Marketing your business — especially if it’s closed — during this time has its challenges. Maybe it’s something you’ve been forced to abandon to save money. We get it. We wrote recently about which marketing initiatives you can definitely pause right now and which ones to discuss with your team.
But now we’re getting closer to the big reopen date, at least here in North Carolina (fingers crossed). While things may never return to the “normal” we once knew, now is the time to consider how you’ll approach business and marketing once things are back to “normal-ish.” What is your new marketing and advertising plan for the new normal? It’s time to start your bounceback plan.
Marketing Right Now
As a reminder, you should be doing a few things right now to stay in your customers’ heads:
- Posting on social media
- Writing newsletters or emails to communicate your status and any updates to your business
- Advertising a deal for customers who stay with you during this time. If your business is based on memberships, but you’re closed, you want customers to keep paying so you can keep paying your team. Offer them some sort of special if they stay in it with you.
- Did you pivot to survive? If so, how are you reaching people about the change? Communication is more important than ever right now!
Bounceback: Why Market?
Some people say after things reopen, residents will flood local businesses. We’ll all go back to getting haircuts, visiting the spa, going out to eat, shopping. Some speculate the reopen will be slower, more cautious. None of us can say for sure. Regardless, you may think you don’t need to change your marketing because all your old customers will simply come back, eager to be out again and doing normal life.
Maybe. Or maybe they’ll find one of your competitors — the one who is advertising a great deal right now. Marketing during what we’re thinking of as this “bounceback” time is critical. You want to be in your customers’ minds as soon as they emerge from their homes and get back to the office. Be sure your name is one on their list of places they want to re-visit/ re-engage as soon as possible.
Many businesses took a big hit; many are borrowing money to survive. While spending money may feel scary, you’re more likely to bring in returning and new business the rest of the year if you prepare a marketing budget and a plan now.
Preparing for Your Bounceback
With that in mind, what can you do? As we said, now is the time to strategize. Some things to consider:
- Will you offer a discount or a deal when you’re back?
- What is your messaging as we all come back? Is it the same as before or will it change?
- If you pivoted your product or service, will you abandon that or keep some or all of that offering?
- Have you reached out to customers about your reopen date (once confirmed) to remind them that you’re still here?
- Will you shift your advertising to a different type, such as switching from Facebook ads to Google or radio to streaming radio? Change the budget up or down?
- Are there other ways you can reach people via referrals, fliers, outdoor signs?
- Think about what services, products,a or offerings that make you the best revenue and focus on pushing that first.
- What’s the best medium to reach new potential customers?
- As hard as it will be, can you put together a marketing budget to use during this critical bounceback time?
- Are there other like-minded or compatible local businesses that are in the same position and might be open to a “partnership” to market and advertise together?
Keep in Mind
One thing to keep in mind is that people may feel offended if you try to go back to “normal” too quickly. We’re all feeling the urge to find normalcy again, but your messages may want to include some sentiment that indicates the losses and stress experienced during this unique time.
How you approach your bounceback will vary by business and industry. We’d love to brainstorm ideas with you that will work for your service or product. With a little thought, your bounceback could end up being a slam dunk for your business. Contact us today so we can get started.