Tempur Sealy International has provided BrandSource members with some suggested tools and guidelines on communicating with customers during the health crisis.
First and foremost, the bedding manufacturer advises a shift from TV and radio advertising to search and social media, as customers are increasing their time spent on mobile, news sites and particularly on platforms like Facebook and Instagram, where usage is skyrocketing.
After establishing where, the next question is what you should be communicating to your customers. Tempur’s Customer Marketing team suggests three general messages that you should be relaying to the marketplace through your website and social platforms.
Demonstrate community leadership. Provide empathy and support for your customers and community as they are impacted by the health crisis. Examples could include donations, reminders of service capabilities or simply a message of support.
Provide timely communication. Address the ever-changing in-store environment by clearly stating store hours, procedures for showroom cleanliness, delivery practices and any other operational changes.
Keep your brand top of mind with customers. Provide special offers, inspire customers with design ideas or in-home leisure activities, and remind them of your commitment to your customers and community, all of which will help drive post-crisis demand.
Tempur’s complete presentation on doing business in the “new market normal” is available to BrandSource members in the Backroom.