Page 10 - SME Toolkit: The Star Covid-19 Edition

10 THESTAR www.thestar.co.uk Wednesday,May27,2020
MARKETING
in association with
The Five Cs of marketing recovery after lockdown
Britain’s housing market has re-opened
and the hope is that business will start to flow a gain for estate agents, housebuilders, removals companies, surveyors, conveyanc- ing solicitors, tradesmen and more.
Whilst sectors like hospitality, events and non-essential retail will remain con- strained, there is a general feeling that the economy is slowly and cautiously reawakening.
We have identified five of the key market- ing questions organisations need to be ask- ing themselves.
We have also outlined some of the actions organisations can take to both gen- erate and respond to sales and business development opportunities.
CHANGE
Covid-19 has initiated
change on a massive scale:
homeworking; digital
communications; (Zoom/
Skype); online food shop-
ping (online shopping
for everything!); daily
exercise; changed priorities (redefinition of ‘necessity’); closure of international bor- ders; role of government...and more.
It is unclear at present which changes will endure and which will pass.
Key Question: Can I create the flexibil- ity and agility in my business to pivot and adapt where necessary? Actions - Review your business’ strengths and weaknesses from the perspective of your customers and prospects.
Be honest, don’t hide from the negative. n Identify opportunities and threats in your core and peripheral markets.
n Act on your findings to adapt or pivot your business prior to ‘take-off ’.
n Think digital.
Appreciate the value of your website, live chat, social media, Zoom.
We are living in a world that is more com- fortable online across all demographics.
COMMUNICATIONS
If you thought there was
‘noise’ before Covid-19, be
prepared for a ‘cacoph-
ony’ as restrictions are
relaxed. To be seen and
heard, your communi-
cations will need to be
targeted, concise and provide value for the reader.
Key Question: As we emerge from lock- down, am I continuing to communicate with my team, my customers, my prospects and other stakeholders? Actions - Take the opportunity during the lull before the storm to update your website, case studies, FAQs, testimonials. Recognise the premium value of video content.
n Communicate regularly with your cus- tomer and your team during and after lockdown.
n Critically evaluate your use of social media.
Create content that has value for the reader, can be repurposed across multi- ple platforms, and drives traffic to your website.
CONTINUITY
Post Covid-19, the impor- tance of your brand, and what it stands for, cannot be overstated.
Organisations with high brand equity and trust will find it easier to pivot and adapt if required.
Key Question: How do I control my brand as we emerge from lockdown? Actions - Consistency equals control.
Review how your brand is applied across your business; kill inconsistencies.
Don’t cut corners.
n Evaluate your digital communications during lockdown.
n Do they reflect your mission, vision and values in a post-Covid world? If not: replace. n Your clients should be the heroes in your brand’s story. If they aren’t, change the story.
COMPASSION
For the time being at least, the zeitgeist is one of care, compassion, com- munity, co-operation and collaboration.
Witness the strength
of positive support for the
NHS and other essential services; compa- nies switching production to PPE for health
and care workers; Colonel Tom.
Unlike austerity, we are all truly in ‘this’
together.
Many people have never had it so bad. Key Question: Do I have balance
between positivity and compassion in my customer service and communications? Actions - Help and support your team as they begin their journey back to work.
Understand the challenges they face such as childcare.
Be kind.
n Review and, where necessary, rede- sign your customer experience/customer journey.
Ask yourself the question: ‘What can we do to help?’ - Communicate your business’ compassion through your website, cus- tomer service and CSR activities.
COMPETITION
Competition in both B2B and B2C markets will be intense, with businesses seeking a slice of a smaller economic pie.
The commentaries on
‘Change’ and ‘Compas-
sion’, above, give a flavour of the commercial and social context post-lockdown.
Key Question: Is my business primed to embrace all sales opportunities in a post- Covid world? Actions - Capture and cleanse contact data of current and lapsed custom- ers and future prospects.
Ensure you follow GDPR guidelines.
n Capture all enquiries and orders; answer all calls; and, make it as easy as possible for
customers to buy from you.
n Drive traffic to your website through blogs, posts and advertising.
Focus on compelling ‘calls to action’. n Invest time in building your referral network
Bluejohn client, LMD Vacuum Excavation, has embraced the 5C’s. During lockdown it has built a new website, created case studies, been active on social media, and refined its contact database whilst still remaining open for business.
Mike Marshall, John Batty, B2B
MD of eatsleepthink. marketing consultant.
Mike Marshall is managing director of eatsleepthink, a Sheffield-based B2B strategic branding and digital agency offering a full design service.
John Batty is a B2B marketing consultant, interim marketing director and wordsmith.
Contact: Eatsleepthink Ltd; 0114 248 9000, mike@eatsleepthink.co.uk, www.eatsleepthink.com
Bluejohn Marketing Ltd, East Wing, Overton Hall, Overton, Ashover, Chesterfield, S45 0JR; 01246 385959, jb@bluejohnmarketing.com, www. bluejohnmarketing.com