Columbine: How tragedy can change marketing

Anyone who was in Denver knows the chaos and sheer terror that radiated from Littleton that day. I was on my way to meet a co-worker for lunch.  She worked just blocks from Columbine.  Police cars sped past, lights on and sirens blaring, at no less than 60 miles an hour.  Straight down Wadsworth, a main road connecting most of the metro area cities in Denver, the police cars came.  And then some more.  And then even more.  I could almost hear the calamity from where I was.

Out of concern, I stopped a local restaurant.  The TV was on and there it was.  Hundreds gathered in front of Columbine High School.  Parents, teachers, students, friends, TV reporters, residents - all waiting to hear and see what has happened.  People called into radio and television stations.  Alice 105.9 (probably the most popular radio station for the high school demographic) took calls from parents - desperate to get information about their student.  Even more chilling, however, were the whispered calls of students in hiding.  Some cried, some didn't.  But the terror seeped from the air waves and made Denver a changed place.

That next day I had off from work.  I went down to Littleton.  Drawn there by a need to divide the sorrows of those grieving.  I didn't know anyone at that school.  I did know, however, the blind innocence of those high school students.  Teenagers - who are notorious for living painfully in the moment.  Parents - who struggle to guide their children, to provide for their future - sending their teens off to school and expecting to see them that night at dinner.  But April 20th changed that.  I left a flower and my High School Letter at the scene with the other hundreds of similar items.  I went down the street to a local church and prayed with the kids there.  I cried with the parents.  I tried to leave some hope for the future at the alter of pain.

In the days following the shooting, details emerged.  Many of them, we know now, are not completely accurate.  But some of them are.  Nonetheless, what remains is a cityscape that has changed forever.

So by now you are wondering, "I thought this was a Marketing column?"  It is.  If you read the above and feel any sense of grief, than you can imagine what the word "Columbine" means here.  A Columbine is a beautiful flower.  The state flower - it was an easy choice for some in Denver for a business name.  Now, post-April 20th, the word "Columbine" evokes sadness, regret and even some anger.  "Columbine" became a national buzzword.  Never attached to good feelings anymore, it is a word that has passed usefulness in Marketing.

Businesses jumped on the tragedy 10 years ago.  Some offered proceeds going to benefit this student or that family that had been affected by the Columbine tragedy.  Others offered T-Shirts and rubber bracelets.  All in an effort to support the community and allow others to connect to the sadness.  I don't discourage this type of marketing.

I do caution businesses on this: After a national tragedy such as Columbine or the 9/11 terrorist attacks, we are all quick to support the cause.  It gives us purpose and allows us to feel just a little better knowing that we are doing our part.  But be careful not to ride out the initial waves of support too long, because there is a backlash.  People get tired of hearing about it.  They don't want to feel the pain anymore.  So the business that was very valiantly to supporting a cause becomes a money-hungry business quick to capitalize on the tragedies of other.

Be careful.  These days "Columbine", 9/11 are both examples of causes that deserve attention and support.  Soldiers, firefighters and police are all noble careers.  But studies show that using them in marketing campaigns doesn't drive a higher response.  It lowers the response, as a matter of fact.

I am not saying to avoid national tragedies as a Marketing Campaign.  While studies show that the above examples have lower response rates now, they had huge response rates just following their respective events.  People support businesses that support a cause.  Pair up with a cause that generates feelings of hope.  One of the best examples of this type of cause is Susan G. Komen (Breast Cancer).  Their ads, commercials and messages are ones of hope.  The Children's Hospital is another good one.

As a final thought, Columbine was a terrible event in American History.  My heart is still broken from that day.  I pray for the students and families that were effected by the events of that day.  All business aside - love each other.  Hug your kids.  Pass a smile on to someone.  Send out a card to a relative, and call your mother.  Life is short and time is shorter.

Today - love each other.