It may be a lot of things in this uncharted territory that we find ourselves in, but it is definitely not business as usual.
No one would ever say that we - Jane and Adele - aren't a couple of positive, optimistic, 'get things done' sort of women. We are. We're also well aware that we are all in uncharted territory and that despite what some might tell you, it is not "business as usual". It's not time to double-down on your marketing, it's not time to run a campaign to grow your email list, it's not time to ignore what is happening around us. Much of this newsletter focuses on advice for small businesses, but it is every bit as useful for people in government, or non-profits, or those who haven't yet started their business (which are likely indefinitely on hold for now). We will be continuing this as a series of similar email newsletters with advice and resources focused on small business and their response to COVID-19.
It hasn't been business as usual for us either. On March 19th we deferred two months of loan payments for our clients. We did it in a simple way and just added the additional payments on to the end of our original loan agreements. It does not have to be complicated and we hope that other lenders will follow our example. They simply need the will to act and to do the right thing! That's was our initial response, but it will be a little different for each business and we'll revisit our response again at the end of April.
So, how should a business respond to COVID-19?
If your sales haven't ground to a complete halt, they are probably very much reduced - you might find yourself anxious and uncertain of how to proceed and you may feel that way in your home life, too.
Gee, this sure sounds like a lot of doom and gloom, doesn't it?
Well, it isn't! The point is to remind you that if you are feeling that way in your business and at home, so are your clients. Don't ignore that! Now is the time to remind your customers just how human you are, just how much they can relate to you and you to them. You need to respond to them with compassion and consideration for what you're both going through, as well as a focus on being of service in any way you can. When you show up to be of service instead of to make sales, you build goodwill - your clients get to know you even better, which makes them like you more and trust you more. That last bit - know, like and trust - is the single best recipe for finding and keeping loyal customers. Because, while it is not business as usual, we will eventually get back to some sort of "new normal" and when we do, you'll need to hit the ground running.
Marketing just feels gross in a crisis. Do we just stop?
No, you don't just stop, but you definitely need to pivot. Whatever you were doing before Sunday, March 22nd, 2020, when Nova Scotia's state of emergency was declared, should absolutely not be what you are doing now. We're not suggesting every single bit of information you put out as a business right now should be all about COVID-19, but you also cannot ignore it or ignore your audience and what they might be experiencing. You should still be posting on your social media regularly, but right now the way you communicate ought to lean heavily toward being of service and being supportive in whatever way best suits you, your businesses and the reputation your brand has in the community.
What can we do about marketing then?
You communicate from the heart! Every business has a personality and a brand promise - that is how your clients see you and what they expect you to deliver. You don't change the style of your communications you simply make sure that it's more about how you can help people find their way through these uncharted waters and toward you as a future (if not current) solution.
When you post on social media, share the challenges you are facing and how together, you and your clients could tackle them. For example...
"Right now, Acme, Inc. is unable to have you, our customers, visit us like you usually do. It's hard on you because you can't get what you want or need, and it's hard on us because we can't be right there to help you. But...
Here's what we can do! Now is a great time to talk with us about your future projects. It gives both of us something else to focus on instead of focusing only on all the worry and anxiety around COVID-19. If you've got an idea you want to explore or ask questions about, send us an email for a no-charge and no-obligation consultation. Right now, we've both got time to consider options and to create a plan so that when you are ready to go ahead in the future, together we'll have gotten some of the initial legwork out of the way."
What does a social media post like that say to your customers? It tells them you understand what we're all going through, that you take it seriously but you also know that everything doesn't (and shouldn't) just grind to a halt. This kind of communication will be slightly different for every business or organization, but the concept would remain similar no matter what sector you are in.
Wouldn't a brave face serve me better?
From our perspective, a brave face is not what most people are looking for right now. They are looking for understanding, compassion, and acknowledgement while still being able to plan ahead...even if they aren't in purchasing mode right now. Rather than a brave face, they're looking for businesses to be creative about how they continue to operate (if they can), and for businesses that are already a consistent part of their own lives, to still be there and not to just quietly disappear or to act as if nothing has changed while we all deal with COVID-19.
Without a doubt, this is a difficult time for almost all small businesses but it doesn't have to be a lethal time. Stay connected to your audience and be authentic with them. If they loved your business before all of this, they may love your business even more after all of this...depending on how you handle the situation. We suggest you handle it head-on with an attitude of being of service because your clients will remember that in a much better light than if you pretend nothing has changed and just march forward with a "business as usual" approach that is tone-deaf to the current realities we find ourselves sharing.
KEY INFORMATION TOOLS & PRACTICAL RESOURCES
We've been acting as a bit of a clearinghouse for our clients to keep them abreast of some of the practical information small businesses need to be aware of right now. Below is a list of key pieces of information (with special thanks to the Yarmouth Chamber of Commerce who has done a bang-up job of sharing things like this with Southwest Nova businesses) and other practical resources...
LOCAL GOVERNMENT RESOURCES:
Town of Annapolis Royal
https://annapolisroyal.com/
Town of Middleton
https://www.discovermiddleton.ca/
County of Annapolis
https://annapoliscounty.ca/
Province of Nova Scotia
https://novascotia.ca/coronavirus/
FEDERAL GOVERNMENT RESOURCES:
Business Credit Availability Program / Programme de credit pour les entreprises
EN: https://www.canada.ca/en/department-finance/programs/financial-sector-policy/business-credit-availability-program.html
FR: https://www.canada.ca/fr/ministere-finances/programmes/politique-secteur-financier/programme-credit-entreprises.html
Business Development Bank of Canada / Banque de développement du Canada
English: https://www.bdc.ca/en/pages/special-support.aspx?special-initiative=covid19
French: https://www.bdc.ca/fr/pages/soutien-special.aspx?special-initiative=covid19
Business Supports / Appui aux entreprises :
Department of Finance - Canada’s COVID-19 Economic Response Plan: Support for Canadians and Businesses / Ministère des Finances : Plan d'intervention économique du Canada pour répondre à la COVID-19
English: https://www.canada.ca/en/department-finance/news/2020/03/canadas-covid-19-economic-response-plan-support-for-canadians-and-businesses.html
French: https://www.canada.ca/fr/ministere-finances/nouvelles/2020/03/plan-dintervention-economique-du-canada-pour-repondre-a-la-covid-19.html
Canada’s COVID-19 Economic Response Plan / Plan d'intervention économique du Canada pour répondre à la COVID-19
English : https://www.canada.ca/en/department-finance/economic-response-plan.html
French: https://www.canada.ca/fr/ministere-finances/plan-intervention-economique.html
Coronavirus disease (COVID-19): Resources for Canadian businesses / Maladie à coronavirus (COVID-19) : Ressources pour les entreprises canadiennes
English : https://www.tradecommissioner.gc.ca/campaign-campagne/ressources-entreprises-COVID-19-business-resources.aspx?lang=eng
French: https://www.deleguescommerciaux.gc.ca/campaign-campagne/ressources-entreprises-COVID-19-business-resources.aspx?lang=fra
Canada Revenue Agency - Helping Canadians with the economic impact of the COVID-19 Pandemic / l’Agence du revenu du Canada - Aider les Canadiens avec l'impact économique de la pandémie de COVID-19
English : https://www.canada.ca/en/revenue-agency/campaigns/covid-19-update.html
French: https://www.canada.ca/fr/agence-revenu/campagnes/mise-a-jour-covid-19.html
Coronavirus disease (COVID-19) – Employment and Social Development Canada / Emploi et développement social Canada – maladie à COVID-19
English: https://www.canada.ca/en/employment-social-development/corporate/notices/coronavirus.html
French: https://www.canada.ca/fr/emploi-developpement-social/ministere/avis/coronavirus.html
COVID-19 subscription for Public Health Updates / Inscription pour les mises à jour sur la santé publique:
English: https://www.canada.ca/en/public-health/corporate/stay-informed-stay-connected/public-health-updates/subscribe.html
French: https://www.canada.ca/fr/sante-publique/organisation/soyez-courant-gardez-contact/mises-a-jour-sante-publique/abonnement.html
Exemptions to travel restrictions to protect Canadians and support the economy / Exemptions aux restrictions de voyage afin de protéger les Canadiens et d’appuyer l’économie
English : https://www.canada.ca/en/immigration-refugees-citizenship/news/2020/03/canada-provides-update-on-exemptions-to-travel-restrictions-to-protect-canadians-and-support-the-economy.html
French: https://www.canada.ca/fr/immigration-refugies-citoyennete/nouvelles/2020/03/le-canada-presente-des-exemptions-auxrestrictions-de-voyage-afin-de-proteger-les-canadiens-et-dappuyer-leconomie.html
Expedited business access to disinfectants, hand sanitizers and personal protective equipment to help limit the spread of COVID-19, as well as swabs for testing / Accès accéléré aux désinfectants, aux antiseptiques pour les mains et à l'équipement de protection individuelle pour aider à limiter la propagation de COVID-19, ainsi qu' aux écouvillons pour les tests
English: https://healthycanadians.gc.ca/recall-alert-rappel-avis/hc-sc/2020/72623a-eng.php
French: https://canadiensensante.gc.ca/recall-alert-rappel-avis/hc-sc/2020/72623a-fra.php
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Resources for Canadian businesses: COVID-19 / Ressources pour les enterprises canadiennes: COVID-19
English: https://www.canada.ca/en/services/business/maintaingrowimprovebusiness/resources-for-canadian-businesses.html
French: https://www.canada.ca/fr/services/entreprises/maintenirfairecroitreameliorerentreprise/ressourcespourlesentreprisescanadiennes.html
Stay Connected / Soyez informés
Canada Business App – Appli Affaires Canada : www.canada.ca/business-app
What Canada’s Regional Development Agencies are doing to help business during the COVID-19 pandemic / Ce que font les agences de développement régional (ADR) du Canada pour aider les entreprises pendant la pandémie de COVID-19
English : HTML - PDF version
French: HTML - Version PDF
Work-Sharing Program / Programme de travail partagé :
Service Canada a créé une unité de renseignements bilingue pour les employeurs touchés par COVID-19 qui recherchent des informations relatives au Programme de travail partagé. Les demandes de renseignements peuvent être envoyées à la boîte aux lettres ci-dessous pour obtenir des renseignements précis sur le Travail partagé ou pour demander des renseignements généraux sur le programme : EDSC.DGOP.TP.REP-RES.WS.POB.ESDC@servicecanada.gc.ca
Service Canada has created a bilingual enquiry unit for employers affected by COVID-19 that are seeking information related to the Work-Sharing Program. Enquiries can be sent to the mailbox below for specific Work-Sharing information or to request general information about the Program:
EDSC.DGOP.TP.REP-RES.WS.POB.ESDC@servicecanada.gc.ca
Work-Sharing Program - Temporary special measures / Programme de travail partagé - Mesures spéciales temporaires:
English: https://www.canada.ca/en/employment-social-development/services/work-sharing/temporary-measures-forestry-sector.html
French: https://www.canada.ca/fr/emploi-developpement-social/services/travail-partage/mesures-temporaires-secteur-forestier.html
OTHER RESOURCES
Canadian Federation of Independent Business – Fédération canadienne de l’entreprise indépendante
English: https://www.cfib-fcei.ca/en/tools-resources/covid-19-coronavirus-business
French: https://www.cfib-fcei.ca/fr/ressources/covid-19-coronavirus-entreprises
Canadian Manufacturers & Exporters COVID-19 Resources
https://cme-mec.ca/coronavirus-covid-19-resources/
Council of Canadian Innovators – COVID-19 Slack Channel (you must create an account)
English: http://bit.ly/COVID19SlackChannel
Facebook for Business
Business Resource Hub: https://www.facebook.com/business/boost/resource
Google announcement on support to small businesses / Annonce de la part de Google pour appuyer les petites entreprises
https://blog.google/inside-google/company-announcements/commitment-support-small-businesses-and-crisis-response-covid-19
Innovative Medicines Canada
COVID-19: Working Together on a Solution: http://innovativemedicines.ca/wp-content/uploads/2020/02/2020-covid-19-lowres.pdf
Innovative Medicines Canada: Statement on Canada’s Drug Supply / Déclaration portant sur l’approvisionnement en médicaments : IMC
English: http://innovativemedicines.ca/statement-canadas-drug-supply/
French: http://innovativemedicines.ca/fr/statement-canadas-drug-supply/
LinkedIn COVID-19 Response
https://news.linkedin.com/2020/march/supporting-our-members-and-customers-during-covid-19
SaveSmallBusiness.ca
English: https://savesmallbusiness.ca/
World Health Organization COVID-19 - Business and Employees
English: https://www.who.int/teams/risk-communication/employers-and-workers
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