The Covid-19 pandemic altered the norm for all of us, but those with small, independent businesses were hit hardest - particularly those in industries that weren’t allowed to operate for the majority of the time whilst the virus was most active.
Though now the virus is under control, it’s important that we take forward what we have learned and use it as knowledge to properly prepare our businesses in case of another outbreak in the future. Here are some ways you can thoroughly prepare help to keep your business afloat, no matter what happens next.
Keep hygiene to a good standard
It might sound like common sense, especially to anyone who works in the catering industry, but having good hygiene and regularly washing your hands and the surfaces you/your customers touch means that there’s less chance for germs to spread as quickly.
Leave bottles of hand sanitiser out for your customers to use when they wish, make sure that any garments tried on by a customer are washed or cleaned with a sanitising spray, and avoid unnecessary contact where possible.
You can further reduce the transfer of germs by making simple adjustments to your shop and facilities, such as changing toilet flushes, taps and soap dispensers to hands-free options. Contactless payment options and going cash-free can help too, as money can harbour a lot of bacteria.
Think about what worked well (and what didn’t)
Think back to the height of the Covid-19 pandemic and how your business was operating back then. What worked well? Where did your business struggle?
Make a note of all of the things you were proud to have achieved during a global pandemic and what support or additional supplies you wish you’d had. It’s impossible to prepare for every outcome or event, but by learning from past experiences you can help make sure that the same issues don’t reoccur and you’ll know exactly how to deal with them if they resurface again.
Learn to digitise your services where possible
By finding out which aspects of your business you can digitise, you can utilise these more in times when providing your services and goods physically isn’t an option. For example, if your customers usually pay for your goods in installments, it might be wise to invest in a financing app that allows you to set up digital payments and invoice reminders so that your customers can keep up with their payments without having to physically visit your shop.
By setting up these remote options for your customers, they will feel much safer and less worried knowing that they can still progress with their wedding planning from the comfort of their own homes.
Host virtual events and webinars to keep customers and potential clientele interested in what you have to offer - you could even band together with other suppliers you know and organise a monthly virtual showcase, or take part in a virtual wedding fayre. By charging your attendees a small fee, you can work towards recouping any losses for lack of work during this time. Or, If you’re an entertainer, think of ways you can entertain and make money remotely such as virtual gigs and magic shows etc.
Keep working on the relationships you have with your customers. Keep in touch where possible. If you don’t already have one, now would be a great time to set up an e-newsletter so your clients are reminded of your services on a regular basis - don’t let your business become an afterthought!
Find new ways of doing things
Put your skills to use in other ways - you might just find your new favourite way of working!
Are you a wedding florist? Why not make postbox-friendly floral arrangements that clients can order and have sent directly to their loved ones' doors?
Are you a cake maker? Downsize from your three and four tier spectacular bakes and look at making weekend treat drop-offs and birthday orders in your local area for the time being instead. The opportunities are endless!
Be social media savvy
Digital marketing is a must in this day and age, and if most of your client base are going to be stuck at home scrolling on their phones, then it’s the perfect time to get your business out there with digital advertising.
Though you might not be able to take on clients at that specific moment, they’ll definitely be planning for their next big milestone after the pandemic so be sure to take advantage and use your social channels to target your client market, ready for when the world opens back up again. If you’re unsure where to start, watch some YouTube tutorials on organic social media marketing. If you’ve got the budget for it, you can even look at paid advertising - due to algorithms, paid social posts often perform better than organic ones.
One thing that is important though, is that you know your business inside out so that you can market it correctly - the last thing you want is customers getting confused by your services and ultimately looking elsewhere, especially when they will have the time to be at home and flexibility to sift through many different companies that are offering similar solutions.
One way to keep your social channels from looking stagnant is to share images of your previous work on socials. This will help your profiles to appear on the feeds of potential clients, showcasing your best work and making your social channels look fresh even without a regular influx of work coming in.
Top tip: Take a few extra pictures of your work from different angles and share them on a rainy day or when your profile is looking a bit quiet. This helps to add a breath of fresh air and drive traffic to your social media pages.
Be smart with money
Save what you can now so that you’re prepared in case of a sudden drop in work. It won’t feel like as much of a hit if you have some emergency money available to see you through a difficult few months and will go a long way towards helping, especially if we ever experience another full lockdown.
Spend your revenue wisely - don’t buy in too much stock and remember to consider that other costs, such as your energy bills and internet, can sometimes increase when working from home. Especially with the current cost of living crisis being so prolific.
Research what grants may be available to you and what you need to do to qualify for them. If you can have everything in place ready to apply, your application process is likely to go a lot smoother and you might receive funding faster than if you had to gather all of the information together.
Go the extra mile
Although it’s easier said than done, try to be patient and remember that everyone will be experiencing the same feelings of frustration and worry.
Make even more time than you normally would for your mental health and take rest days when needed. Dealing with something out of the ordinary can take its toll, so it’s only natural to feel burnt out and mentally exhausted, even though you might not feel like much is happening.
If you’re worried about potential customers having time to find another supplier before their big day, do something extra special to help them feel welcome. It doesn’t have to be expensive - it could be something as simple as sending them a few mini cupcakes to sample your cake flavours, or a personalised email address to congratulate them on their engagement.
Be transparent with your customers from the beginning. During the covid-19 pandemic, production came to a halt for many businesses and shipping was equally as difficult to attain. Make the lead time on your products longer and give a clear explanation as to why. By giving your customers realistic delivery times, they can manage their expectations and there’s less strain on you and less chance of an unsatisfactory review.
On the topic of reviews, make the most of your clientele being at home from work and having more free time - contact previous customers and ask them for their reviews. The more positive reviews you have, the better your business will look to prospective clients.
Get ready
The tough times don’t last forever and, once the pandemic is over, you’ll probably find yourself busier than ever before.
Prepare for the influx of customers afterwards - pandemics and other life-altering events often bring about revelations in people, especially those who are ready for taking on another milestone. You’re likely to have many newly engaged couples looking to you for your services!
Are you a new business looking to break into the world of weddings? Or have you been working in the industry for a while, but you’re not sure how to improve sales and drive more clients to your brand? You can find more inspiring articles here, or you can contact us about becoming one of our suppliers by sending an email to info@redeventweddingfayres.com.
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