By the time you see this article, Phase II of Governor Sisolak’s plan to open the state should have been in full effect for more than a month. As I pen this piece in early June, our fair city waits for the gaming industry to reopen amidst protests due to the death of George Floyd in Minneapolis. Black Lives Matter. And Vegas is absolutely strong. Our community is hurting, but our businesses are open. How we communicate our reopening—and possibly rebirth—and our response to the country’s unrest in an uncertain landscape will show the world who we are.
Consumer Confidence
The Conference Board Consumer Confidence Index, which is conducted by Nielson, is a monthly survey based on a probability-design random sample. The organization reported that the Consumer Confidence Index stabilized in May after a deep decline the prior month. “The Expectations Index—based on consumers’ short-term outlook for income, business, and labor market conditions—improved from 94.3 in April to 96.9 in May.” (Source: The Conference Board)
I believe the Expectations Index can be directly correlated with how people view a brand. What are an organization’s values, how do they communicate (both externally and within), and are they forthcoming with accurate, valuable information? When we look out in this uncertain economy, brand values and communication will be so important to set a company apart and grow customers’ confidence.
Yes, We Are Open!
Remember in March when every company that you had ever interacted with sent an email detailing its response to COVID-19? Memes popped up in the social media sphere, and people made jokes, but the communications were critical for setting the stage for organizational operation during the global pandemic. Throughout our state’s shelter in place order, essential businesses shared their procedures. Many of these businesses provided helpful information on how to buy groceries, order food, and other steps to take care of their families.
Roughly two months later, the emails started en masse again for reopening. Some of the best this author saw were from our local casino and resort organizations sharing detailed videos outlining the safety precautions each had set into motion on their properties. If a picture is worth a thousand words, a video is worth that much more. Think back to some of the messages over the past two months: which made you feel safer and ready to support that business?
Communicate with Confidence
So, what steps should a business take when coming out of crisis mode and starting to advertise business as “usual”—or the new normal of these days? It goes back to sharing a unique value proposition that is relevant to your target audience. Since many of us remember shortcuts or easy-to-recall abbreviations, think of VASA:
Value Proposition: What is your organization’s value proposition? What are the one or two things that you do better than any other competitor that truly sets you apart? Be crystal clear in articulating your value proposition in your messaging.
Audience: Who are you targeting? Your audience may comprise multiple groups, yet make sure your communications are tailored for each one.
Specifics: These are the nuts and bolts of your message. Using the five Ws and one H might come in handy here: who, what, when, where, why, and how.
Action: After someone reads your communication, what do you want them to do? A good rule of thumb is the “Know, Feel, Do” concept. What should your audience know, feel, and/or do after encountering your message?
The only certainty in these uncertain times is change. And the best way to cope through significant change is with an open mind, positive attitude, and clear communication. I send my best to all Las Vegans as we continue to weather major change together as a community.
This post was originally written by Shan Bates-Bundick for the Vegas Chamber’s July 2020 Business Voice magazine. Click here to view the original article.