- HOW TO RESTART OUR ADVERTISING ACTIVITIES?
- THINGS TO REVIEW DURING THE CURRENT CRISIS!
- REMOTE WORK AND ITS IMPACT ON OUR OPERATIONS
- MARKETING IS A BATTLE
- WHY DON'T I TAKE COMMISSION ONLY MANDATES?
- HOW TO MARKET TEST A NEW PRODUCT OR IDEA?
- EXECUTION - WHY DO GOOD STRATEGIES SOMETIMES MISS THE TARGET?
- AN ENTREPRENEURIAL EVENING AND EXCELLENT BUSINESS IDEAS
- HOW TO NETWORK THE RIGHT WAY?
- IS NEGATIVE PUBLICITY ALWAYS NEGATIVE?
- WHAT IS THE SUCCESS RATE FOR START-UPS?
- WHAT SHOULD YOUR MARKETING BUDGET BE?
- PRICING STRATEGY: PRICE SKIMMING!
- PRICING STRATEGY: GIVING YOUR PRODUCT/SERVICE FOR FREE
- SHOULD WE COMPARE OURSELVES?
- WHAT SHOULD WE MEASURE WHEN WE EVALUATE OUR MARKETING EFFORTS?
- WHAT IS THE VALUE OF A CUSTOMER?
- DOES CONTENT MARKETING WORK?
- WHAT IS THE DIFFERENCE BETWEEN A BRAND, BRANDING, A PERSONAL BRAND AND A COMPANY/PRODUCT NAME?
- WHAT IS GROWTH HACKING?
- HOW MANY « P » CAN BE FOUND IN THE MARKETING MIX?
- THE CUSTOMER VALUE CHAIN
- HOW CAN YOU PROTECT YOUR UNIQUE PRODUCT OR SERVICE?
- CONFERENCE ON FINANCING - MAY 2, 2017
- WHAT IS DRIP PRICING?
- WHICH AMOUNT SHOULD YOU CHOOSE FOR YOUR PRICES?
- DETERMINING YOUR HOURLY RATE BASED ON THE VALUE YOU THINK YOU HAVE
- IS LOWERING YOUR PRICES A GOOD IDEA?
- TO OFFER OR NOT TO OFFER FINANCING?
- HOW TO PROTECT YOURSELF AGAINST EXCHANGE RATE RISKS
- WHEN IS A GOOD TIME TO INCREASE YOUR PRICES?
- DEMAND BASED PRICING
- WHAT IS A LOSS LEADER?
- HOW TO ORGANIZE A DRAW THE RIGHT WAY?
- HOW TO HAVE REMOTE EMPLOYEES
- IS IT GOOD TO BE FIRST IN A MARKET?
- THE THREE TYPES OF CUSTOMERS
- EXPORTING TO MEXICO - QUERETARO REGION
- DEFINING BUSINESS SUCCESS
- ARE YOU USING REBATES? WATCH OUT FOR THESE
- IS THE CUSTOMER ALWAYS RIGHT?
- EXPORTS AND QUEBEC COMPANIES
- COWORKING SPACES
- YOUR PLACE OF BUSINESS AND INTERNET
- WHY IS SOCIAL MEDIA IMPORTANT FOR YOUR BUSINESS?
- HOW TO USE FREEBIES
- WHAT IS THE MAGICAL FORMULA FOR HAVING SUCCESS IN BUSINESS?
- DO YOU HAVE EXPERIENCE IN MY FIELD?
- WHEN CAN WE STOP OUR MARKETING?
- WHAT IS A CALL TO ACTION?
- WE ARE ALL SALESPEOPLE; HERE'S HOW TO GET THERE
- HOW CAN MARKETING AND SALES COLLABORATE?
- HOW TO SELL MORE TO YOUR EXISTING CLIENTS
- WHAT IS CROSS-MARKETING?
- WHY SHOULD I SEGMENT?
- WHO IS RESPONSIBLE FOR MANAGING YOUR COMPANY'S IMAGE?
- HOW TO CHARGE FOR YOUR PRODUCTS / SERVICES?
- HOW TO DEFINE YOUR PRICING STRATEGY: PRICE POSITIONING
- HOW TO DEFINE YOUR PRICING STRATEGY: MARKET PRICING
- WHAT PRICE SHOULD YOU SELL AT? - COST-BASED PRICING
- WHAT IS A PRODUCT?
- HOW TO MARKET YOUR NEW BUSINESS?
- IS BUYING A FRANCHISE A GOOD WAY TO START A BUSINESS?
- HOW SOCIAL MEDIA HAS CHANGED WORD-OF-MOUTH
- HOW SOCIAL MEDIA HAS CHANGED PUBLIC RELATIONS
- WHAT IS BRANDING?
- WHY INCREASING SALES IS NOT THE SOLUTION
- HOW TO SELECT YOUR COMPANY NAME?
- WHY HAVING A WEBSITE IS ONLY THE BEGINNING?
- WHAT IS MARKETING?
- HOW TO MAXIMIZE THE VALUE OF YOUR SOLE PROPRIETORSHIP BUSINESS
- WHY SELLING IN MEXICO?
- LOW COST MARKETING INITIATIVES
- WHY IS PRODUCT DIFFERENCIATION IMPORTANT?
- hOW TO PRESENT OUR COMPANY
- WHAT IS THE DIFFERENCE BETWEEN MARKETING AND PUBLICITY?
- 50% OF YOUR ADVERTISING BUDGET DOES NOT PRODUCE AS MUCH AS THE REST
- RIGHT SELL AND OVER DELIVER
HOW TO RESTART OUR ADVERTISING ACTIVITIES?
Firstly, I hope that you are healthy, that you have been able to get through this ordeal, and that you are on the list of companies to reopen (or which have reopened, if you are outside of Montreal). With this reopening, we are now faced with a new reality: restarting our operational and advertising activities.
But how should we restart our advertising activities with this new reality?
On the one hand, not all people will have had the opportunity to return to their jobs, not all businesses can reopen and not everyone is in "buy" mode. Also, this pandemic will certainly have had an impact on your operations, who works from home, how we protect our employees and your clients, how we work with customers, so that they can safely receive their purchase. In short, significant changes are taking place.
On the other hand, you have had to pay your costs for several weeks, the financial reserves are getting thin and if you are like most people, you want to resume activities. There is a whole "human" aspect of the business world that we didn't have when we were in lockdown, or that we got partially if we were online.
I believe that the first step will be giving essential information. If you have been able to keep your business open or have been active in your communication channels during this pandemic, then a good message explaining to your clients or potential clients where you are at would be in order. The same can be said if you are restarting your operations. Here are some subjects that need to be addressed.
The measures put in place to protect customers and your employees.
Now that businesses are reopening, that does not mean that consumers will flock to your business. One of the reasons might be because they may wonder if your business is safe for them and their loved ones. The most important part of this first step is to inform them about the measures you have put in place to be certain that their health is well protected. Social distancing rules, the number of people in your business, the hygiene measures for the common areas (toilets, checkout counter, products, etc.) are all important points to communicate to ensure that the customer feels safe leaving his/her home. Or, inform them of the other alternatives available to them to make a purchase. Are you online? Do they have to make an appointment to get to your business? Do you deliver? If yes, what are the fees? What are the delays? Is there a minimum for an order to be shipped?
Certainly, we have clients who have kept their jobs without loss of income. But not all. Some are using the government programs but may be struggling to make ends meet with $ 2,000 a month. If your products/services are not essential, have you thought about offering options to facilitate the purchase? Financing? Payment plan? Being human will be important in this recovery. Also, some people are afraid, either for their relatives, because of their beliefs, because of misinformation or for any other reason. You can try and reassure them by telling them the things you are doing to help them, to understand them, and to offer comfort. Empathetic businesses will stand out.
If you are selling products, this crisis has certainly affected your supply chain for certain products. What is your new reality? What products are available? Have you updated your inventory on your website to reduce the risk of a customer coming to your store to an 'out of stock' item? If you have limited resources and it is difficult to have an up-to-date website, communicate a procedure that will reduce these risks, for example: 'call first to see if we have the product'.
It is all good and well to have sanitary measures in place and a new way to do business to protect all, but this will come at a cost. Same thing with your suppliers. Some companies may have closed or increased their costs for the same reasons as yours. What is the impact on your price list? Will you keep it unchanged for some time? Do you need to update it to cope with this new reality?
Your new schedule.
Has your schedule changed? You must inform your customers and potential customers.
Your new reality.
Several companies will have experienced a delay with their operations. Companies in the field of construction, renovations, landscaping, swimming pools installation, and so on. What are your new deadlines? Are there any modifications to your cancellation policies? For companies that operate on a subscription model, such as fitness centers, what happens for the months when your center was closed due to government measures? Have you charged the monthly payment? How are you going to rectify the situation?
Any other specific aspects of your business?
In this reopening, there are so many parameters that need to be defined, that a good message with this information would be an excellent first step to resume/continue the dialogue with your customers and potential customers. In addition to managing your new reality, you have work to do.
If you have any questions or comments, please do not hesitate to contact me.
Stéphane Elmaleh-Riel, B.Ed., MBA