COVID-19: Reopening Your Business & Restarting Your Marketing
As states continue setting dates and making plans for lifting their stay-at-home orders and restrictions, businesses are beginning to make preparations for relaunching their brick-and-mortar locations. Things are changing quickly. The dynamic for typical business operations is far from what we are used to, so you may be scratching your head, trying to decide how to proceed. Rest assured, you’re not alone.
While the road to our new normal could be a long one, there are definitely things you can be doing right now to prepare for safely reopening. Keep in mind that as you move forward, do so with caution, patience, and empathy. These are unprecedented times, and being flexible — and creative — will help you move in the right direction.
So what exactly will re-opening actually look like?
Step 1: Safety First
When you decide that the time is right for you to open your doors back to the public, safety should be your number one concern — for both your customers and employees. Taking extra measures for cleanliness and social distancing practices will likely be the norm for the indefinite future.
Here’s how you can maintain a safe place of business:
- Practice social distancing in your place of business. Limiting the number of customers and employees could help reduce the possibility of exposure from close contact.
- Provide your employees with proper safety gear and procedures – masks, disposable gloves, hand sanitizer, cleaning supplies, and resources on the correct protocol.
- Also, remind employees that if they feel unwell, have been exposed to anyone with the virus, or have a temperature, they should remain at home.
Step 2: Restart Your Direct Mail Marketing
Along with keeping your customers safe, you’ll want to reconnect with them by revisiting your marketing strategy and revving it back up. We’ve recommended taking your marketing digital during the shutdown, but as businesses start to reopen, you will want to be at the front of the pack for getting your message out there. Direct mail advertising gives your prospective and returning customers a tangible reminder of your business. Include a well thought out promotion or coupons to encourage them to visit your business in person when they feel ready.
Use mobile geotargeting to supplement your direct mail campaign
Mobile geotargeting can assist your direct mail campaign by delivering your digital ad content to your targeted consumers’ mobile devices based on their location. Location-based advertising allows you to tailor your marketing message based on where your target consumers are and when they enter your selected geofenced location. By knowing where your customers are locally and understanding their habits, you can encourage them with digital offers that are the most relevant to them, which results in better response rates.
By coupling this with your direct mail campaign, you can target the same individuals that receive your mailer before and after they have received it. Your brand will continue to be in front of these customers, reminding them of the value you are offering. Supplementing your direct mail campaign will result in increased response rates and a better return on investment.
Nervous about jumping back into marketing?
It’s okay to start small, but you don’t want to be the last one to the party. As you are preparing to reopen, so are your competitors, so you’ll want to ensure your message gets in the hands of your customers first. We can help you determine the best houses to target to maximize your budget, and adjust your strategy as your business gets back on its feet.
Get started with revisiting your marketing plan by taking advantage of UpSwell’s free marketing assessment! We will complete a full marketing analysis and can help you create an action plan to transition to a new normal. We are here to help get you back on track to growing your business and keep our promise to you: more customers. Period!