The coronavirus crisis isn't over. Not by a long chalk.
But, based on what we're seeing, hearing and reading from the Government and the global press, what we do know is that light is beginning to develop at the end of the tunnel.
While the situation plateaus in the UK, some countries further on from us are starting to loosen their lockdown. This week, Denmark, Austria, Spain and even Italy are – to varying degrees - gradually starting to reopen 'non-essential' businesses and organisations.
Sure, it's likely to be May before non-essential businesses can start to reopen their doors here, and in an ideal world, you'd never have had to close your doors in the first place.
But we don't live in an ideal world. We live in a flawed one, and it's how we respond to it that counts.
With those green shoots starting to show, with that glimmer of hope and that chink of light at the end of the tunnel, you need to be devoting time, effort and energy into marketing NOW.
Not when you're allowed to open 'properly'. It'll be too late by then.
Your competitors will have caught the wave that's forming right now, through April. They'll have capitalised on the increased available attention that people have right now, consuming media, while they're a browsing audience.
Come the 'Reopening' your competitors will have got more clicks to their website, more engagement on social media, more brochures downloaded, more design enquiries and then more initial showroom visits.
All this means that when the money can start moving again, it's going in the direction of those businesses.
I've spoken before about 'today' and 'tomorrow' customers - the difference between someone who wants to buy today, and the vast majority who will buy at some point in the future. It's vital to communicate with them both.
We're all living for tomorrow right now; your prospects are no different.
Now is NOT the time to retreat and stick your head in the sand – a lot of KBB businesses have already lost valuable ground with their initial reaction to this crisis.
The best thing you can do now is go hell for leather on your marketing.
As I've said in recent weeks, we're probably in for the biggest summer ever for home improvement.
With travel restrictions likely to still be in place for several months, many of us will be staying in the UK this year. Which means money saved, and time on our hands. Both of which will very likely be devoted to improving our homes, including our kitchens, bathrooms, and bedrooms.
And you'll know better than most, that decisions aren't made the day the deposit goes down.
They're made in the weeks and months leading up to that day.
They're being made NOW.
So, if you want to be a part of that decision-making process, now is the time to get in front of more people and start filling up that pipeline:
Educate your audience on things that will be of interest to them while they're browsing
Explain what you can do for them right now
Communicate the benefits of what you provide
Differentiate yourself from those around you, simply by being proactive
The wave is forming. Make sure you're getting in position to catch it.
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Your Invitation – Free Live Video call
Following the very positive feedback from our first couple of calls, we're going to undertake another call this Friday. I would, therefore, like to invite you to Marketing Strategy for KBB Retailers in this Crisis - Meeting #3.
I'll host the call again, and we'll spend more time outlining some more of the vital activity that independent KBB retailers need to be doing heading into May.
We'll give you actionable, tangible marketing ideas you can take away and commence in your business straight away - to ensure you more than just survive this period, but thrive out of the other side too.
You'll have an opportunity to get any questions answered, as well as hear from other independent kitchen retailers in the same boat as you.
To register for the Zoom video call this Friday, 17th April, 11am-12pm, click HERE.
Finally, please tag or forward this invitation to anyone you feel would also benefit from being on the call.