I said it all last week, but I’ll say it again as each day poses different challenges and some of you may not have heard (or read) my humble advice. And truthfully, some of last week’s advice is outdated already and needs updating because every day is new. It’s amazing to think just a week ago us Gen-Xers were singing Come On Eileen for days on end because the rhythm of the chorus fit this new virus we’d heard about and knew was coming to America.
Even by Thursday of last week, we didn’t imagine what today would look like.
This is already trickling down to small businesses. My freelance work is pretty trim right now as a result of a lot of things, and my clients are in every industry you can imagine. I’m okay because I have novels to write anyway.
I’m a researcher by heart, lifetime learner, and lover of information. I’ve soaked in negativity for days and relish the positive. I love the positive information. The communities coming together. The bursts of humanity. The givers. The helpers. The up-lifters. The supporters. Keep those coming. But, also, please don’t ignore the ignorance. Speak the truth. Cite scientific facts. This isn’t religion or politics. It’s okay to offer a humble education to those who haven’t researched or listened. It’s okay to step back and say, wow… I had no idea it’s this bad.
Think of ways you can help your community. Share positive messages and things other businesses are doing in your community. Support one another.
I urge you all as small business owners to get creative to keep your business alive and BE SEEN in dark times.
For instance: Are you in foodservice? If you’re allowed to be open, ensure your customers before they consider leaving their homes what you are doing to ensure a clean and healthy environment from everyday cleaning to wiping the credit card machine or tablet after every customer and door handles, etc. Go above and beyond. If they come in, engage. Talk. Remind them we are all in this together – globally. If there is ever a time to connect it’s now.
Pizza Hut announced a no contact delivery. Is delivery within 5 miles something you can start, and as long as payment is verified, can you set up a system where you can leave the food on a porch so no one has to come in contact and break that 6 feet rule? Can you include special handwritten notes thanking customers for remembering your business today?
If you’re not selling as much food, are there places you can donate food? EMS, ER staff, Nursing homes, etc. would love some catered food – if it’s your loss, donating and standing out in the crowd can help people remember your business.
You can also offer discounts to those people forced to work or narrow it down to healthcare and education workers.
Also, consider altering your usual menu so you’re not prepping (and buying) so much knowing life will be a little slower for a while. Watch your costs and align them with potential business coming in.
Could you utilize your restaurant vendors to help supply community members with things they cannot find like TP or wipes? Sure, you can even charge them your cost. Maybe you can set up times when your business is open — We’ll have 25 restaurant roles available, 1 per customer, starting at 4pm… that kind of thing.
Those are examples of one industry. Many businesses, small businesses especially, will go dark. Even if you shut down, close your doors, stop selling, etc., if you plan to come back, stay engaged. Your social pages are your highway to your audience. Keep opinions to yourself. Stick to your brand voice. Empathize and practice good citizenry, but more importantly, BE SEEN. Be the light your community sees.
NBCUniversal announced earlier today that they will offer on-demand rental streaming for their movie theatre new releases while we are all hunkered down distancing from society. What a creative way to utilize product, still earn sales, and engage your audience in a positive way!
Engage in creative ways. Your goal should be to get responses back to your business page or to that post or thread. You want to ask questions, end with a call to action, ask your audience to share with you and other audience members.
Have kids? Share creative ways to entertain kids while working from home. There are countless ways you can still engage even if your sales slump.
If you have a fleet of trucks, maybe your business can spend a day delivering food or supplies. Maybe this isn’t even something to consider unless we completely shut down, but think about your capital and how your business can still stand out with minimal cost within the community that currently needs.
If you need help brainstorming for your page or a specific industry, share it here. I’m happy to toss out some ideas or direct you to a group of fantastic brainstormers.
Stay strong and healthy.
~Stella