Marketing Guide for Businesses Reopening During Coronavirus

Jun 29, 2020

Many businesses and nonprofit organizations have been shut down or operating at limited capacity for months due to the coronavirus (COVID-19) pandemic. Understandably, a lot of business owners are eager to start up again and resume serving their customers more fully.

As we look ahead to imagine what our post-coronavirus world might look like, it’s important to remember that, even as the COVID-19 situation begins to show improvements, we are still very much in the midst of it

Business owners must keep that in mind as they plan to resume some of their normal operations. In fact, “normal” might look very different for a while, as we all work together to take precautions to overcome this pandemic and keep ourselves and those around us safe.

What’s more, is that while this pandemic affects all of us — all across the globe — the specifics of the situation vary based on location. While some areas are moving towards widespread reopenings, other areas are still on full lockdown and will remain so for at least another couple of months. That’s why it’s absolutely critical to review guidelines specific to your state before considering your next steps. Once you know what is permitted in your area, you’ll also want to consult the CDC’s guidance for safely reopening your business.

Remember — ”reopening” could look like a lot of things, ranging from a long term pivot to relying primarily on social distancing, to fully reopening a brick and mortar location to the public, with added safety precautions. Know that there isn’t a one-size-fits-all solution, and you’ll need to form a plan based on your unique situation. That said — you’re not alone.

Use this guide to help plan your reopening marketing strategy

In this article, I’ll walk you through some of the things you’ll need to consider when planning your “reopening” after coronavirus — whatever that may look like — from a marketing perspective. We’ll cover:

Phase 1: Planning your reopening

  • Should you reopen?
  • Planning your marketing and communications around reopening
  • Knowing your customers and communicating sensitively
  • Checklist for preparing to reopen

Phase 2: Reopening in a new normal

  • Announcing your reopening
    • Updating your website and online presence
    • Creating an announcement email
    • Sharing social media announcements and responding to comments
  • Checklist for announcing your reopening

Phase 3: Listen, adapt, and grow

  • Surveying customers and improving your customer experience
  • Keeping up proactive customer communications
  • Checklist for proactive customer communication

TIP: Download and print our reopening guide

Posted in Featured Articles.