How to Restore Your Guests’ Confidence

This year’s ending with many of us holed up at home, not going anywhere “just for fun,” unless we feel safe about it.

While this post focuses on the hospitality and tourism industries, the concepts are generally applicable; because no matter what business you’re in, your customers need reassurance that you’re ready to welcome them with high standards. 

Hotels are beefing up cleaning protocols. Restaurants are moving tables farther apart, in outdoor tents. Virtually all our transactions are cashless, and take place with our masks securely in place.

Once you’ve done this work, how do you support and promote it through marketing?

First, Facts

First of all, your guests want to know your business is open, and they want to know what your current days/hours of operation are. This is especially important when/if your area is going into lockdown again. There’s a big difference between “temporarily closed” and “closed for business,” so make sure this is clear.

They also want to know what’s changed in the way they interact and transact. Are there different procedures for placing or picking up an order? What is your mask policy? What is your cancellation policy?

This is where you need to use all the digital tools you have available to you – your Google My Business listing, social media account pages, and the homepage of your website.   

New Message Needed

When it comes to placing ads, no matter what the format, you can’t rely on the same marketing messages you put out there last year. People want to hear that your business has evolved to meet their needs now.

They expect to see people in your ads wearing masks, and they want proof that you’re serious about safety.

Get personal. Personalization is always a marketing best practice, but the dividends will pay off even more now if you make the effort to deliver personalized information (emails, dynamic website content) to each person on your lists.

By Traci, Marketing Manager / Content Strategist | November 18, 2020