Author: Aftab Ali—Bouncy Castle Network
Social media posts in groups of operators are starting to indicate a real impact on businesses of rising costs, spiking fuel prices, and increased competitive pricing. So, let’s remind ourselves that we are a resilient industry when there is disruption on the horizon!
Right now, fuel prices are rocketing. Everybody feels it, businesses feel it, and customers feel it. So rather than ignoring this growing issue, let’s use our collective experience to redirect the narrative.
Good marketing always lands best when it meets people where they are, and gives them a reason to choose you that feels relevant to the moment. Marketing is about presentation on avoiding a negative outcome for you and a positive outcome for the customer:
Negative = We’ll deliver for free
Positive = Fuel prices are rocketing. Save your fuel, we’ll come to you.
Negative = 70% discount if you book with us
Positive = Don’t let fuel prices get you down. We’ll bring a smile to your doorstep.
Negative = We don’t charge for delivery
Positive = Cut the fuel costs, not the fun.
A lot of you will already understand this because you lived it through COVID. We had to adapt to the situation at the time.
We did it with BCN ‘Stay at Home Parties’ graphics (remember those), and those graphics are still in many of the groups now. They helped users pivot their marketing in response to the situation rather than waiting for things to change. And now you have Ai to help with cool graphics – which saves me a task.
When times get tighter, people notice convenience more; they notice effort more. They notice the businesses that understand what is going on around them, so it’s time to put that experience to use once again.
If you cover local areas, think differently about the value you offer on your daily run. If you are already passing the local shop, could you pick up groceries for a customer while you are out? Bring fuel to someone’s house. Move things around for people. It is only a small gesture, but it says something much bigger about your business– It says you care. It says you are local. It says you are thinking beyond the transaction.
These small, but meaningful gestures, can help maximize the use of your fuel, your time, your team and your vehicle capacity, but more than that, they support your local community and win you loyal customers.
People remember businesses that make life easier, especially when times are tight. What can your business do on that daily journey within your community to help and promote you and your business, saving customers miles and turning it into lifelong smiles?