Marketing
101 Tips for Communication in Emergencies
As a ClickBank Affiliate

This page helps ClickBank affiliates who are considering promoting our ebook, 101 Tips for Communication in Emergencies. It has resources and insights that might reduce the cost of devising a marketing program for this item, and describes the buyers in some detail.

The general reading audience for 101 Tips for Communication in Emergencies consists of people who participate in one or more of these activities:

• Lead, participate in, charter, sponsor or train enterprise emergency management teams
• Emergency management planners
• Leaders of or participants in emergency after-action reviews (retrospectives)
• Journalists who cover enterprise emergencies
• Organizational leaders, especially those considering redesign of emergency management plans
• Investigators looking into organizational performance during enterprise emergencies

How to Reach the Buyers

Buyers of this product are, for the most part, those who are preparing for enterprise emergencies or brand emergencies. Once the incident has begun, this product is still of some use, but it will be very difficult to get the attention of the buyers, because they're preoccupied with the incident. Market this item to buyers either:

• Prior to any incident, or
• Following an incident that the organization might not have handled well, or
• During and after an incident involving another organization similar to theirs

Other buyers include those not directly involved with enterprise emergency management, such as journalists, investigators and trainers. You can market to them at any time, but they'll be most interested either during or after a major incident that occupies a significant slice of public attention.

Buyers residing within the enterprise are motivated by some or all of the following concerns:

• They want to be able to demonstrate, post-incident, that they provided the organization with the best resources to prepare them for emergency management
• They want to ensure that the performance of the emergency management team is everything it could be, in the event of some future incident
• They want to prepare for a specific kind of incident, perhaps one similar to an incident lately in the news involving a competitor or a similar organization
• They're being reviewed by a process standards organization, and they want to ensure that they will obtain the certification they seek
• They've been told by an insurer that their emergency management plan needs upgrading and they are looking for resources for ideas and utilities to include in the revamped plan
• They've learned that a competitor organization is more sophisticated about enterprise emergency management, and they want to meet the competition, to use the new capability as a marketing tool

Web sites that appeal to emergency planners include:

• The Business Continuity Institute
• CSO: The resource for security executives
• Wikipedia's article on business continuity planning
• Contingency Planning World
• The Business Continuity Planning Association
• Continuity Central

Here are some conferences of interest to enterprise emergency planners:

• Business Continuity: Risk Management Expo
• Business Continuity and Corporate Security Conference
• Continuity Insights Management Conference
• International Safety & Security Conference
• Natural Hazards Center, a list of conferences, maintained by the University of Colorado

The job titles of prospective buyers vary, of course, with the size of the organization. For small organizations, approach senior management directly. But in larger organizations, look for these titles and certifications:

• Manager/Director/VP, Business Continuity and/or Strategic Planning
• Directors Business Continuity and/or Recovery Services
• Directors Global Continuity
• Directors Security
• Chief Technology Officer, Chief Security Officer, Chief Information Officer
• Director of Information and Technology
• Director Risk Management
• Director Operations
• Director Internet Security
• Director Information Security
• Director Human Resources
• IT Manager
• Technology Developer
• Systems and/or Program Manager
• Internet Security and Information Security Manager
• FBCI, MBCI, ABCI

Take care not to market to people who are looking (primarily) for public relations capabilities. This product deals with internal communication, as opposed to public mass communication. This product is designed for those who want to make team communications more effective in emergencies, especially within the emergency management team itself.

If they're searching for resources on the Web, they're probably looking for some of these keywords and keyphrases:

Comarketing and
Marketing Synergy Opportunities

If you're already marketing some products, you might find that the people you're already looking for are the same people who would be interested in 101 Tips for Communication in Emergencies. Here are some products that buyers of this item might also be interested in acquiring:

Resources

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