Everyone remembers where they were on 9/11. A day of tragedy that will forever be remembered. Until this year, AT&T posted an advertisement of one of their phones capturing a picture of where the towers once stood. Played off as a tribute to the events that occurred, AT&T ultimately used this occasion to reach their potential consumers.
There are so many opportunities for these companies to display advertisements, such as the Super Bowl or on the bus; however, events such as 9/11 should be untouchable. Marketers across the globe must understand the boundaries of exploiting such tragedies, or even particular holidays.
Outrage from the post on Twitter was instantaneous, and AT&T was forced to remove the tweet. The horribly timed tweet may, and should translate to consumers changing their perceptions about the company. Albeit a small act, this is just one example of how companies and their marketing departments must collaborate in order to establish a code of ethics.
The entire idea of companies aiming to maximize profit is in some way related. AT&T and others look to establish long-term relationships with their consumers, and without their consumers being satisfied it is easy for them to turn to other competitors, particularly in highly saturated markets like telecommunication.
Ultimately, there is a time and a place for everything. Rather than trying to exploit the emotions of people on an anniversary of a tragedy, company’s should truly post a tribute. Monday night football or Thursday night commercials are the place and time to place advertisements. Company’s must respect their consumers before their consumers will respect them.