Overcoming Covid: From Surviving to Thriving
The impact of the Covid-19 pandemic is still affecting business owners across the world. With a vaccine yet to be found and sporting disciplines reeling, how can you bring your business back when faced with uncertainty?
Since February 2020, Covid-19 has wreaked havoc, leaving destruction and confusion behind. But what has for many been a dooms-day disaster has been a period of growth for others. The latter is seen in cases where equestrian business owners have been able to reimagine their business modelI to suit the need of a rapidly changing environment. As part of an industry that on the large is still making little use of simple technologies, we are presented with a unique opportunity to step up our game. However, in order to come back stronger and return to full speed, it is more important than ever that equestrians look to confront the challenges, making them ready to reap the opportunities that are arising.
The moment is not to be lost. There are numerous strategic areas to focus on, however we are firmly keeping our focus on rethinking operations and accelerating adoption of digital solutions.
In the midst of chaos, there is also opportunity.
- Sun Tzu
RETHINK OPERATIONS
The pandemic has changed all existing dynamics of doing business, and rethinking your operations from branding to marketing strategies and management is becoming arguably more relevant. A brand is more than just a name and logo - as we're now living in a world of post-pandemic slowdown, businesses are relying heavily on how effectively their brand is communicating its mission. Dramatic shifts have occurred in demand patterns and customer expectation, making it increasingly important for businesses to have a brand that resonates with its customers in the new climate. Further, a brands mission must truly be reflected through the company's operations strategies, including your digital as well as your marketing efforts.
Rethinking your operations should be centred around creating competitive advantage and new customer value propositions to recover revenue. Efforts will be successful when businesses consider the responsiveness to their customers by focusing on customer experience through sustainable, nimble and interconnected branding and experiences. Coming out of the crisis, businesses must respond to questions about growth and scalability by utilising data and analytics in decision making. The ability to do this is fully dependent on a organisation's ability to adapt and use digital solutions efficiently.
As the global pandemic is still raging, companies must shift their strategies to one led by compassion and an attentive mindset. Any existing brand style and traditional marketing method will have the same effect moving forward - in fact, it is more likely to negatively affect customer relationships! In a recent study, Salesforce learned that 84% of customers say the experience a company provides is as important as its products and services. That is an increase of 80% since 2018. If this doesn’t highlight how meaningful and personalised engagement should be at the core of your business, we’re not sure what will. And it is safe to say this will continue continue to play a central part in our 'post COVID' society.
Areas to consider when rethinking your operations:
All customer experiences should be rooted in compassion and empathy whilst promoting a sense of purpose
Update any style guides, imagery, and wording on your social profiles as well as your website to clearly align with your mission
Evolve from a classical one-to-many marketing approach to an approach delivering customer experiences that build trust and guide mutually beneficial outcomes
Gain a real-time understanding of your customers full journey. Having a 360 view of their experience from discovery to engagement is what will make you gain loyalty and advocacy
Utilise data to accelerate digital-first behaviours at every touchpoint across your customers journey
ACCELERATE DIGITAL SOLUTIONS
Over the past few months we have witnessed a transformation in the way we interact with those around us, how we do our work and other day-to-day routine transactions. This transformation has accelerated the migration to digital technologies at an incredible scale and speed, and has likely laid a foundation for how consumers will continue to do business.
Analysing and adapting to signals of change in demand will be more important than previously for businesses to navigate recovery and thrive, as these are likely to come suddenly and in clusters. Improving the digital aspects of your business will help you scale and boost sales in a world that face uncertainty.
Implement online booking systems -
Implementation of online booking and entry systems is something we are well versed in! We have spent years testing event management and entry systems for several UK companies. As a result, we are capable of implementing systems that will not only capture consultation bookings, but also full systems which will capture your entries, manage your events, draw the order for your classes and manage your show as a whole. As online booking systems are fully automated there is no need to have someone manually manage appointments, meaning that you and your colleagues can spend your valuable time on more pressing matters.Update your website -
It is more important than ever to have an up-to-date digital presence. Although you hear a lot of talk about social media, your website should be one of the main pillars of your business. With the effects of Covid likely to affect us for a long time, more people will be viewing your site than ever before. Improving your digital presence where you can’t maintain your physical presence means you have to make sure that your digital shop window contains all the correct information and is updated regularly. This will not only present you business well to potential customers, but will also have a positive effect on search engines and how they rank your site. Want to know more about our web design services? We design websites for riders, businesses and events of all sizes. Learn more here.
Consider e-commerce -
If an online booking system isn’t for you, you should consider how you can add an online shop to your business. As in-store visitors will be heavily effected by the pandemic, now is the time to start shifting your approach to sales and focus on online. Bringing your brick and mortar store into the digital area is a proven way to increase profit margins. Presenting an opportunity to reach a wider demographic of your ideal clients it is likely that the positive outcome far outweighs the negative.Improve your social media presence -
We strongly believe that social media should only act as a tool in your toolbox in both marketing your business. Used to connect with customers and build relationships with their audiences, improving your social media strategy at a time where everyone spends more of their time on socials than ever before can help you stay ahead of the curve. Although the focus of your platform is individual, you should focus on sharing value, bring in humour, show what happens behind the scene, and focus on what makes your business different from your competitors.Running paid advertisement -
Most businesses would greatly benefit from incorporating paid advertising in their digital marketing strategy. Covid has seen truly favourable advertisement rates with return on advertising spend (ROAS) trending much higher than usual.
