Don’t Forget to Crack the Basics, Stat
There are certain things right now that might seem obvious, but that in the hubbub of stress, fear and long ago formed habits, we’re finding consumer-facing businesses aren’t thinking about.
So I thought I’d spell them out here.
Check your voicemail. Remember voicemail? Chances are you have a phone number and a message of some kind. And believe it or not, especially in these strange times, customers will call it. Be sure you have a clear message that expresses empathy, stays up to date on what services you’re offering and not offering when and how (e.g. curbside pickup), and clearly references that you are strictly following all CDC safety policies (or similar).
Use outdoor space. People are going outside! Are they ever. And they have time to read and digest out there. If you have a brick and mortar space (even a closed one) use the area outside to message. We have found simple sandwich boards (especially if you can make someone laugh like this one we did for Follain) get lots of traction. Add your web address.
Put your windows to work. If you are a bricks and mortar, open or not, your windows are valuable real estate for passers-by. Make sure people know where they can shop you (web, instagram) and that your windows are engaging, change regularly, and feature things you find get noticed or have sold well.
Go old school -- Traditional media is less expensive now than ever. Consider more basic media especially for a 40+ demo that is versed in digital but still goes old school to “escape the screens” especially right now. Radio ads voiced by the right (very aligned) radio personality could be a place to start.
Make the most of your home page. So many people start at a home page when they want to get basic news on a brand, versus clicking through email to shop. Make sure yours is clear about your safety measures and what you’re offering right now. And classic mistake - don’t start with “We are closed because of….” Start with “We are open online with curbside delivery.”
Oh, and go digital. If you haven’t taken that plunge, do it now. Reopening or not, we will not be returning to the way things were. Cobble together whatever you can and whatever budget allows, but get online. If you can’t get a site up, allow shopping via instagram/DM to purchase until you can. If you’re a digital business, and you still have barriers to shopping, remove them now. A few basics that come to mind:
Not taking Paypal, or if you do, requiring that the user fill out a billing address
Making sign in or password retrieval/reset hard
No seamless shopping through instagram
Offering a discount for newsletter sign-in, then making the shopper go back to email for it versus showing it in a popover.
Ignore what’s been done before. If you’re a more established business, all the rules have changed. Marching along the same path won’t work. Those who know less may succeed more right now because they think like consumers and aren’t as likely to get stuck. Check out this Times story about a group of friends who won over more established competitors by knowing less and going with their human instincts.
Be authentic. Especially right now, consumers crave it. When you don’t know if you’re doing the right thing, say so. If something warms you as a person, share it. Your key audiences aren’t necessarily you. But they’re humans. Your human instincts count for more than you might think.
Have more ideas? Share them with me. I’d love to hear. Also, we’re sharing more on instagram @honorcodecreative