Marcom lessons from 9-11

As I write this story, the world is commemorating the fifth anniversary of the September 11 terrorist attacks on New York and Washington. Where were you when you found out about the attacks?

I can remember turning on CNN shortly after the first plane had hit the World Trade Centre. My 15-month-old son was in my arms and after the second plane hit, I quietly said to him, "The world just changed little man."

And how the world has changed. Because of the September 11 attacks, marketing and communications have changed too. Whole new industries have developed.

In the U.S., homeland security went from an obscure sector to an economic T-Rex. According to Homeland Security Research Corporation, back in 2000 spending on homeland security stood at just US$5 billion. In 2005 homeland security spending had reached US$23 billion. By 2015, projected spending will total $73 billion.

Within the media and communication sector the events of that day created a flurry of activity.

  • Cisco Systems created a branding campaign targeting government and private enterprise that touted its "self-defending network" and emphasised security.
  • Homeland security magazines such as GSN and Homeland Security Today have appeared, as well as homeland security-oriented exhibitions and conferences. For instance, National Trade Productions launched the Government Security Expo and Conference in 2002.
  • McGraw-Hill was one of the first media companies to dive into the new homeland security sector. It held a homeland security conference in November 2001 and launched Homeland Security & Defense, a paid print and online newsletter in January 2002. "There was a flurry of action," said Greg Hamilton, Publisher, Strategic Media for McGraw-Hill's Aviation Week Group.

Bob Bragdon, publisher of International Data Group's CSO (Chief Security Officer) magazine said, "9/11 was an eye-opener for businesses."

The lesson is to be watchful for new business opportunities created by such events or decisions. They happen quickly and often without warning. When they do occur, assemble your own marcom 'war room' and decide quickly whether your products or services have a relevance to the situation at hand. But don't spend too long. History rewards the nimble and the first to market.

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