COVID-19 – What can hospitality businesses do to change their social media and PR strategy?
It’s time to get creative!
The hospitality and food and beverage industry will take a big hit: saying goodbye to social functions, corporate functions, daily office lunches and after work drinks.
Some of our clients have already closed their CBD operations and are reporting a downturn is business of 60-80%. And, due to the nature of the virus, it may get worse.
So, what can you do now? We’re recommending a few adjustments to your social media and PR strategy to be respectful of community concern, stay healthy and maintain a good ROI on your social investment.
This will cover:
- Functions Advertising
- Upcoming events
- Time-in
- Social Media Spend
- Get amongst your community
- Letting your community know what’s up
- Crisis management
#1 Pause functions advertising
We would recommend pausing all current functions advertising to ensure that the business is seen as socially responsible, to resume once things cool down.
As well as being socially responsible, you also don’t want to use your social media budget on promotions that your audience will most likely not be taking action on– instead save your pennies for when social distancing comes to an end.
#2 Rethink Upcoming Events
We would suggest postponing internal events entertainment and gatherings. This may include thinking of how this may impact the coming holidays of Easter and ANZAC day.
Instead, think of how your promotions and events could be pushed back to further on in the year. For example, your EOFY function offer could be extended till September, ‘welcome your team back with 10% off function bookings’.
#3 Time-In, have you seen their new branding?
TimeOut has just rebranded to Time-In and will be running content from venues who are doing creative and different tactics to drive revenue.
Think: a pop-up takeaway counter, home delivery in your area, a Quarantine care package etc. There are opportunities for venues that move quickly!
Moving with the times and acknowledging the change means evolving your services like a take-out food menu and maybe even a delivery service.
#4 Social Media Spend
We would recommend reducing social spend on daily promotional content like upcoming events, social posts and food and drink specials and focusing more on building the brand through personality posts, telling the story of the venue and changing tact to take-away menu options being available.
Spend your social media budget on content that will give you ROI and also keep your business top of mind in your community.
Photos from The Oaks Hotel taken by our photographer.
#5 Get amongst your community
It’s important to focus more on community reassurance and care in your tone of voice, emphasising the venue as the heart of the community and its history in the area – rather than “push, push” promotional content.
#6 Letting your community know what’s up
Face COVID-19 head on! There’s no use shying away from it, so tell your community how you and your hospitality business are effectively handling the situation by implementing new health procedures and ensuring your staff are fully compliant and doing everything they can to be vigilant.
#7 We support in crisis response PR
If you have a team member affected by COVID-19 and need assistance responding to media enquiries, please let us know. We would recommend being extra vigilant with team hygiene as this is often the source of public critique.