As a small business owner, you’re facing unprecedented challenges and an economic slowdown for which there is no magic bullet. How you respond in this time of crisis will help determine how well your business recovers.

Even in these uncertain times, there is hope. Consumers went through with their lawn care. They ordered takeout. They hired an HVAC company to install an air purifier in their system. They went to the grocery store to find toilet paper. They ordered new sneakers from their local running store, as they now have time to walk in the morning. They visited the local bike shop to get a tune-up. They hired a maid service to sterilize their house. Life continues on and consumers need to know your business is open and ready to serve them.

What Are the Steps to Take to Sustain Your Small Business?

As millions of Americans work from home and practice social distancing, your business must adjust to the new norm. Businesses that stay aggressive during a time like this can gain market share when competitors take their foot off the gas. Here are some suggestions to market your establishment to an at-home audience.

Communicate with Your Customers

Communication is key. Communicate via social media, email and your website regarding the status of your business, the steps you’re taking to ensure the health and safety of your employees and customers and any changes to your hours, products or services. Pay attention to your tone in these messages as, like you, consumers are struggling to cope with heightened fear and anxiety. What once was clever or humorous may now be inappropriate or offensive. When in doubt, ask a trusted colleague or friend to review your message before you hit send.

Test out or increase your video marketing. You don’t need fancy equipment or editing software to send video updates to your customers. Shoot a video with your phone and post it on your website or social pages. You could even try Facebook Live if you’re feeling brave.

Adapt to the Needs of Your Customers

“The species that survives is the one that is able best to adapt and adjust to the changing environment in which it finds itself.” – Charles Darwin

There’s no manual for responding to coronavirus. With each news conference or regulation, another small business is forced to adapt to survive. Some are required to shut down altogether. If you’re still up and running, there are some marketing strategies that seem to be working:

• Extending promotions and offer expirations
• Changing your offerings for an at-home audience
• Promoting online ordering and pickup
• Increasing your distribution delivery radius
• Explaining your safety precautions (in-home services)
• Advertising that features your product/service menu
• Special discounts and hours for seniors to shop

Industry Specific Ideas for Business Continuity During Coronavirus

Restaurants
Many local and state governments have put restrictions on the food/beverage industry, forcing restaurants to reduce hours and/or eliminate in-house seating. But there are ways you can move past these hurdles, especially while consumers are seeing bare shelves at the grocery stores:

• Emphasize delivery (and do it for free!)
• Promote curbside pick-up
• Extend kids eat free promotions
• Offer a free appetizer or dessert with purchase
• Add family meal deals to your menu

Home Services
Some home service businesses will be relatively untouched by the coronavirus pandemic. Others, however, will feel a crunch as homeowners start to make the tough decisions of what is a necessity and what is a luxury. Here are some ways to push through:

• Promote deep cleaning and disinfecting
• Emphasize free service calls and estimates
• Lift same-day service fees
• Discount annual maintenance packages
• Advertise energy-efficient home products

Beauty / Health / Fitness
Due to an emphasis on social distancing, businesses that rely on close contact with customers need to get creative:

• Provide paid online makeup and hair tutorials
• Accept only one client at your salon or spa at a time
• Offer personal training videos online or via Skype

Entertainment
Like beauty/health companies, entertainment businesses need alternatives to operating under “business as usual”:

• Limit reservations to less than 10 people
• Sell gift certificates without expiration dates
• Waive private instructor fees for current clients

Accounting Services
Many Americans will be counting on tax refunds to pay the bills. Accounting businesses can provide services that help:

• Offer previous/current clients a discount for tax filing
• Delay tax preparation fees until clients receive their refunds
• Provide a free courier service for documents

Retail Businesses
While groups of people are limited, retail businesses can keep their doors open if they make a few adjustments:

• Take appointments
• Provide free shipping/delivery
• Promote online ordering
• Offer curbside pickup

Why Should I Advertise During Coronavirus?

While small business owners everywhere are concerned about their budgets – and rightfully so – advertising is not something to stop doing without serious consideration. During periods of economic downturn, studies have shown that short-term sales growth from direct mail advertising increases. Consumer confidence WILL return, and communicating with customers now will position your business for growth when that occurs.

The American Business Press analyzed 143 companies during a prior U.S. recession and found the companies that advertised during this period had the highest growth in sales and net income for two years after the recession ended.

Why? Several reasons. If you advertise when your competitors don’t, all eyes are on your business. When communities begin to recover financially, you’ll be top of mind. New customers you acquire during a downturn can turn into loyal customers. And loyal customers may become even more devoted because your business provided what they needed when others didn’t.

Review your budget and adjust as needed. Find a balance between spending money and pulling back to keep your business going. Understanding your business’s cycles and numbers will help. Invest in marketing products that enable you to stretch your dollars for extended periods of time, like direct mail.

If your business is struggling with cash flow, visit SBA.gov to find out if you qualify for a financial relief program. The Federal Reserve has slashed interest rates too, currently matching the all time low. Lenders will also be more flexible for small businesses, who make up 99% of businesses in the U.S..

Your Business Health with Direct MailYes. The World Health Organization (WHO) and Centers for Disease Control (CDC) have stated the likelihood of COVID-19 contaminating shipping goods (like paper and cardboard) is low. From the CDC Coronavirus FAQs:
“In general, because of poor survivability of these coronaviruses on surfaces, there is likely very low risk of spread from food products or packaging that are shipped over a period of days or weeks at ambient, refrigerated, or frozen temperatures.”

At Valpak, our printing, packaging and distribution systems are highly automated. So much so, that the first human hands to touch the ads in our Blue Envelope are the household recipients. From restricting access to our manufacturing facility to increased cleaning protocols, we have taken proactive steps to stay ahead of any potential health and safety issues. Our priority remains the well-being of our employees and customers. At this time, we remain fully operational and you should expect to receive your Valpak in the mail as scheduled.

Valpak is here to help you navigate the rapidly changing environment. Direct mail is the measurable media that could help to sustain your business now and maintain your brand awareness for the future. When consumer confidence bounces back, you’ll be ready.

Things seem to be changing so fast lately, and we’re right there with you. At Valpak, we’re doing our best to take care of our families, friends and co-workers and know that you’re doing the same. But if you’re reading this, here’s some good news: We have the power to help each other through this unprecedented time, starting in our own neighborhoods.

From the healthcare industry to grocery stores to delivery drivers and countless others, we’re lucky to have had so many step up in our communities to guide us through an experience that seems unreal. If there was ever a time for superheroes like them, we’re living in it. But did you know that you also have a superpower? Yes, you! It’s helping small businesses in your community.

We’ve all been impacted by the COVID-19 pandemic and social distancing recommendations, and small businesses are no exception. Luckily, there are still things we can do to shape our response and be the superheroes they need, when they need them the most.

As small businesses ourselves, Valpak offices across America understand this and are activating to help others face the challenges they’re up against. We’re here to support them by lending an ear, brainstorming real, out-of-the-box marketing plans and connecting them to the superhero customers they depend on. Small businesses are the lifeblood of our local economies. Let’s suit up and stand up for them!

Ready to go on your superhero’s journey? Ditch the disguise, grab your cape and start with these 10 ideas:

1. Local eats, delivered! Do something delicious to support your local eateries. Food delivery services are still operating, working with businesses in your area to keep them up and running. Download apps like Noco Nosh, Grubhub, Uber Eats and DoorDash for contact-free delivery and pickup options in your neighborhood. Hungry for more? Click here to find coupons for local restaurants and give yourself a break from leftovers.
2. Gift cards, gift cards, gift cards. Invest in your local businesses and show them you know they’ll make it through this, stronger than ever. Purchasing a gift card, certificate or voucher helps free up cash flow for the business and is a great option for any local restaurant or retailer. Let them know: “You’ll be back, and so will I!”
3. Shop local online. You don’t even have to leave your home office (i.e., couch) for this one, superhero! Hit the Web to see if your local favorites are open for business online. Buying goods (or gift cards… hint, hint) online and having them shipped to your door is another way you can support businesses, all without getting out of your pjs. Sheltering at home or don’t feel comfortable in a crowded market? Hit up apps like Instacart or use King Sooper's Clicklist for grocery delivery and get more for your money with grocery savings in your area.
4. Get vocal for your local. Write a glowing review for your neighborhood standby on Facebook, Yelp or Google and let the world know how phenomenal they are. You can also promote businesses on social media, an awesome option if you can’t afford to spend a lot of cash. Word of mouth is free and you can really come to the rescue of a struggling business this way.
5. Prime (home improvement) time. With so many people staying home, now is the perfect time to update your space. From home offices to long-neglected projects around the house, you can help local businesses that are still open by purchasing materials or services that don’t require contact. Think furniture delivery, no-touch automotive services, pet grooming, home and garden services and more. Click here for some super savings on professional services.
6. Get personal. We’ve been checking in with our advertising partners to see how they’re doing and what we can do to help. You can do this too! Drop a personal note or make a call to a local business to find out how they’re holding up. Taking the time to ask about their needs can help give them the strength they need to persevere. What a super way to show you care, neighbor!
7. Rebalance the budget. If you had to cancel a vacation due to COVID-19 travel restrictions, use the money to tackle a big-ticket project. That hair or nail appointment that was already accounted for? Can you pay for it anyway? Saving money on gas by telecommuting? Allocate the funds for an online shopping spree to stimulate the local economy.
8. Keep moving, keep supporting. Local gyms, fitness clubs and yoga studios are adapting, offering streaming classes to the public (often at no cost). Don’t let a home-bound schedule keep you from your fitness goals – check out a class and consider donating to the business, then promoting them to your network. They keep us healthy, so let’s return the favor!
9. The power of communication. Talk to local businesses about options. Many are adjusting on the fly, offering services and products that you may not be aware of yet. Get flexible with reservations and cancelling services, helping them preserve cash flow as much as possible. Valpak is working with small businesses to keep their advertising current and responsive to their needs; you can help on your end by taking them up on new offers.
10. Support local employees. Know your barista by name? Local pizza place got your order memorized? With many establishments struggling or closed for business, their employees may be in trouble. If you’re in a position to help, call around to find out which have set up crowdfunding campaigns for their employees – our neighbors – and donate what you can. Also, some delivery services are hiring shoppers and delivery drivers to keep up with surging demand. Pass the word along to out-of-work employees!

Ok, maybe we can’t leap buildings in a single bound, but we can still be superheroes for small businesses. Valpak stands with our local advertisers and you, our valued customer and neighbor, as we work together to maintain the health of our families and communities. We urge you to join us and continue to “Open the Neighborhood”, doing all that you can to buy local and support economies in your area.
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While you’re out saving the world, we’ll be here keeping you connected to local businesses so you can check in, find deals and show your support. Valpak is the original stimulus package, and with you as our partner, we’re an unstoppable small business booster. Thank you to all the superheroes out there – keep yourselves and your neighborhoods safe and healthy!