24 Mar Proactive Marketing in these Times
The team at Farinella has been thinking about how companies can communicate timely information to their customers and drive business through marketing during these times. Here’s what they have to say:
There’s no point in retail-splaining the state of the business. You see it every day.
We want to give you some ideas of what you can do now to help drive business back into your stores when the time comes.
Here you go:
Build a Marketing and Communications Strategy NOW — Yes, the entire world is changed by what’s happening now. No doubt about it. But, start thinking about how you’re going to reach out when the time comes rather than missing an opportunity. Be smart. Look for cost-effective methods. Uncover the most efficient ways.
Get your Brand House in order — Customers are going to look past you unless you have a carefully crafted message and a clearly articulated brand promise. Further, if you don’t have visual assets ready to deploy, then you’ll use valuable time creating those as demand skyrockets. Rather than being an Ace/True Value/Do-it-Best store, what does your store stand for and offer that no other store in the area
Clean up Your Website — When did you last refresh the content and visuals? Do you understand where your visitors are going and how to reach them? We can’t understate how important this is, especially since your potential customers can’t meet you face to face for the foreseeable future.
Start creating Advertising assets — Getting a head start will be necessary to many businesses, especially in hyper-competitive industries. Your company was terrific 45 days ago, right? Your business is still fantastic. Let new people know all about it.
The most crucial of all these ideas is a strategy where you and your agency (we know a good one!) talk about realistic goals, budgets, and comfort levels.
Here are some ways that you can be communicating with your community and your customers:
Organic Social Media — let your fans and followers know what’s going on, offer your support, ask for their help, provide information where appropriate. This is also an efficient and cost-effective way to let the community know what you have in stock these days.
Social Media Advertising — Reaching out beyond your loyal audience to introduce your company, without being cheesy and aggressive, will serve you well when consumer confidence and activity returns.
Email Marketing/Newsletters — The key is to offer information, distractions, comfort to your audience in these times. We believe that these communications should bleed optimism and provide a reason for these people to find you in the months ahead. Plus, this is a great way to offer tips and suggestions on cleaning, sanitizing, etc.
As always, we stand ready to help. Contact us at any time.