Timing is absolutely crucial to businesses. Good timing means that you’re on the ball and get products out while they’re hot. Bad timing means spending a lot of money on a product people no longer care about and will ignore.
Sometimes timing is all entirely up to change. Sometimes you’re ahead of the game or release something just as it’s getting popular. Sometimes similar products from entirely different companies appear within months of each other entirely by accident. And, sometimes, ads, products, or other things are released a short time after a tragedy happens.
You need to be aware of the world and sensitive to the going-ons in it. If your product, ad, or other item is too similar to a recent tragedy, then you might need to rethink releasing it and hold it until after time has passed, or not make it available at all.
Sometimes you can’t prevent your product, ad, or other item from going live shortly after something horrible has happened. If that’s the case, then you need to apologize to your consumers and explain what was going on. In some cases, the item in question was crafted months in advance and it simply was a matter of accidental poor timing. Be upfront with what happened and make it clear that it was an accident.
People generally are forgiving, especially if they know that things were out of your control. You just need to keep them informed that that is the case.
Social Media Director, Just One Vision