7 Things to Include in Your Post-Coronavirus Marketing Plan

June 5, 2020 aidan

Plans from the Government about reopening the economy include advice that certain areas could begin to reopen carefully. Central and local governments cautioned that phased approaches meant for slow openings, and the World Health Organisation calls for ongoing mitigation by governments, businesses and individuals to continue to keep COVID-19 numbers at controllable levels. The amount of information circulating about potential openings and what to expect is daunting, and it’s natural for consumers to be confused. Businesses can help mitigate some of this confusion with careful, proactive post-coronavirus marketing efforts.

When Can You Open Again After Shutdown?

The answer depends on your location, type of business and many other factors. Be sure to consult your legal advisors or local agencies to understand when you’re clear to reopen and what mitigation efforts you’ll need to follow. According to the authorities, businesses preparing to open after COVID-19 lock downs may need to continue efforts to control the spread of the disease. That can include, but isn’t limited to:

Limiting the number of people in a location
Maintaining 2-metre social distancing whenever possible
Continuing with increased sanitation measures
Asking customers and employees to wear masks
Requiring sick employees or those who have contact with someone who tested positive for COVID-19 to stay home

Some of these might sound like common-sense measures. Others may be legal requirements for your business, so seek expert guidance to understand your obligations before you plan to reopen.

Small Business Marketing After Coronavirus: A Checklist

Once you understand regulatory and other requirements, make sure you have a plan to communicate what you’re doing to consumers. Customers might be hesitant to step back into semi-normal routines after so long in shutdown, and post-coronavirus marketing can help them understand how you’re working to mitigate risks. Here are seven things to consider including in marketing messages as you move toward reopening.

1. How People Can Access Your Products and Location

The government’s plan to end the lockdown includes a phased approach. First, individuals will be encouraged to return to work if they can do so safely, and cannot work at home. Some shops will be gradually reopened from June, with parts of the hospitality sector re-opened from July.

With every region weighing in with their own phased approaches for reopening, people are likely to be confused about what businesses are opening and when. Provide clear information about your own business on social media, your own website and any mailings you send out.

2. What You’re Doing to Keep Things Clean

Cleanliness has always been important for businesses. According to the 2017 Consumer Cleaning Insights Survey from P&G Professional, the vast majority — 95% — of consumers stated that cleanliness can make a good business great .

Obviously, sanitation is critical during the COVID-19 pandemic. And that priority won’t go away once things start reopening. The government recommends frequent cleaning objects and surfaces that are touched regularly, such as self-checkouts, trolleys, coffee machines, or staff handheld devices, and making sure there are adequate disposal arrangements.

Once you have a plan for keeping your place of business clean, include that information in your marketing. Customers are likely to appreciate cleanliness now more than ever.

3. How You’re Serving Customers During Phased Reopenings

Opening the doors on the economy doesn’t mean all people will flock to your business. People who are at high-risk of coronavirus complications, such as the elderly or those with autoimmune disorders, may not feel comfortable doing so. Include how you’re reaching out to those parts of your consumer base in your marketing materials, especially if you’re planning to continue offering curbside service, deliveries, special shopping hours or other accommodations.

4. That You’ll Keep People as Informed as Possible

Make sure people know that the information will keep flowing. COVID-19 has created some ongoing fear for many people, leading to heightened anxiety and even potentially illogical thought processes and behaviours .

One of the best ways to combat fear is information. Accurate updates let people make informed decisions, and the simple act of doing so can help people take some mental control over their lives. Support your customer base by letting people know you’ll keep them as informed as possible regarding your business and its responses to the situation — and then follow up on that promise.

5. How You’re Continuing to Care for Your Employees

According to PR firm Weber Shandwick, when consumers talk about businesses, how employees are treated is one of the top five topics of conversation . When you’re known for treating your employees well, you’re more likely to be seen as honest and fair — and those are traits consumers value.

Don’t wait for someone else to share that you’re looking out for your employees. This is one area it’s okay to humble brag about in marketing. But keep the pompom action out of it; simply be forthright and honest about the actions you’re taking to protect and care for your employees as you reopen for business.

6. What Your Business Most Needs

With all this talk of post-coronavirus marketing messages, it’s easy to overlook what marketing is ultimately about, which is calling customers to action. Include the standard CTAs, such as where to click or what to buy. But you can also consider other CTAs, such as:

How customers can spread the word about your reopening
What your business most needs now (such as people to show up and demonstrate confidence in your brand or new online orders so you can afford to bring staff back full-time)
Ways customers can support your business in this new post-corona economy, which might include patience as you go through phased openings

7. Questions About What Your Customers Most Need

Don’t just ask what your customer can do for you, though. Remember to ask what you can do for your customer. Include polls, feedback calls and other market research in your post-coronavirus marketing plan.

You can’t assume that everything will go back to normal, even after you get through all the phases of reopening. Chances are that many consumers are going to look a little differently at the world, and they might approach outings, purchases and services in different ways. Doing the research now helps you position your business and your marketing message for better chances of success in the future.