Market to the Level of Fear

Depending on where you are in the country, people are still experiencing high levels of fear and trepidation about going to stores, gyms, restaurants and salons. While you may feel comfortable about your safety standards and ability to keep customers safe, that message and the options you offer to customers based on their fear levels are critical for improving business.  This has nothing to do with discounting and often, offers the opportunity to charge premium pricing which customers will be willing to pay in order to feel safe. Here are some examples.

GYMS

Even with limited capacity, gyms are finding it difficult to fill their classes. One successful initiative is to create “pod classes” in which people can bring their own pod of friends and family to work out. You can charge a premium price for these classes and book them during off peak times.  Premium priced private sessions are also resonating with customers who desire a workout without the risk of strangers in the class.  Offer these options to non-members for the time being to add revenue and introduce new potential members into your pipeline.

SALONS

The same principle applies to salons. Create a certain amount of solo appointment slots, in which only the stylists and the customer are in the salon. This is a great way to fill in slower times and again, charge premium pricing.  Alternatively, if you have the ability to set up a private room for appointments, you can book these at a higher price as well.

RESTAURANTS

Even if you are permitted to open for indoor dining, there are many patrons who simply will not eat indoors for the time being. No specials, no discounts and no marketing will entice them to do so. Restaurants have the ability to offer multiple options that cater to all levels of fear; curbside, delivery and outdoor dining. Outdoor dining, even in cold weather, is the only option for many people.  However, the experience you provide needs to be enjoyable as well as safe. Add speakers with music, candles and pillows to optimize the experience.   There are also multiple options for outdoor dining, including open air and igloos for those who are comfortable with that environment.  I have seen restaurants that offer all these options, but charge a premium for the private and warm igloo.  Offering a unique outdoor experience will give you a huge advantage over competitors.

STORES

If you own a retail store, your ability to sell virtually or online is not an option now.  The only way to introduce certain customers to your merchandise will be through private virtual shopping appointments and selling through social media platforms and emailsif you don’t have an ecommerce site.  Private in-store shopping appointments are another option.

From the virtual perspective, you can host watch parties and Zoom coffee shops that build a sense of community as well as a shopping opportunity.

Remember, we are only entering the recovery stage which is very different than a return to normal. This is a time to be creative while being empathetic to consumer fears.  People are actively looking to support local business. It’s your job to create the environment in which they feel comfortable doing so.

Until next time remember,
you can do this!
Angel