We’re still in lockdown but don’t shut down your communications

Author: Gus Chalmers, Managing Director, Union Direct

You’re probably shut and haven’t seen a paying customer for many months.   And whilst there really does seem to be light at the end of the tunnel, no one really knows exactly how long the tunnel is and how far along it we are.  Nevertheless, now is the time to be reaching out to your customer database, if you have one and engaging with them, making sure you’re top of their ‘wish list’ whenever lockdown winds down.

So here are five things you could be doing now to secure your future business pipeline:

1.  FEED THEIR DREAMS

Perhaps more than ever consumers everywhere are dreaming of the day they can get back to their travels and take a break.  Whilst there is obviously a reluctance with many to make any firm plans, VisitScotland’s research indicates that ‘almost a third of adults anticipate taking more or the same number of overnight domestic trips between now and the end of June compared to normal’ and of those considering a trip in Spring 38% have reached the planning stage of their break.   The trade are also seeing an uptick in activity with holidaycottages.co.uk, for example, saying it has seen a sharp increase in demand since mid-January with the firm’s chief marketing officer, James Starkey, saying: “In the past week, bookings taken for May half-term onwards are up 39% compared to last year, with the summer holidays up 98%.’

So the message is clear, do whatever you can now to fuel interest in your offering.  Tell your story, focus on what set’s you apart and makes you unique.  And make it personal; how you started out, maybe an insight into your team or a testimonial from a loyal customer.  Anything that makes you stand out and will resonate and appeal to your target market.  Photography is obviously important but increasingly so is video.

2. BUILD AN ACTIVE ONLINE COMMUNITY

Where do you tell that story?  It’s critical to build an actively engaged online community. So having great, regularly updated and refreshed content (as above) to post, and for your followers to share, is the key to building that likeminded base who ultimately, when they’re able to, will make a booking and come to visit you.  Good content will promote sharing and discussion, both between followers but also with you – so make sure that you keep a close eye on your social media channels, don’t post and ghost, show up for your community and respond to their questions to actively drive the conversation.  In today’s world this has to be the most cost-effective way of building your brand and finding new business.

3. ENGAGE WITH PAST CUSTOMERS

Never forget however that your best future customers probably already know you and have visited before. Do you know who they are?  If not, try to categorise previous visitors according to their frequency of past visits and their spend with you.  The chances are they’re looking forward to visiting again; but it’s a good idea to use email to keep in regular contact with them (just make your data its GDPR compliant) perhaps using (or pointing them to) the content that you develop for social media.  There’s no harm in reminding them of what makes you special or that you’re accepting forward booking.  Be careful not to overdo the frequency though and turn them off but when you have new content to share or a new offer for them make sure they know about it; anything up to once a week with previously loyal customers shouldn’t be too intrusive and will keep them engaged and you front of mind.

4. REASSURE ABOUT COVID SAFETY

I know, as a certain Torquay hotelier once said “specialist subject, the bl**ding obvious”… but customers new and old will need reassurance that when they visit, your premises will be COVID-safe.  Let them know the lengths you’ve gone to and the thoroughness of your approach whilst demonstrating, as far as you can, that these measures won’t detract from their visitor experience; perhaps a video would be a good way of getting the message across whilst reminding them of some of the more positive reasons for a visit.  Again, good content for social channels and email communications.

5. MAKE IT EASY

Finally …  and of course it almost goes without saying, make booking easy – you now that already.   But also make rearranging things painless too; maybe regulations will change; maybe people who intended to travel won’t be able to for personal reasons.  Don’t punish them for that, make it easy and painless to rebook.   They’ll thank you for it and keep coming back.

Gus Chalmers is Managing Director of Union Direct, the direct marketing and customer engagement specialists in the Union group.