Pub. 19 2020-2021 Issue 1

N E W J E R S E Y C O A L I T I O N O F A U T O M O T I V E R E T A I L E R S S P E C I A L E D I T I O N , 2 0 2 0 24 new jersey auto retailer At this writing, the coronavirus pandemic continues in full swing, multitrillion dollar relief packages are en route from our federal lawmakers, and small businesses from Maine to Malibu are hunkered down, feverishly working to balance safety and service for their customers, co-workers and community. Not exactly anoth- er day at the office. Thankfully, common sense — that increasingly rare element of human nature — is richly embedded in the small business owner’s DNA and it helps to chase the shadows of uncertainty during times like these. Few decision-shaping algorithms have ever trumped common sense. But for those searching for more programmatic practices to help sustain both safety and service during times of crisis, here are some recommen- dations from our marketing professionals. Keep Your Communications Plan Framed but Flexible Painful as it may be, the coronavirus experience has delivered some valuable lessons for America’s small business operators. Not the least of which is to have a well-framed emer- gency communications strategy in place and ready to deploy at a moment’s notice. Pandemic Perspectives: BY MICHAEL C. KEENAN Safety, Service and Smart Messaging During Times of Crisis Understand that no plan will be perfect. All require on-the-fly content adaptations to address ever-changing news, policies and crisis circumstances. So stay flexible on the messaging. But it is vital to have the core framework, tools and technology ready to roll out rapidly. Be trigger-ready. Time Is Trust We all saw how fast this COVID-19 crisis blew up. When the crud is flying at the fan, there’s no time for the usual meetings and rounds of approvals prior to production and dispatch. Being one of the first out there in the market with a meaningful mes- sage also serves to keep you first in minds and hearts … not to mention in future de- cisions on consumer spending preferences. Whether your market has a multimillion population or a handful of hamlets, it’s still a neighborhood. Neighbors talk ( especially with today’s social media channels ) and have strong memories. They don’t quickly forget about the caring words, advice and perhaps some financial latitude offered promptly by a foul-weather friend. Time may be money when the sun is shining, but in a crisis: time is trust. Showcase Your ONLINE Products Nobody likes a business that exploits emergency situations. But let’s face it, during times of homebound isolation, you can make a lot of local lives better if more customers ( and prospects ) had your online sales services at their fingertips. So don’t be shy about marketing them. In your communications — traditional print and broadcast, or tightly targeted digital media — frame the appeal by the fact that “You finally have enough time to learn how easy it is to shop online with us ... so let’s do it!” Clinging to paper transac- tions is often motivated by fear of change. Even the biggest technophobes will see the wisdom of 24/7 access once they get past their underlying apprehensions and give it a shot.