Why Your Business Needs a “Rainy Day” PR & Marketing Plan

July 19th, 2023

Recently, I found myself at the hair salon as a summer storm rolled in. My stylist’s comment about the rain slowing down business sparked a thought: Why doesn’t every business have a proactive “rainy day” PR & Marketing plan? A plan not only for weather disruptions but also for economic downturns or any crises.

Such a plan could quickly transform a potential slow day into a hive of activity. Friends getting glam while enjoying discounted hair and makeup services, music, and refreshments. A memorable experience instead of a lost business opportunity.

Whether you run a restaurant facing a slow season or an adventure park grappling with extreme weather, a “rainy day” plan can help you adapt and thrive, turning challenges into unique customer engagement opportunities.

So, what should you include in your “rainy day” PR & Marketing plan? Here’s a starting point:

1.     Identify Triggers: Understand what events, such as weather patterns or seasonal trends, could impact your business.

2.     Determine Your Target Audiences: Understand who you need to reach during these challenging times. Are they your loyal customers, potential clients, or both?

3.     Create a Response Strategy: Define what actions you’ll take in response to each trigger. This could be a special promotion, an event, or a unique customer experience.

4.     Leverage AI for Ideas: Use AI tools like ChatGPT to brainstorm PR and marketing tactics to help trigger ideas. Here’s a prompt I used as an example, “I’m a restaurant owner and my business slows down when it rains. Please help me devise some clever public relations and marketing ideas to attract locals on story days.”

5.     Develop a Communication Plan: Plan how you’ll communicate your response strategy. This could involve email, SMS, social media, and grassroots marketing tactics to reach your audience in a meaningful way.

6.     Engage with the Community: Look for opportunities to involve the wider community, such as partnering with a charity or inviting influencers to cover your event.

7.     Evaluate and Adapt: Regularly review your plan and adjust it based on what’s working and what’s not.

A “rainy day” PR & Marketing plan isn’t just a contingency – it’s a showcase of your adaptability and customer-centric approach. So next time you see storm clouds gathering, see it not as a potential problem, but as a golden opportunity.