We’re in the thick of a rapidly evolving situation. COVID-19 has been affecting day-to-day life for our entire world. Many businesses have closed their doors for a minimum of two weeks, trips have been canceled and events have been postponed. During a time when news is changing quickly, how can you continue to promote your business? The Social Ape Marketing team has a few ideas about how to forge ahead. Keep reading for more!
Get Online
If your business can easily shift to online-only, do it! Locally, many boutiques have begun to offer free shipping or special online promotions while their storefront is closed. Be transparent with customers about why you’re making this change and post about the shift on social media. Be responsive and active on social media to build momentum! If your business involves frequent face-to-face meetings, opt for virtual conferences. Use Facebook or Instagram Live to address questions and ask how your audience is doing.
Pivot, Promote, Repeat
Depending on your brand or business, operating online can be tricky. We’re looking at you, food service friends! Offer curbside pick-up, delivery or gift card specials (buy a $50 gift card, get a $10 gift card free). Take advantage of social media and email marketing to promote the deals and specials you’re offering.
Have a Public Relations Plan
Have a statement prepared that can be shared both internally and externally. Be clear about what actions are being taken during this time to protect and support your employees and your customers. You’ve likely seen a lot of these statements in your inbox from brands like Nordstrom, Sephora, Starbucks and many others. That said, if you don’t have anything to say, don’t feel pressured to join the conversation. Most importantly, do not contribute to the spread of misinformation!
Cover Your Bases
If you have TV segments scheduled, these will likely be canceled. TV stations have implemented brand new policies surrounding Coronavirus that continue to change. Some stations are not allowing guests at all, while others are not allowing anchors to shake hands with guests or sample foods. Check with producers to confirm station policies and whether the segment will go on as planned. Unless you consider yourself an industry expert (healthcare, science, etc.), hold off on pitching new segments while we all navigate this unique time.
Read the Room
If you’re pitching digital publications, be mindful that journalists may not be receptive to your email. Say you’re planning to pitch a contact on ‘How to Prep For Your Spring Wedding.’ We suggest waiting to hit send for a few weeks. Couples that planned to wed over the next month have had to postpone their big day, so this pitch wouldn’t be very appropriate for the current times. Our team came across this tweet from Apartment Therapy Managing Editor Terri Pous and think this is a great way to approach pitching for the foreseeable future if it is part of your plan. The same can be said for social. With so much uncertainty, motivational or helpful content will shine above the rest.
Think Ahead
If you’re a business owner that’s had to make the tough decision to cancel or postpone a major event, we see you. While it hurts now, think of ways to make your next or rescheduled event bigger and better. Take advantage of the extra time to take your attendee experience to the next level!
Need help brainstorming your marketing strategy in the midst of this unprecedented time? Contact the Social Ape team to learn more about how we can assist your brand or business.
