Here we are going into the second quarter of 2020 and so much has changed since the beginning of March here in the United States. “Non-essential” companies, non-profits, retail stores, restaurants, etc, find themselves closed to the public for in-store sales. Even places of worship, conferences, expos, and sporting venues find themselves idle. Yes. A lot has changed in such a short amount of time.
If you find yourself running a company or organization and have been closed off to the public due to government recommended or mandated closure to minimize the spread of COVID-19, this doesn’t have to be the last chapter in the book of running your business. In fact, this could be the start of a new chapter: How you took things to a whole new level you never thought possible and reinvented your organization and how it conducts business entirely.
According to research, a number of industries have been hit the hardest by COVID-19, including the following:
- Real Estate
There are also industries that have seen a boom since COVID-19 became a prominent household name:
- Consumer Products
In this article, we are going to focus on a few industries and what they can do to keep their operations going during this time of crisis. A lot of what we’ll cover is also applicable to other industries as well, perhaps even yours.
Let’s take a look at how you may be able to adapt your marketing and business operations to the dynamics of this new and uncharted territory.
Restaurants have been hit very hard with COVID-19, but many of them are still open and offer carry out and delivery options to keep their business going. If you’re operating a restaurant, be sure to update your Google My Business and website to alert people to take out and delivery options. You may want to also run a local Facebook ad campaign to broadcast this message to the masses in your area for getting this message fully cemented with your local peers and potential patrons. Local Google Ads are also an option if you don’t have prominent placement via organic search.
If you have active social profiles, chances are you already have brand ambassadors who love your food. There’s nothing wrong with reaching out to your followers or by “boosting” a post asking people to help keep your restaurant going by ordering food or requesting they share your company’s update alerting the locals to carry out and delivery options.
Car dealers are still open in a lot of areas, but they’re faced with difficulties since people are now reluctant to walk into a dealer to shake hands and test drive cars. For car dealers, we suggest taking a similar approach to restaurants by updating your Google My Business profile while running ads on Facebook and Google to alert individuals to store hours and other pertinent information.
Another area that can help car dealers during this time would be to alter the historical way of doing business by adopting new methods of showing vehicles to potential customers by leveraging virtual car walk arounds and test drives via formats such as Facetime, Skype, Zoom, etc. Additional collateral such as videos you can share with prospective buyers is highly desirable as well.
One other idea for car dealers is to provide white-glove treatment by giving potential buyers the option of having a salesman bring a vehicle of interest to their residence to look it over and perhaps test drive. The same white-glove treatment can also be considered for maintenance and servicing of existing customer vehicles.
Manufacturing companies have been severely impacted by this virus and a lot of them have gone to a skeleton crew status or have ceased production entirely. This is obviously a big issue since producing products is what they do.
Manufacturing companies have also been heavily reliant on pressing the flesh, conventions, expos, and other traditional methods to establish relationships and potential interest in their products, but those methods have completely stopped for the most part to ensure social distancing during this crisis.
What can manufacturers do? For one, they should take a hard look at LinkedIn and online conferencing (Zoom, GoToMeeting, etc) as venues to keep their brand top of mind while continuing to foster and create new relationships and partnerships via video conferencing. These may be foreign concepts for some, but these are proven methods and should be strongly considered, especially now.
Here are links to several resources to help you either get started or for you to update with new company information:
https://www.google.com/business/ (Google My Business Local)
https://www.facebook.com/business/ads (Facebook Business Ads)
https://ads.google.com/home/ (Google Ads)
https://ads.google.com/local-services-ads/ (Google Local Service Ads)
https://business.linkedin.com/marketing-solutions/ads (LinkedIn Ads)
https://zoom.us/ (Video and Teleconferencing)
https://www.gotomeeting.com/ (Video and Teleconferencing)