by Mabell Fernandez, Market Access Program Director
COVID19 HAS BEEN AN UNEXPECTED AND OVERWHELMING CHALLENGE FOR US ALL. BUT CUSTOMERS ARE EAGER TO GET BACK TO A MORE “NORMAL” WORLD. TO PREPARE:
1. EVALUATE YOUR BUSINESS
Don’t plan your re-launch party just yet – be sure that your business can actually withstand the reopening. It's important to acknowledge that the past couple of months have been difficult and that the world under which we used to operate our business has changed! As you think about reopening, confirm that your business can successfully do so by asking yourself the following questions:
-
When it comes to your inventory, do you have inventory available to sell?
-
Is your supply chain open for business? Are you able to get necessary materials for additional products? What other options do you have in case something changes?
-
Are you able to produce more product? Do you have the appropriate space and safety in place?
If your business relies on the support of employees or vendors to operate, consider thinking about the following:
-
Plan and involve your employees in crafting your reopening plans! Ensuring that you have their buy-in and support will make for a smoother transition back. This will also help with any new trainings/procedures that must be completed in order to meet new safety standards.
Connect with your vendors to discuss your launch plan and confirm that they can meet your orders. Make sure that you set out an action plan for what happens if you must adjust your plan, and what adjustments can be made to payment options to be more flexible.
2. KNOW YOUR CUSTOMERS
Marketing is all about knowing your customers and their needs - think about them as you plan your reopening! Be mindful of:
-
New Concerns: What are your customers concerns? Are they still practicing social distancing? Are they eager to get back to normal? Consider all sides as your business needs to address all of their concerns and be clear in your communication strategy about what you are doing to address those concerns and what options they have available to engage with your business. See example below.
-
Notify them of changes: What do your customers need to know in advance of engaging your business? Are there new protocols in place they’ll have to follow? Communicate clearly what will be expected of them going forward.
3. DEVELOP A COMMUNICATION STRATEGY
Once you’ve settled on your plans for reopening, make sure that you have a clear communication strategy in place across your digital channels that let your customers know what you are doing.
-
Create or update Google My Business with new hours and service offerings
-
Update your website with announcement of reopening plans
-
Share your plans with social media followers
-
Send an email marketing newsletter to your network with information about the reopening and what safety measures will be in place
4. BE FLEXIBLE
Lastly, since this is an unprecedented time, be sure to stay in tune with how the economy is responding, what changes are happening around you, and how your customers are feeling.
-
Survey Customers: Ask them about their experience. How do they feel about the new process?
-
Communicate Consistently: Anytime there is a change (good or bad) to how you do things - let customers know - over communicate!
-
Adjust: Be open to evolving and use recommendations from staff and employees to implement changes that improve the experience
-
Monitor Trends: Observe what is happening in your industry
We know this is a difficult time and things are shifting constantly. Be sure to stay up on the latest news and trends in your industry in order to be responsive and adjust accordingly. If you need help, don’t hesitate to reach out to us and let us know!
