Relocating your business is no easy decision and will undoubtedly be a challenging time. That said, business relocation can provide a fantastic marketing opportunity – with a clear marketing plan and considered execution, you can extend your reach and build your customer base.
In March, we shared a case study relating to the relocation of Roy Chapman Ltd. With our support, this established business successfully retained the majority of its existing customers, whilst also gaining customers in the new location. In this article, we share some pointers to help keep customers and prospects up to date with your organisation’s relocation.
Relocation of UK Businesses
Businesses are on the move, with three critical factors impacting on the suitability of existing office space:
- Brexit – According to Newfinance research, shared by the ICTSD, 440 UK firms have moved, or are in the process of moving from the UK to other EU countries following our exit from the European Union.
- Covid Pandemic – An enforced change to working patterns during lockdown has shown that remote working is viable and, as a result, this has altered office priorities. Whilst some are downsizing, other organisations need more space to cope with increased demand.
- Price Increases – The British Chamber of Commerce have coined the term ‘Cost of doing business crisis’ to question the Chancellor about the rising cost of wages, utilities, materials, shipping and more. For many, London is losing its appeal, as relocating to more affordable cities and towns is the only way to remain competitive.
What is driving your move?
Marketing During Relocation
Moving a business is a major process and it might be tempting to put your marketing on hold whilst you deal with more pressing demands. However, during times of change, it is vital to keep your customers and prospects informed – you don’t want to create any doubt in their minds over your ability to deliver, whether now or in the future.
Retaining Existing Customers
In advance of the move, get your message out using a multi-channel approach. Depending on the nature of your business, the options include informing customers in person, by email, by letter, social posts, notices and telemarketing.
Let customers know when and where you are relocating and, just as importantly, why you are moving. Also, inform them about any closure dates; apologise for any inconvenience and, if relevant, provide an emergency contact. Give them reassurance about your capacity to continue serving them during and after the move.
Accept that you may lose some customers. Make any processes for switching to another supplier, cancelling a contract or removing customers from a mailing list as straightforward as possible. Respect consumer choice, be polite and efficient; this is the best way to leave the door open if their new plans don’t work out.
Updates Once Relocated
Update business contact information on your website, social media platforms, Google My Business and any online Directory listings. Verify the changes and, as not all will update immediately, check back to see that the new address is now displayed.
Get back in contact with your customers to let them know that your move has taken place. Consider offering a loyalty discount or inviting them to an event. These offer a means to involve them in the process and encourage continued business.
Consider your Search Engine Optimisation; do you need to update webpage copy or paid advertising campaigns to reflect your new geographic location?
Attracting New Customers
Relocation is the ideal time to review and research your target audience. Whether B2B or B2C, do customers have different needs or priorities in your new location? Is it time to revise your message on web pages, social profiles and blogs?
Consider the competition; who are you now up against? Check out their offer to identify your niche. Promoting company values, providing different opening times or marketing to a distinct target audience could stand your business apart.
View relocation as an opportunity to seek out, inform and attract new business. For Roy Chapman, a targeted leaflet drop, hosting events and local advertising in print media proved a valuable marketing strategy. You may find it more effective to get involved in business networking groups, sponsor local initiatives or embrace radio advertising.
Professional Marketing Services
If retaining customers, updating information and attracting new business is too much to handle on top of the move, our professional marketing services provide the solution. Alison Page Marketing is an established consultancy offering outsourced marketing strategy and planning services.
We consult with you to understand the nature of your business, priorities, desired outcomes and budget. This informs a tailored marketing plan, which our specialist team are fully equipped to undertake on your behalf. All actions are measurable, enabling us to monitor progress and provide tangible results.
Get in touch to discuss how we can help your business retain and gain customers during relocation; call 07963 002065 or email firstname.lastname@example.org.