Sandy

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Seaside's Casino Pier, post Sandy.

Seaside's Casino Pier, post Sandy.

Hurricanes have a way of disrupting your normal routine even when they barely affect you personally. I am one of the many blessed losing only power (for a half day) and a few shingles vs. losing an entire roof overhead and a warm place to live and a lifetime of memories. Words fail when you see the devastation caused by Sandy last week.  Boardwalk businesses and memories snapped like so many matchsticks. Entire communities in densely populated North Jersey and  the NY and CT portions of the metropolitan NYC area. All of us have our work cut out to offer relief to those who have been devastated by Sandy.

But being at a loss for words over this horrific situation led me to take note that on a very different subject, some writers are absolutely inspired to get their thoughts and feelings across on paper.

Inspiration is in your hands (brain cells?)

Inspiration is in your hands (brain cells?)

The late Linds Redding, author of a remarkable take on creativity.

The late Linds Redding, author of a remarkable take on creativity.

Ad Age’s Matthew Creamer captured my attention first with this lead — “The Best Piece of Advertising Writing You’ve Never Read.  Irresistible, yes, and when you read it, unforgettable, especially if you have worked in the creative services industry.  Creamer’s blog links to the late Linds Redding’s essay online, which captures the drive to produce work that causes others to say things like “Whoa” and “Wow.” It also nails how others easily exploit that drive to get writers (and artists) in advertising to sell their blood, sweat, and tears for pennies on the dollar.

Defender of liberty, Mark Levin.

Defender of liberty, Mark Levin.

There is a certain amount of hubris, however, that allows advertising creatives to falsely believe that we have cornered the market on creativity and ideas. During my drive home one night, I had the pleasure of hearing the impassioned patriot (and Cheltenham graduate) Mark Levin read this remarkable essay from the late Leonard Read on his radio program. It explores what makes production of the humble pencil possible. It is an eloquent case for the free enterprise system as a means of creating commerce, jobs, and work for so many. Those who want to limit use of the world’s many resources, the operation of factories that too many believe are just pollution mills, and the pursuit of entrepreneurial opportunities might reconsider their obstructionism. If we ever want to see a vibrant economy again, we need to allow people to pursue dreams and to use creativity to develop new products and make good products better.

Those who were devastated by Hurricane Sandy need help to rebuild their lives. Creativity and free enterprise make great foundations to get that process moving successfully.

 

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Hurricanes have a way of getting your attention. Being part of the Mid-Atlantic path of Sandy has made me aware of many things out of the normal course of daily business. Storms of all sorts are increasingly opportunities for local news stations to push weather expertise and project themselves as round-the-clock regional communications centers. The result is typically a lot of supermarkets benefiting from bread and milk sales and a lot of snow shovels and sidewalk salt sold at Lowes and Home Depot.

Erie Insurance and State Farm took to the air pre-Sandy promoting emergency preparedness.

Erie Insurance and State Farm took to the air pre-Sandy promoting emergency preparedness.

However, the potential for serious flooding, property damage, and power outages with Hurricane Sandy over such a wide path of the Eastern seaboard has upped the ante in many directions. Yesterday, a number of smart retailers like Wal-Mart and Office Depot had moved essentials to the front of their stores, including bottled water, flashlights, batteries, etc. Perhaps the only exception — portable generators are still tough to be had at a time like this.

Especially surprising were some smart radio commercials yesterday by two different major property/casualty insurance giants — State Farm and Erie Insurance. Both spots were direct, full of good preparatory advice, and reassurance that they would be there for policyholders. That is a solid message for corporations to send ahead of what will be a costly quarter for them as they help customers settle claims post hurricane. The media buy was expensive, but likely more than offset by the new customers they will gain from competitive property/casualty insurers who don’t treat their insureds well in the days ahead.

Travelers sent a safety email to customers in advance of Sandy.

Travelers sent a safety email to customers in advance of Sandy.

I wondered about my own company, Travelers, but found a similar message emailed to me, along with important details on storm preparedness and claim follow-up. This is a terrific use of a Customer Relationship Marketing database, and while it may seem like a no-brainer, it requires advance planning on the part of the insurance company’s marketing department, along with coordination with all the departments within the company to ensure accuracy of information.

One of the biggest concerns related to Sandy appears to be about loss of electricity from downed trees taking down transmission lines and water affecting the power grid. I had one unexpected level of assurance from my friend Steven Brush posting to Facebook on Sunday — he snapped a smartphone picture of electrical crew trucks traveling north from Alabama via I-95. Now, that’s emergency preparedness and much appreciated out-of-state assistance even before it is officially needed.

Power crews from Alabama already headed north in advance of Sandy.

Power crews from Alabama already headed north in advance of Sandy.

In the information age, all of us are getting better prepared to handle whatever nature throws our way, certainly following painful lessons learned during Katrina. And government, utilities, media, non-profit relief agencies, and businesses are getting smarter in helping citizens weather these storms.

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