As things slowly start to return to some sense of normality, we all need to start thinking about the way ahead. The business landscape is transforming beyond recognition and none of us can afford to stand still. Both business and consumer attitudes are changing and therefore our messages need to change with them. But how exactly?
We asked our customers and contacts a series of questions about how the coronavirus pandemic has affected their business, in particular the communication channels they used and their effectiveness. Below are the results:
1/ In the last 3 months, how has the coronavirus pandemic affected your business’s TURNOVER, compared to what is normally expected for this time of year?
Whilst the majority had experienced a decrease in turnover (50%), a quarter had experienced an increase (25%). 12.5% said turnover had not been affected at all and 12.5% were not yet sure how turnover had been affected.
2/ What are your expectations about your business’s TURNOVER in the next month?
Surprisingly, the majority (37.5%) expect turnover to increase a little over the next month which is really positive to hear! A quarter (25%) expect turnover to stay the same, whilst 12.5% expect it to substantially decrease and the remaining 12.5% are not sure what to expect.
3/ Are you expecting to have to CHANGE any of the following since the coronavirus pandemic?
The majority (88%) expect to have to change their customer messaging since the coronavirus pandemic and a quarter (25%) expect to have to change their tone of voice.
4/ Has your business used any of the following CHANNELS to communicate with your customers during the coronavirus pandemic? (Respondents were able to select as many answers as they felt were relevant)
The majority of respondents increased their use of social media and video throughout the coronavirus (75% and 50% respectively). A quarter (25%) increased their use of email campaigns and virtual events, whilst only an eighth (12.5%) used direct mail. No-one increased their use of online advertising or print media.
5/ Which CHANNELS have been MOST effective at communicating to customers throughout the coronavirus pandemic? (Respondents were able to select as many answers as they felt were relevant)
Three quarters (75%) felt that social media had been the most effective channel and a quarter said video was the most effective (25%). 12.5% said direct mail had been the most effective channel.
6/ Which CHANNELS have been LEAST effective at communicating to customers throughout the coronavirus pandemic? (Respondents were able to select as many answers as they felt were relevant)
The majority (63%) felt that print media had been the least effective communication channel during the coronavirus. 12.5% felt that email campaigns were the least effective and a further 12.5% felt online advertising and video had been least effective.
7/ Are you considering developing or making CHANGES to any of the following over the next few months? (Please select as many as you feel are relevant)
75% said they were considering making changes to either their website, branding or printed materials over the next few months. Whilst a quarter (25%) said they would not be making any changes at all. Over a third (37.5%) said they were changing their website and a quarter (25%) said they would be updating their branding.
8/ What’s the most POSITIVE thing (if any) that has come out of the coronavirus crisis for your business?
It was great to see that all respondents shared positives that have come out of the coronavirus crisis. Below are a few of our favourites:
• It has given us time to reflect on future plans
• The team have adapted well to remote working
• Togetherness of those working in the industry
• Commitment and flexibility from the team
9/ What has been the most VALUABLE LESSON you have learnt for your business as a result of coronavirus?
Again, every respondent had valuable lessons to share. Below are a few of our favourites:
• Value of online presence to support physical events
• New and creative ways of engaging without audience
• Importance of having a contingency plan
• Importance of maintaining relationships with clients, partners and other businesses
If you’re thinking about making some changes to your communications strategy, whether you want to give your branding a facelift, or perhaps you want to review your tone of voice, soap is here to help. Give us a call today on 01275 400777 or email email@example.com