Here are some useful tips for your business:
When you start advertising again, use language that shows you are excited to be operating once more, e.g. “We’re open again!”, “Happy to be back!”
Do customers have any favourite products or services of yours? Remind them of these in your advertising to draw them back in.
Reassure customers that you are following recommended safety precautions, so that they know they are safe doing business with you, e.g. any social distancing measures you are putting in place, or availability of hand sanitisers.
Call out any special offers prominently in your advertising.
Place your phone number and email address prominently in your advertising, and include details about any delivery service that you offer.
If there have been any changes to your opening hours or public access, make this clear in your advertising. Even if there has been no change, remind customers of them anyway.
Include your professional credentials, customer testimonials, hygiene ratings and special offers in your advertising.
Communicate any changes in working practice that you’re making to safeguard customers’ wellbeing, or any offers to support them emotionally and financially, to increase perceptions of your business as a proactive and ethical brand.
Demonstrate social conscience with messaging that shows what you are doing to be of help to the community.
Be on the front foot with communications, preventing any speculation or misinformation about your business that could have a negative impact.
Consider how you could use video to showcase your offer remotely, e.g. estate agents can do virtual tours of homes and retailers can demo their products.
Keep customers updated on the status of any events you are running - if they are cancelled, if they are running virtually or even if they are continuing to go ahead.
Be thoughtful on tone-of-voice. Maintain empathy, be honest and avoid anything that may come across as insensitive.
Keep customers updated on stock that might be in high demand, e.g. hand sanitiser, toiletries or non-perishable food items.