Industry regulation changes can help create marketing messages with real impact. Although they may often seem to have a significant negative impact, you will also find positives that will benefit your business in the long run.
Turning a negative regulation change into a positive can be a great way to promote your business. This is especially the case with the many opportunities social media offers us to reach thousands of people quickly and easily.
Let’s take a look at the recent reaction to changes in the type of equipment allowed on flights from specified countries. In this case, electrical devices larger than a mobile phone have been banned from many flights destined for the United States.
Take A Strategic Approach
Airlines like Emirates and Royal Jordanian have been putting their best foot forward and taking a light-hearted approach to the ban their passengers will now face. Facing breaking news that may have a negative impact on your business, taking fun and humorous approach can go a long way on social media.
Instead of posts that only inform customers of the ban, ther marketing strategy was to publish humorous posts like:
— Qatar Airways (@qatarairways) March 22, 2017
Earn a lot of likes and re-tweets on Twitter.
Your Marketing Actions
A new law or regulation, fair or unfair, productive or potentially damaging to your business can provide a great opportunity to get your message across. Use both positive and negative aspects of the law or regulation to inform your target audience. Then you have a great chance to entertain them with the way you deliver that message.
We remember the (formerly) new F-Gas regulation 517/2014 that came into effect on April 16th 2014. Those regulations represented a huge change for the HVAC industry. The regulations were necessarily tough in order to protect the environment and came with an equally tough deadline to match.
Compliance had its challenges, but for service companies specialising in air conditioning, the new regulation was also an opportunity to provide their prospects with vital information to ease their concerns over F-Gas 517/2014.
Customers needed to get their appliances checked. Service providers needed to make sure they understood F-Gas and how to treat waste gasses. It was a great opportunity to create educational content about the regulations for everyone. The number of customers that could gained by positioning HVAC companies as responsible and environmentally friendly should not be underestimated.
Not everyone is comfortable reading through pages and pages of regulations. There are different ways to get your message across.
Once you know the message you’d like to put across, you’re ready to pick a format.
Change For The Better
- Change means valuable new opportunities
- Share your knowledge to grow your reputation
- Offer your services to help your prospects stay on top
The key is to welcome change and use both positive and negative changes to drive your business forward.