Productivity over panic during Coronavirus
BRANDING THROUGH CORONAVIRUS: PART THREE
Productivity over Panic
We agree. F#ck Corona! It’s a crap beer.
The impact of Covid-19 is moving the goal posts for business owners on an almost hourly basis.
Cafes and restaurants have had to adapt to takeaway and delivery models virtually overnight, and now the beauty and events industries have been told they can’t do what they do for the foreseeable future.
But if you’re in the position to see it through (for however long) then it’s important to set your mind to the future.
In good times and bad, ‘down time’ should be treated as an opportunity…
Now is the time to tackle that to-do list that you’d been brushing aside for months. What’s the urgency you ask? Well, if you don’t get it now, when will you ever get to it? And just think, when we inevitably come out the other side of this crisis, you’ll be as ready as you can be to hit the ground running without the mental burden of brand tasks holding you back.
opportunity one
Time to fix that website!
Your digital presence has never been more important. Been putting off building a new website? Does your existing site need a spruce up? This is your opportunity.
So often I see brands that either think they don’t have time or are too daunted by the idea of a redesign. Consequently, they ‘put up’ with inefficient booking systems or clunky customer service experiences that ultimately cost them business.
There’s nothing sadder than a blog that hasn’t been updated in three years, and yet, they’re everywhere.
In 2020 there’s no excuse for a dodgy website. Website builders like Squarespace and Wordpress are affordable and beginner-friendly (personally, we think Squarespace gives you more bang for your buck than other platforms).
Not only will it make the customer experience smoother, it sends a strong message to the world that your business is moving forward.
opportunity two
Tell your story
People are at home and they’re eager for content.
Start a podcast and be that warm voice that keeps your customers company during a period of isolation. The beauty of audio is it doesn’t demand eyeballs, so your audience can be listening while multi-tasking around the house, meaning they’re more likely to take a chance on your content.
The ABC Podcast Survey has some valuable profiles on podcast demographics and why audiences prioritise shows that interest, entertain and inform them.
Hosting regular episodes is also an opportunity to network with others in your industry by interviewing special guests, who can cross-promote your show to their social media networks too.
Similar to websites, the barriers to entry for podcasts (in terms of financial investment, and the technical skills needed to get one off the ground) are relatively low for such a powerful marketing tool.
They’re also a great way to communicate internally with your staff, particularly if they’re based interstate or internationally. Do a case study episode on a recent project or campaign that was successful (or wasn’t). Interview staff from different departments so your team can learn more about other parts of the business.
Galvanise your team when they can’t be in the same place – and give them the flexibility to listen to it at a time that’s convenient for them (unlike staff meetings, which can be disruptive).
“
Be fearful when others are greedy.
Be greedy when others are fearful.
Warren Buffet
”
opportunity three
Could you harness ‘fear’ to make a buck?
Not that we’re advocating to get all Warren Buffet on your clients, but there is a lot of fear out there, and that raw emotion plays right into the hands of those who are willing to harness it.
Fear of missing out (FOMO for all the #okboomers out there) has been a staple ingredient in marketing probably since the last pandemic. What do your customers most fear, and how can you harness it in a positive manner?
opportunity four
Damage control doesn’t move you forward
A lot of businesses (and plenty of our clients) have become very reactive since the proverbial hit the fan… justifiably!
The problem is that all that resource, time, budget and emotion is going towards outputs that don’t actually move you forward…
For many of us who are feeling the pinch right now, there’s actually much to do other than wait out the storm. But while you’re waiting, if you can shift your thinking away from damage control, you’ll be putting the right kind of positive energy behind your brand that will enable you to better capitalise on things when life inevitably goes back to normal*.
* whatever that was!?
I personally can’t wait to go on a holiday the second it’s safe to! What normality will your customers look to you for?
opportunity five
Hello! Hello!
Pick up the phone and actually speak to your customers. Gauge how they’re feeling during this uncertain time. Through these conversations, you might find new ways to meet their needs now and into the future. Any excuse for a chat, right?
opportunity six
Foster your people
Ask your staff for ideas!
Look around the room and draw on their unique skillsets. Have conversations you otherwise wouldn’t get the chance to have. Get feedback on what’s working in your business, and what isn’t, from those who know it best. The brightest ideas often come from the smallest voice.
No doubt the coming months are going to be hard, but there are always opportunities to be productive. If you need help looking for them, reach out.
Illustration by Creature
