Pub. 1 2019-2020 Issue 4

http://wvcar.com 32 WVADA Pandemic Perspectives: Safety, Service and Smart Messaging During Times of Crisis By Michael C. Keenan, President Keenan-Nagle Advertising, Inc., Allentown, Pennsylvania A t this writing, the coronavirus pandemic contin - ues in full swing. Many businesses wish multitril - lion-dollar relief packages were en route from our federal lawmakers, and small businesses from Maine to Malibu are hunkered down, fever - ishly working to balance safety and service for their custom - ers, co-workers and community. Not exactly another day at the office. Thankfully, common sense — that increasingly rare element of human nature — is richly embedded in the small-business owner’s DNA, and it helps to chase the shadows of uncertain - ty during times like these. Few decision-shaping algorithms have ever trumped common sense. But for those searching for more programmatic practices to help sustain both safety and service during times of crisis, here are some recommen - dations from our marketing professionals. Keep Your Communications Plan Framed but Flexible Painful as it may be, the coronavirus experience has delivered some valuable lessons for America’s small business operators. Not the least of which is to have a well-framed emergency communications strategy in place and ready to deploy at a moment’s notice. Understand that no plan will be perfect. All require on-the-fly content adaptations to address ever-changing news, policies and crisis circumstances. Stay flexible on the messaging, but have the core framework, tools and technology ready to roll out rapidly. Being trigger-ready is essential. Time Is Trust We all saw how fast this COVID-19 crisis blew up. When the crud is flying at the fan, there’s no time for the usual meetings and rounds of approvals before production and dispatch. Be - ing one of the first out there in the market with a meaningful message also serves to keep you first in their minds and hearts … not to mention in future decisions on consumer spending preferences. Whether your market has a multimillion popula - tion or a handful of hamlets, it’s still a neighborhood. Neigh - bors talk (especially with today’s social media channels) and have strong memories. They don’t quickly forget about the caring words, advice and perhaps some financial latitude of - fered promptly by a foul-weather friend. Time may be money when the sun is shining, but in a crisis: time is trust. Showcase Your ONLINE Products Nobody likes a business that exploits emergencies. But let’s face it, during times of homebound isolation, you can make a lot of local lives better if more customers (and prospects) had your online sales services at their fingertips. Please don’t be shy about marketing them. In your communications — traditional print and broadcast, or tightly-targeted digital media — frame the appeal by the fact that “You finally have enough time to learn how easy it is to shop online with us ... so let’s do it!” Clinging to paper trans - actions is often motivated by fear of change. Even the biggest technophobes will see the wisdom of 24/7 access once they get past their underlying apprehensions and give it a shot. To mollify resistance points, stress the fact that online shop - ping is easier than many folks initially thought, given your sim - ple step-by-step sign-on pathway. There’s no rush, no “timing out,” and no chance of personal embarrassment. To convey the ease of your online inventory review, inquiry process and phone connections to a knowledgeable, empowered sales rep, do a simple video that shows them the step-by-step process. Hopefully, you have such a process, and it is streamlined with - out any of the “gotchas” that red-flag online visitors quickly. Online visitors are TVcentric to begin with, so don’t ignore vid - eo power. It doesn’t have to be a Francis Ford Coppola produc - tion. Just a straightforward three- or four-step walk-through of