By Vanessa Fagard on 3/23/20 11:59 AM
We're facing a Black Swan: an event, in this case, a Pandemic, that impacts mankind and the economy as we've never seen before. The leisure industry is facing one of the biggest challenges of them all.
Venues are closing the doors without knowing when they can reopen. When revenue drops to zero, and you feel like you have to start over: we can help.
In these tough times, our focus is to help you save your season. In desperate times, smart measures.
Recently, we have already given you a couple of pieces with actionable advice on how to react accordingly. Still, the situation is changing continuously at rapid speed, and with every day, there are new learnings and ideas that we can share to empower one another and work through this together.
We have gathered a list of recommendations to help you to save your season:
1. Be crystal clear - communicate transparently
This is nothing new; honest and clear communication should have always been one of the most important factors within your marketing, customer service, or sales strategy.
But times like these, ask for more. They do not leave space for discrepancies, unclarity, or lacking information.
Continuous crystal clarity.
Let this be your mantra, not only towards your customers but also for your employees. Get everyone up to date about measures, decisions, and their reasoning. Tools like Slack and Google Hangouts can help you in this matter, especially if your employees are working remotely.
Best practices for your customer support team during a crisis include:
- Creating saved replies to save you some time
- Categorizing workflows to identify similar inquiries
- Updating email footers
- Creating a resource page with updated information on the situation, but also policy changes
- When you are not able to keep up: create an automated reply with a URL to a FAQ side for now and ensure them you will get back to them personally soon.
Be efficient but also empathetic. It is important to react quickly - but also in a human way!
Stop thinking like a Business-to-consumer (B2C) business, and start thinking like a Human-to-Human one.
Automation is great. Trust us, we know! But as a software provider that always incorporates the human touch as much as it is possible, we see that especially now, this needs to be as real as it is. Customers need to be cared for personally and minimalistically. Be proactive in managing and setting your customers’ expectations.
At Convious we deal with this on two levels.
For our employees, we scheduled a webinar with everyone, every department, and all office locations. Our CEO Camiel informed himself accurately and guided a conversation about the current situation, what to expect, and how we should and shouldn’t handle it. We included everything - facts, numbers, shortcuts, worst-case, and best-case scenarios. With full honesty, we create an environment where everyone feels safe and encouraged to ask questions, raise concerns, and propose possible approaches.
For our partners, we prepared an announcement, sent an exclusive email, and attached informative pieces of content on what they can do and what we do to help. We are also constantly preparing exclusive material focused on how some functionalities of our software can help in these uncertain times.
Further, to meet immediate inquiries during these times, we have also made a free walk-in digital consultation session available to our partners and everyone with questions, continuing all working days of March from 10:00-12:00 o’clock.
2. Go with the cash flow
Without going into the economic specifications, as we will leave that to the experts, we know the current situation and, most likely, the near future is causing losses.
But let’s back up here for a second.
Although we do not know how far-reaching the economic implications will be, we can say with almost certainty that this situation will be temporary, our industry will recover. Some things, however, need to be tackled in the now to ensure a future. At this point, it is essential to enable cash flow and to change your view from making profits to turnover.
- Even if you are momentarily closed, encourage immediate bookings through a variety of incentives and efforts:
A safer bet are undated tickets with validity for at least this and the following season. These tickets provide people with the security to not lose money if things do not change as quickly as expected, and, on the other hand, create hope and the feeling of being able to grasp for better times already. It eases visitors’ minds and reminds them that things will blow over eventually.
Meanwhile, it will provide you with the cash you need to survive through this period.
Along with the undated tickets, you can promote vouchers, coupons, and gift cards with even longer validity. You can also start selling season passes as a complementary option.
Loyalty based approaches will most likely work with your local and repetitive visitors. Be honest with them and communicate the situation you are in to induce them to buy now and visit later. You could have a banner that says something such as: “Help us to reopen our doors for you. Buy now, visit soon, and guarantee continuous support with one little act.”
Additionally, you can also see if you can chip in a little incentive, something extra for your visitor to look forward to. An example might be free parking or a cone of ice cream to enjoy once they come to visit you.
- Negotiate & ask for support
If this is with already existing creditors about extended payment terms, or for new partnerships that you aim for to help you through this - talk to them!
We are all in this together, and many companies realize this by supporting smaller entities to ensure the industry's health is not compromised further than it already is. Thus, give it a chance - talk to them and see if you can meet in the middle.
Who doesn’t try will never win!
If you can not get anywhere with negotiating, make full use of your suppliers' lease or insurance payment terms, but do not pay late.
What we see to be practiced is also sending a letter to the European policymakers requesting industry support, but also requesting this at a local level.
Many governments have already taken actions and adjusted measures regarding taxes and other payment obligations. In the Netherlands, for example, provinces are starting to set up their own crisis funds.
Get in contact with the industry lobbies and associations and inform yourself about possibilities. Have one of your employees focused on this to find the right niches and rules that will apply, and ultimately secure your survival.
We can also recommend joining support groups - such as the IAAPA EMEA Information Exchange Group to, to stay updated and talk to individuals and companies who are facing similar difficulties, and learn from how they are handling them.
- Review your cost structures
Of course, this is the time to reduce unnecessary operations and replace slow-moving and obsolete ones with those who have a faster turnover. But be careful! Don’t cut too aggressively in the spur of a moment without thinking about your next move.
Compare your cost structures with other businesses in your industry or with your past results to identify clear areas for improvement.
3. Clean your house! No broom involved.
Your doors are closed. Some departments, such as administration, operation, and marketing staff, may be able to work remotely, but how about the employees who can’t?
Here is some inspiration on how you can make the best out of the situation:
Use the time to clean up your operations, get up-to-date with things that are usually left behind, those you never had the time for during high-season.
For example, you can create content audits of your documents, go through your documents, and clean up your files, reorder and re-manage your cloud, drives, and folders. You might even find useful input from the past, which you can reuse again with minimum effort involved!
This also works for restaurant inventory or even arcade game inventory. Let your employees working with this inventory go over order plans, actual use, and see if they can identify relevant patterns that allow improvements.
But this is not all. This time also allows conducting some research or educating your team (virtually) about industry or venue specific measures. Maybe there are plans you have meant to implement but never had the time to get your whole team involved in it? Now you can! Give access to a range of online content, and get them to use their time effectively. How about reviewing your Google Analytics logs and learning from patterns you discover? This is a future proof practice because the data you will come across, the data you already gathered will help you in optimizing for a reopening.
Lastly, if you are short on staff or fear to be short soon due to sickness or absence, cross-train your employees so they can support your venue in more than one department if needed. It will give you the security that work will be done, but also your employees’ security that they will have work!
4. Basically, don’t stop! Start to improve your systems and procedures
As mentioned before, this is not a time to come to a full stop or shove your head in the ground. We understand that many of you might have to slow down. Redistribute assets, but do it wisely.
Use your employees and other resources as much as you can by discovering and closing gaps in your current business operations.
An example of this might be your booking system or pricing approach.
Check if your current or past approach really is the best to re-enter once this period is over. Most likely, some of your approaches will be abundant. Be ready by preparing now.
Most likely, things will not go back to ‘as per usual’ as quickly as we hope. Especially your booking system needs to be prepared for new modes of social contact and a continuous period of social distancing.
Are you more focused on rebuilding your pricing strategy in regard to the situation and its recovery? Have a look at the comprehensive checklist we have composed to get you started on finding your optimal price.
Along with that, you can also think about activating or repurposing existing channels.
Act now; sell more direct tomorrow.
One last piece of advice:
We know times are rough, but we seem to have discovered a golden rule: Do what you can, and show that you are willing to go the extra step, that you want to do more than the government is asking you to do. Your customers, or visitors, and employees need to maintain their trust in you; this is how you reassure them.
We do not know when exactly we will have an end to this awful epidemic, but there is a light at the horizon: Theme Parks and Museums in China seem to be reopening already! Obviously, and thankfully, there are restrictions on these reopenings, and customer behavior will most likely change indefinitely. Still, it gives us a first grasp of air that things will eventually brighten up for us as well.
We are here to help!
We understand that these times bring a lot of uncertainty for our industry. Things are changing quickly, and especially now, it is crucial to know that we are supporting one another.
We understand that every venue has its own challenges to overcome, and we know we are not the solution to all these problems.
However, please be aware that we are focused on doing everything that is in our power to ensure minimizing loss and overcoming challenges.
Find out how we can help you mitigate yours!
To meet immediate inquiries during these times, continuing all working days of March from 10:00-12:00 o’clock, our team will be ready for a free digital walk-in consultation to help you with your questions.
Reach out to us to find out how we can help you to get a few steps closer to saving your season.
We are All in this together.