Marketing Your Way Through Coronavirus

Many retailers have temporarily closed stores, driving millions to shop online. Predictions are 20-25% of workers will never again operate from an office.

If true, shopping patterns for virtually everything, from eateries to shoes, will permanently change.

What happens to local family-owned businesses in this environment? My conversation with Fred Nasseri, owner of RB’s Unicorn Jewelry, provided perspective on protecting small niche retailers against coronavirus.

“$2 trillion from the government needs time to filter into the system, and that money MUST be spent domestically. Things should settle down by mid-summer, and the economy should roar back,” he predicts.

Fred contacts his staff every morning, providing emotional support. They remain on payroll, as he invests in people who know his customers and the Unicorn way of doing business.

“The last thing I need is to be short-staffed when business returns,” he observes.

“People are nervous. I’m reinforcing that Unicorn’s not disappearing,” says Fred. He’s also actively reminding customers and vendors of Unicorn’s presence by:

1)      Maintaining his website. Sales promotions have stopped, but his online store remains open and customer service efficient.

2)      Communicating directly. These people are like family, so he regularly calls seeking ways he can help.

3)      Emailing EVERYONE. Fred’s message is simple; “We’re here. See you soon.”

4)      Being sensitive. An unemployed couple marrying in May needed help affording their wedding bands, and Fred solved their problem.

5)      Providing free services. Unicorn offers free appraisals and special financing, delivering personalized services national chains can’t.  

6)      Remembering special things about your family, without ever checking a database.

7)      Planning a HUGE sale when the store re-opens.

That human touch makes competing possible in this environment. Unicorn’s doors are closed, but digitally they’re a force. Join them on Instagram, Facebook, Pinterest and YouTube. Listen for their radio ads.

“The big stores aren’t your neighbors,” he reminds us “but everyone at Unicorn is. We give back to our community.”

Fred personally supports enough organizations to fill this column. He underwrites silent auctions, board memberships, and never balks at any worthwhile cause. Unicorn’s exactly the type of neighbor we want in our corner of the world.

Fred’s counsel: “Don’t panic. If you plan to be in business in 2021, market a lot NOW. You won’t get immediate sales, but people will remember you when the dust settles.”

With that said, I wish you a week of profitable marketing.

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