think that a client would evaluate his condition, based on the following:
(i) What is the involvement of the target segment in the Corruption Crisis?
(ii) Does your event instigate commotion, or push sentiments?
(iii) Could your event become the scapegoat for opposition?

Let me elucidate this, with the Greens, Reds and Orange!

"The Greens" - Signalling go-aheads:

(a) Your target segment is the Student populace, and not the officials and the authority, per se who might be cleped as the "source" of corruption. This would ensure that the Emotive Chords are under control

(b) The Events organized give a subdued face to the entire issue - painting competitions/slogan contest, which can be taken healthily,

(c) There is social value attached with it, wherein the Younger generation can send an inspiring signal illustrating their indifference to the crisis - and YOU are the facilitator to this whole process!

"The Reds" - Watch out for them:

(a) The Topic of discussion would not be appreciated nationally, and would be taken from a skeptic viewpoint. You need to go ahead a few steps to convince the client about the relevance of the event, and its implications

(b) You need to ENSURE that you are COMPLETELY indifferent to the current situation, and unbiased towards it. At the same time, you are not IGNORANT of it, and DO have an opinion. There is a thin line of difference here, and it is imperative that you are on the right side!

"Orange" - Areas you need to take care of:

(a) The target segment - Generation Y - full of energy and enthusiasm, would not need much to get their adralin pumped up - a minor incident might trigger their emotive chords - you need to orient the event in such a way that the EXTREMES are avoided ! Maybe "Diplomacy" would be a safe bet, viz-a-viz Slogan topics and Debate Discussions

(b) You need to convince the clients of the possible social take-away from the Event - Amidst such a crisis, if one is able to change directions and paths of even a few - thats a HUGE ROI on their investments! Social Capital is what I would harp on, in your condition!

Hope this helps!
Regards,
Puru
Posted by mgoodman on 6/20/2005 at 9:14 AM Member

I'm very familiar with your country and situation, having lived there and with family ties (in-laws who have mostly left by now). I also had a major corporate client with operations there, and I have worked on projects that required travel to, and involvement with the local management, in your country.

You will undoubtedly encounter a lot of resistance from the corporate community in sponsoring events like yours, but there are many who will also sympathize with the goal -- at least privately.

If you are careful to ensure that no companies will be publicly chastised as part of the program, you may be able to get sponsors to at least support the concept of a government free of corruption. It's touchy, but worth the effort.

It is a shame to see what's happening to a beautiful country with some of the nicest, most generous and capable people in the world. I hope you are able to make your mark on this problem, however small in the scheme of things.

Good luck.
Posted by prbypr on 6/20/2005 at 2:12 PM Member

A few thoughts from corporate perspective --

I would have to seriously reconsider any sponsorship that might put my employees or my prospective customers in danger. Political unrest can easily escalate to violence in certain countries -- and this possibility would have to be weighed carefully before I would agree to go through with this type of sponsorship.

Most corporations will tell you that they are heavily accountable to their shareholders -- and if the sponsorship doesn't make sense for their bottom line and could jeopardize their reputation or sales, most companies are going to withdraw their support. No one wants to be associated with an event with the potential to erupt into violence. Particularly if the factions that were "not invited to participate" decide to participate anyway.

I'm not sure of your situation, but I would do whatever you could not to ruffle any feathers prior to the event -- and do what you could to demonstrate to prospective sponsors that your organization is prepared in case of problems. Put together a good crisis communications plan and share it with your sponsors. It might help.

I wish you luck and hope that it works out.

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