Recently, I feel like we are living in a scary science fiction movie. With 24 hour news coverage of the COVID-19 Pandemic, schools closing, quarantines, people closing their business - it is an unprecedented time in our country.
As a small business owner, I didn't sleep well last night. After learning about schools in Wisconsin closing, the thought that entered my mind was "What will happen to our economy? How will parents take care of kids, work, run a business, and still remain safe and healthy? If we can't congregate at restaurants, activities, or feel safe shopping - how will businesses continue to make money?"
The answer that resonated with me was "trust your brand and pivot". What does that exactly mean? You have spent tireless hours creating your business, targeting customers, providing a unique product and service....so how can you overcome quarantine and the slowing traffic that frequents your business? Pivot. Pivot in the way that you interact with your staff. Pivot in the way that you interact with your customers. Change is scary...but necessary during this time.
Marketing has always fascinated me. Marketing has proven strategies and techniques that can make a business successful; but what happens when the rule book is thrown out the window? You have to think of new ways to keep your staff and customers happy while entering this new territory. As scary as it may seem, we are blessed to live in an age with such advanced social networking tools that we can rely on our solid brands and create new methods for interacting with our customers.
Here are a few ideas to enhance your brand during the COVID-19 Pandemic:
1. Facebook Groups - create a Facebook Group to talk to your closest and most valued customers. Talk about your new business practices, products, services, and how you are still operating.
2. Facebook Live - do you have a fun idea, topics of interest, sales, specials that you want to communicate with customers? Consider hosting a Facebook Live session. Since we are not allowed to gather in groups of 10 or more, why not advertise and promote a Facebook Live event where your customers can watch as you unveil the latest news about your business. This builds anticipation and gives the customers a reason to check in with you.
3. Rely on your partnerships - pick up the phone, write an email, send a text...reach out to your trusted business partners and ask how you can band together to create a community during this time of social distancing. Hold a digital event where customers can check in online, take part in a poll, chat with you directly, ask questions - the sky is the limit!
4. Keep in contact - if your business has a dedicated clientele that has subscribed to emails or text messaging services, now is a good time to develop a strategy on how to keep in contact. Maybe it is an update on your business hours, policies, or product offerings....communication during a crisis is always appreciated.
5. Stay true to your brand - whether you own a restaurant, retail store, or other type of organization - remain true to your brand. Revisit your mission and vision, reread and remember why you started your business. Maybe your doors aren't open like they once were, but how can you provide service and remain true to your mission?
If your business or organization is looking for help creating a crisis marketing plan during this difficult time, please reach out to KLG Designs for a complimentary consultation. "Small business isn't for the faint of heart. It's for the brave, the patient, and the persistent. It is for the overcomer."
Stay safe and healthy everyone!
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