The COVID-19 virus which hit Singapore and the rest of the world have affected businesses globally, especially those in the travel and events industry. Since then, Singapore has mandate that “events larger than 250 must be cancelled.”
Having been through SARS in 2003 and H1N1 in 2009, we are experienced and strong enough to get over this COVID19. In fact, with our swift strategic change, I believe our company, Mr Bottle’s Kids Party, will emerge stronger.
1. Going Digital
Some say, there is always opportunity in calamity.
China is a country which is close to my heart having performed magic there since 2005. I also witnessed the transformation from a relatively backward country (in selected city) to one which is at the forefront of digital and online presence.
If you remember SARS, it could have the start of a few e-commerce powerhouse in China. Many remembered how the severe outbreak forced the Chinese to be stuck indoors, threatening the future of Jingdong, a shop which sells electronics in Beijing. JD.com has since become one of China’s largest e-commerce platform. Also recognising this was Alibaba, which was then like a wholesale platform for overseas companies to source for China goods. It added Taobao as part of it arsenal and has not looked back since then.
For Mr Bottle’s Kids Party, we made use of our strength in designing and economical off-site production (in Taiwan and China) as well as connectivity to the rest of the world (in Singapore) to create our own woocommerce store to sell our DIY Customised Party Decor Packs to the whole world!
2. Move Fast
We had plans to transform from just selling services to selling products, our DIY Decor Packages since 3 years ago.
Because our teams are rather lean and events was our core business, doing this was never our priority.
This pandemic accelerated this plan. Our theme for the company this quarter became “online”. Luckily being small means that decision can be made fast. We quickly tested our pricing, adjusted to meet the global price, reacted to market demands.
So in the matter of 1-2 weeks, the following were up and running:
- woocommerce store and successfully sold something
- etsy store and successfully sold something
- Carousell store
- Facebook Marketplace
Currently, we are in the midst of doing up our Lazada store and Shopee.
3. Online Value Content Creation
We have always been doing this all these while. Just that with less events, we double our output.
Almost everyone from designers to event staff chipped in to create content online. You can create any platform from TikTok to youtube and from blogs to Linkedin. Anything to make us more visible and inline with our core values. We collaborated with others to create new videos.
Most people don’t like to be sold. Even more so now! We have data to show that more than 50% of the parents are less likely to organise parties, 45% will have smaller parties (or just a cake) and less 5% will still go ahead with their plans.
Now is the time to maintain brand credibility. Giving value to customers should be prioritised over any sales and product-driven communications. Angle videos or any content to give value. For instance, you should give out ideas for a unicorn themed party, instead of just having case study of a unicorn themed party.
@mrbottleTo all the girls and woman: Happy international woman’s day! You are wonderful! ##womenappreciation ##internationalwomensday ##38妇女节 ♬ One Call Away – Charlie Puth
@mrbottle ##sgunited we can get over this together! ##covid19 ##covidー19 ##covid19virus ##ilovesingapore ##ilovesg ##toiletpaper
♬ original sound – Mr Bottle magician
4. Be Helpful
Brands can use their market position to be helpful during the coronavirus outbreak to leave an impression. One example is to give out specific services offered, free of charge. For instance, amazon is offering audio books free for children now. We offered a FREE download for our Magic Workshop in which parents can do with their kid at home.
Of course, as a SME (small medium enterprise or even a freelancer), you have to thread this very carefully so as not to devalue your core company’s product offering. In the age of social media, people will share and eyeballs increases. Your brand is likely to be view more favourably in the long-run.
In summary, it is about giving value to your customers. You should be already doing this with virus or without virus. The channel to reach your customers changes so you have to adapt quickly for them.
Is there anything else we could have done? What would you like to see from us in the future? Let us know in the comments or whatsapp us.
