Marketing for the Holidays During a Pandemic
When a year comes to an end, residential cleaning companies typically gear up for the hustle and bustle of the holiday season. It's normally a busy time filled with parties and family gatherings—and all of the preparatory cleaning those events involve.
It goes without saying, however, that 2020 will be different. In the midst of a global pandemic, the Centers for Disease Control (CDC) has cautioned against indoor get togethers, even among small groups.
This dramatic departure from life as usual could represent a crippling loss of revenue for residential cleaning companies. Saving the end-of-year budget is possible, though, with some quick and clever planning.
Creative marketing efforts and service offers will be more important this year than ever before.
Holiday Marketing During a Pandemic
To ensure continued growth, every business should invest a percentage of its earnings into marketing. Spending money in an uncertain economy may feel scary, but marketing becomes even more important during difficult times—just make sure it's smart spending.
Devote time to analyzing your current or ideal clientele's needs to figure out the best way to connect with them in this unusual season.
This is an excellent time to better utilize social media because usage is way up (by as much as 72%!) during coronavirus. Facebook, Instagram, and YouTube offer free channels for promoting holiday specials or specific services to a nearly captive audience. Done well, Facebook ads can boost your results.
[As you dive into digital marketing, make sure you avoid these common mistakes.]
This could also be a time to reconsider old-school methods, like flyers and mailers. After nearly a year of greater-than-usual time at home, some people may be reaching their limits on screen time. Something they can physically hold may catch their attention.
While these materials aren't free (there are printing and mailing costs), a flyer that outlines a special offer and features rave reviews could be enough to prompt someone to book a new service.
If your budget is too tight to send something physical, instead focus your efforts on email marketing. Use a regular newsletter to stay top-of-mind with existing clients, and customer appreciation rewards to create raving fans.
Also, give your current customers first dibs on special promotions as a way to thank them for their business. Remember, it's far less expensive to get repeat business from people who already know and love you than it is to find new clients.
[Ready to use email marketing to generate more leads on autopilot? This course is for you.]
Finally, double down on efforts to get your clients to advertise for you. In a time when everyone is rightfully leery about being near strangers, references carry more weight. Someone is much more likely to choose a cleaning company when a good friend vouches for its safety procedures.
It can also be beneficial to create a referral system with non-competitive but related companies, such as window washers, landscapers, and caterers. After all, referral marketing is one of the most effective forms of marketing. Better yet, it's absolutely free.
Pandemic-Busting Holiday Promotions
When business slows, the knee-jerk response is often to slash prices in a desperate attempt to find any paying work. Before resorting to across-the-board cuts, take time to come up with a strategic plan for coupons, discounts, and offers that make an impact.
Rather than discounting everything equally, consider creating holiday service coupons on specific services. Something like a carpet cleaning coupon can prompt someone to make a purchase and, very often, add on other regular-price services to round out their cleaning service.
Another option is to bundle together several popular standalone services for a discount, or to offer a buy one-get one option on services. Either approach increases the overall spend to maximize the labor hours you spend for your tech's time spent on location.
[Before settling on any offer, watch this video about how discounting cleaning services affects profit margins.]
You may also want to consider adding services to your offerings. If you can be a more “all-inclusive” cleaning company, you can help reduce the number of providers in your clients' homes at a time when they are really worried about exposure. An investment in new equipment, tools, or supplies to provide special services could pay off.
If you aren't already, this is also a good time to promote the role your company can play in keeping your clients' homes safe and healthy. This means clearly communicating not only the COVID-19 protocols you're following, but also the products and procedures you use to disinfect to properly reduce or remove viruses in the home.
[Read up on the differences between electrostatic sprayers and foggers for disinfecting surfaces in homes.]
Finally, get creative with pandemic-specific promotions and messaging:
- Bundle and discount disinfecting services for holiday gatherings, and detail your pandemic precautions in the promotional materials.
- Implement a process for cleaning all but one room in a home so susceptible people, like the elderly, can isolate as the services are happening.
- Give a discount for family referrals and have the same tech so all of the homes on a single day to reduce exposure.
- Allow clients to pay upfront (and at a discount) now for a long-term contract to be delivered after the pandemic.
- Create gift cards for the holidays but extend the expiration date so there is plenty of time to redeem them after the pandemic.
Homeowners who spend money with you right now deserve recognition and rewards. They also deserve the best care you can deliver. This is no time to let your foot off the gas in the customer service arena.
Make sure your existing and new customers know that you care about their homes, their safety, and their budget. Going the extra mile right now will create a strong bond that will last long after the coronavirus becomes an awful memory.
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