The experience of the past months has shown that companies who have communicated with their customers in the first lockdown have benefited greatly when the time comes to unlock. This is true in the case of hotels and other businesses directly impacted by the recent lockdown due to COVID-19.
The recommendation is to keep that essential communication with potential customers even if there are restrictions. It is also very important to target fears in a more specific manner. This includes information on the hygiene concept and security measures, but also flexible cancellation options to increase the chances of bookings. Those who stay in contact with their community are fully booked again rather quickly.
Businesses Should Invest In Better Customer Relations
Every company must thoroughly sift through their customer data. Are they well-segmented? You should invest in customer relationship management right now. Even if you may not be able to make any sales at the moment, you can inspire your customers and build a community with which you are in close contact. Here it is important to put yourself in the customers’ shoes and find out what interests they have and what topics they are interested in. From this knowledge, one can derive an optimal communication strategy.
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Communication Through Digital Advertisements
The content of the advertisements must be reconsidered in many ways. A hotel is probably better advised not to aim at bookings, but rather to convey the entire concept and idea more strongly. For example, anyone who drives a wellness concept could keep their community happy with tips for home workouts. Of course, it is still important to communicate as a hotel, but the content should motivate more interaction.
Let’s think of a beauty spa or a fitness center that has to close. If it sends each customer something that increases their well-being, it can pay off enormously in terms of loyalty.
For example, remote fee-based courses or a branded yoga mat with a personal letter and an offer.
It is important to convey the feeling and the image. Customers like this kind of attention and maybe many of them post something about it, which ensures further digital reach. So focus on your customers now. Find out the reason for them to come and see your business! This can be used to strengthen your relationship with existing and potential customers.
Plan, Strategize and Adjust your Budget
Companies today have full control, at least when it comes to digital advertising. You can drive on sight and adjust your budget daily. It also makes sense to work out a basic strategy and plan it in advance for different scenarios. If something changes, the budget can be shifted from one area to another. This also applies if different measures are implemented in different regions.
We are currently living in a very dynamic world and that is why we have to act very dynamically ourselves. There are many legal frameworks to be observed. But we also have to think about the psyche of the customer. The important thing is no matter what you do, you have to track effective measures that lead to purchases and registrations. It is important to use patterns that can be recognized.