As we all learn how to navigate the brave new pandemic world, the reality is that there is still competition, solutions and services to be sold, customers to be managed, leads to be converted, and business to be done. So, what is the new operating reference point? How do we strike the right balance between a myriad of competing interests in these challenging times? Let us take a look:
Totally out of bounce is tone-deaf, out-of-context messaging, which, while never a good thing, is inexcusable. Right now, the number one thing brands and businesses need to be saying is: What can we do to help? Now, more than ever, people do care about how you talk and what you say. However, if brands prioritize profit over people, trust will be broken, potentially irreparably. How do you want your brand actions to be remembered in the future?
For example, Australian gin distilleries (including Four Pillars distillery) are working together to develop new hand sanitiser products, re-purposing their existing production facilities to meet national demand, and in turn, keeping their workers employed. (Link: https://www.smartcompany.com.au/coronavirus/australian-gin-distilleries-hand-sanitiser-covid19/)
It starts with sorting out the new plan internally, and what does the new time horizon look like? Starting from today until “normalisation” is established (6-12 months). What you do in the early & middle stages will yield results later. As an agency, our sole purpose is to serve our clients’ needs. Many of these clients have a responsibility to keep their operations running during the quarantine phase. Let your clients know how you are operating, then expand the message to: This is what we can and cannot do at the moment.
Do you have a contingency work plan to cater for the possibility of extended remote working models? Are these remote working models here to stay for your business? How will that affect your sales & marketing? Are your tech, processes, and team ready for more remote meetings and less human contact? Getting the plan out there will go a long way towards giving reassurance and building goodwill.
The effects of COVID-19 are being felt in communities worldwide. As people and businesses find a new normal for operating under government-imposed health and safety restrictions, it is time to adapt and be creative. New & authentic ways of connecting and being positively remembered will win hearts and minds. Imagine creative ideas that encourage the user to think differently. For example, with the massive demand for online delivery during the COVID-19 quarantine, Menulog, Deliveroo, Uber Eats, and even Domino’s have stepped up by offering contactless delivery.
Sydney CBD’s wine bar, Prince of York, may have closed its doors, but they have rolled out three new ways customers can get their food. These are ‘party at home’ and ‘cook at home’ packages, which will be delivered to customers and provide them with restaurant-quality meals that can be assembled in under ten minutes. (Link: https://www.smh.com.au/national/nsw/sydney-s-businesses-get-creative-as-city-shuts-down-20200323-p54d11.html)
TIP: Send a postcard to let your customers know you’re thinking about them and can’t wait to see them again. While you’re at it, you can also plan and create postcards to welcome new customers when you reopen for business.
The way we say it is just as important as what we say. This unprecedented crisis demands a reassuring human voice, not tone-deaf corporate speak and jargon. It is not the time to play buzzword bonanza. Instead, present social and corporate leadership that expresses strength and resilience. Stay consistent on social media and showcase your brand values – not just in words, but in action.
If this was not evident pre-pandemic, the chickens have certainly come home to roost now. Is the way your business sells / markets aligned with how your customer buys? Take another closer look at your customer journey maps. Identify a unique and creative option to innovate for the future. That is, to enhance customer experience and save costs. For example, integrate remote meetings permanently, allowing customers to self-serve and book meetings at their convenience. Who knows, you might save considerable costs, clients could take to it, and it becomes the new operating mode.
There have been some truly heart-warming stories emerging from this crisis, from landlords offering rent breaks to tenants, healthcare workers being “adopted” by members of their community, and distillers switching production from gin to hand sanitizer. In times of crisis, we see who is willing to step up and lend a hand. These are the brands, organisations, and people that will be remembered for years to come. Consider how your business can contribute, big or small, to your community. This is a unique opportunity to make a significant impact, to be remembered for the right reasons. To do some good.
Considering all factors, how will a COVID-19 world impact your sales and marketing strategy going forward?
If you’re struggling with this question, let’s have a chat. Book a personal FREE 45-Minute Consultation with me, and we can walk through some options.