Leeann Froese
The beginning of 2020 was off to a great start. Optimism was in the air and the farmers and growers were readying themselves for a year of bounty. Then Covid-19 handcuffed the world. Social distancing measures are now the best practice, and handwashing is the first thing you do before any activity. And yet the flowers still bloom, and the earth still spins, and we all need to get back to the comfort and predictability of routine.
If you had a marketing plan or budget at the start of the year, chances are you had to change course and essentially throw the plan out the window. Planned marketing activities were cancelled or put on pause, and what did occur became reactive rather than proactive. Those of you that had strong distribution at retail and direct-to-consumer are in the best position. If you did not have a way to communicate and do business online before, you likely are struggling now from being late to the game.
Now that we will have a new routine, what do we do about the plans we had? Are the retail and restaurant customers ready for our outreach, and will the tourists come? Time will tell how this summer season looks, and as we roll out, there are marketing activities you should be doing.
But First, Reward Your Employees
We need to take a minute for this. Some of us had to lay off staff or adjust staff roles. This was not easy. For those employees that did stay on, anxiety was high, and yet they asked how they could help and what was needed to keep things going. Our employees are our top ambassadors, and we need to recognize their efforts, tell them how amazing they are, and let them know how much they are appreciated. This can be as simple as a staff coffee and donut meeting, a team BBQ, or it could be a gift of something more material, but the most important thing is to take the time to thank your team for getting through all of this with you.
Crank it Up
Now is the time to turn up the volume on your marketing activities in order to be heard above the noise. A full suite of marketing tactics will apply here. Check your budget and decide what you want to focus on, and then invest. Ideas include paid ad placement in print, digital and broadcast, boosting your social media posts, and collaborating with influencers to promote your products. Let everyone know you are back and ready for their visit.
Think of What the Customer Needs
As noted, those with strong wine clubs and social following that give their customers personalized offers are likely holding steady.
Consumers are now rationalizing what they spend on, and their confidence is going to be the path to success. They need to know they are safe. Do you need to put social distancing decals on the ground and supply sanitation stations throughout your property? Visitors may avoid tasting rooms without visible protocols in place.
Establish your new way of servicing customers, put it in writing, and then over-communicate. Post the information to your website, Google page, social media, and make signs and brochures. Let the local chamber of commerce, tourism boards, and media know what you have to offer, and then, just as importantly, prepare to execute with excellence.
…and What the Customer Wants
With assurances of safety in place, customers are looking for deals, or looking for something special. Free shipping? If you are not already offering this, you will be left behind for sure. Now every kind of business is doing this. If furniture companies are now shipping large items like sofas for free, it is expected that you will not charge for shipping. What else do you have to offer? While Marketing 101 says to not discount products (as it sets a bad precedent and can devalue product), think of what consumers can afford at this time and consider that lowering prices may be a short-term strategy. Ideas include a price discount, case lot sales, special wines offered onsite only, library bundles, or other gifts and perks.
Think Hyper-Local
What special offers do you have in place for people who live in your community? Talk is that everyone will be sticking close to home this summer, so create a locals-only offer that will ensure that you are the backyard favourite. Ideas include deep discounts with proof of residency, frequent shopper perks, collaboration products with your local bakery/grocery/neighbour, and when allowed again, host an event just for those in the community.
Welcome Everyone Back Warmly
The stress and uncertainty of the past few months has impacted some people very deeply. They are more cautious and will now be looking for a place where they are welcomed, feel comfortable, and where they can take a mini-break and disconnect from work, responsibilities at home, and the struggle of the past spring.
The places that create an environment where people can relax and have fun but still feel protected and safe will succeed.
Leeann Froese owns Town Hall Brands – a marketing and graphic design agency that specializes in branding and promoting in the areas of agriculture, beverage alcohol, food, and hospitality. See more at townhallbrands.com or on social @townhallbrands