It’s safe to say that all of us are hoping that the figurative April showers (aka an international pandemic) bring us some May flowers. This challenging season has left everyone waiting with bated breath for what comes next. If you’re feeling a bit paralyzed and uncertain on how to move forward from here – we get that! Here’s a simple, no-nonsense plan of attack when it comes to ramping your business back up after times of crisis.
Phase One – Keep a warm audience:
One of the most important things you can do during uncertain times is to keep your audience engaged. In one of our recent blog posts, we talked about how crucial it is to market during times of crisis. The primary reason is you want your audience as warm as possible. Warm audiences are ready + waiting to convert, while cool audiences take some time. For most of our clients, we aim to keep their brand awareness up + their audiences warm at all times (this also aligns with our “always-on marketing” approach!)
Phase Two – Ramp things up:
As you begin to prepare for re-opening your doors or for a new promotional launch, you need to create a spark for your audience. In most cases, this spark is jumpstarted by an increase in advertising dollars. This is also the time to start remarketing to the audience that you’ve been warming up. They know your brand, they understand your value proposition, now is the time to convert them. We recommend entering this phase 2 – 3 weeks before your re-opening.
Phase 3 – All In:
If you want things to get back to normal and to see your sales numbers on the incline, you have to go all in. The goal here is to drive sales, drive foot traffic, and ultimately combat any attrition or sales loss you’ve experienced. A robust ad spend + dedication to consistent content distribution will be the key to driving results. This phase is two-fold – continuing to convert your warm audience, while also increasing your reach to new people. If your doors are open (or about to be!) you should be here.
Every business and community will be on a different timeline for ramping back up, but this plan allows you to ebb and flow seamlessly depending on your situation. The key takeaway is this: cold audiences don’t convert, so don’t wait too long to begin warming yours back up.
PS, Here are some of the guidelines for reopening from public health experts!
- Gyms can reopen if they adhere to strict physical distancing and sanitation protocols
- Coordinate with local public health officials.
- Require staff, volunteers, and members to stay home if sick.
- Teach and reinforce everyday preventive actions.
- Keep bathrooms well-stocked with handwashing supplies.
- Clean and disinfect high-touch surfaces after every use.