With the majority of the country beginning to slowly reopen, your marketing strategy needs to change–again. To help you prepare for the next shift in communications and practices, we’ve created this guide complete with 3 tips on marketing during the reopening phase.
1. Be honest and transparent in your marketing in the opening phase
Honesty is the best policy. As you start to open your doors again, being transparent with your customers and employees should be one of your top priorities. Rather than immediately jumping back into old marketing techniques and trying to sell your audience, you will need to bring these strategies back in phases as well.
Sending emails or creating social media posts centered around how you’re planning to keep the public safe after reopening is a good place to start. You’ll want to make sure that your safety plan is very detailed so that everyone who enters your facility feels safe and valued.
2. Acknowledge the difference in your marketing during the opening phase
One of the biggest mistakes you can make while reopening is ignoring the elephant in the room that is the Coronavirus. Acknowledge the changes that have been made due to the virus, and let your customers and employees know how your business has been affected by it. Don’t resume your normal social media posting schedule just yet. Consumers will build a trustworthy connection with companies they can relate to and who aren’t ignoring the problem at hand.
3. Build trust in your marketing during the reopening phase
Being honest and transparent with your consumers, along with acknowledging the differences in our world are some of the best ways to build trust with your consumers and employees. The public wants to know that you view them as more than a price tag and genuinely care about their well-beings.
Now more than ever, it’s vital to the success of your company that you let your employees know just how much you value them. If they can’t trust you, they will leave you for an employer who values their health over revenue.
Prioritizing employee safety is just as vital to their trust in you as it is to the success of your company. As seen in the meat production industry, too many sick employees will result in a shortage of workers, and thereby a shortage in product.
Consider sending out an email offering a survey to employees (and customers) as a way to receive feedback on your efforts and find room for improvement.
How you treat your employees will have a direct impact on the satisfaction of your consumers. In fact, a recent Global Intelligence survey shows that 63% of consumers view employees and employers with more respect now as a result of the pandemic.
This means that customers are now paying attention to how you’re treating your employees. If they see or catch wind of the fact that your employees are being mistreated or overworked, they will no longer want to support you.
It’s going to take a while before people are completely comfortable going out in public again. Reaching out to your consumers through social media and letting them know what steps you’re taking to sanitize your facility is a great way to help them feel more comfortable visiting your establishment.
Be detailed in your sanitation description. Your consumers want to know when you’re cleaning, what you’re cleaning, and how often. They will also want to know whether or not your employees will be practicing social distancing and if they’ll be required to wear masks in your facility.
Use your website, email list, and social media to spread the word that your reopening will be gradual and phased–not linear. This way, your consumers know what to expect and will develop a sense of trust with your business. When things return to normal, they will remember which companies had their best interest in mind when they needed it the most and continue to do business with them.
We’re all in this together. For more information on communication and marketing during the Coronavirus crisis, check out the Bizzuka blog.