How many of you were cheering when Boris laid out his escape-from-lockdown roadmap? Freedom is on its way, the first sign that things are returning to normal. Whatever normal will be from now on of course.
For all those businesses that have had to wait for things to lift, we couldn’t be happier for you. You have survived the lockdown. You can once again see people coming in through the doors, consulting, browsing, or buying.
But we also know that you have the hard work to do.
You’re not the only one going back. Your competitors are also crouched over their computers plotting and planning to retake over the world.
So how are you going to make sure, when you’re open again, that it’s your door people are charging through?
Reward their patience and their loyalty
It’s not only been a long time for you, but it’s also been a long time for your customers. They’ve not been able to go to your gym, eat at your tables, or meet in your offices. In that time, they could have researched your competitors or thought about going somewhere else. But they didn’t, they have decided to show loyalty to your brand.
You may have had to freeze subscription payments or change elements of your service. It has all been upheaval for both you and your customers.
So perhaps it’s time to reward their loyalty.
Create an offer or add a little perk to their subscription for being loyal to you. If they are thinking of leaving for a competitor, it might just change their mind. It will certainly tell them that you have valued their patience and genuinely can’t wait to have them back.
Relaunch, rebrand or rejuvenate
The roadmap to freedom is long enough for you to think about your brand. You may have been in business for many years, and people have a preconceived idea of what to expect from you. Going back to the same marketing campaign, or even just rehashing out the same offering, might not attract the attention you desire.
So why not switch it up.
People are more likely to notice if you walk out of step to a new beat than if you chameleon yourself against your “tried and tested” methods. So maybe this is the perfect time to engage your creative juices.
You could relaunch your brand with a killer social media campaign. You could rebrand with an entirely new look. Or you could simply rejuvenate your offering to provide a new service to curious customers.
Remember: not everyone is going to be comfortable with freedom
The roadmap to freedom is being celebrated by people up and down the country. Escaping lockdown is worth throwing glitter and bunting around the place. But it doesn’t mean that everyone is going to be excited about leaving their comfortable cocoons.
Let’s look at it.
Not everyone will be vaccinated by the time the highstreets are throbbing again. Also, people have got cosy working from home and ordering online. It has all been so convenient.
People just might not be confident sticking their heads over the parapet again. So you need to be empathetic and reassuring.
Make sure they know that your establishment is safe. Or, let them know that you can still provide an online service and there will be no judgment or penalty for doing that.
Obviously, there are people who are going to hop, skip, and jump into the pubs, clubs, restaurants and gyms this Spring. However, there are also many people who will need to be coaxed out.
Make sure you’re catering for them both.
Wrapping up with freedom
So how are you going to let people know you’re heading back into the streets and offices?
You could create an email marketing campaign to reach your prospects and customers to let them know. Perhaps building a fun and funky social media campaign will be your best route to your customers’ saliva glands.
However you do it – whatever you’re planning, you have to stand out from your competitors. You need to be memorable, and quickly. This roadmap to freedom is about to get really busy.
If you want to add to the conversation, ask a question or give us some feedback, please leave a comment below.