Planning and executing a name change or relocation for your business is certainly no small undertaking. Since such changes will need to extend across all aspects of your organization, the sheer scope can seem overwhelming. Although applying these changes to certain channels – such as your website, physical signage, and advertising materials – will no doubt be at the top of your to-do list, incorporating the changes into other channels might not be as easy to remember. But in order to avoid customer confusion and maximize customer retention, you’ll want to be completely consistent in administering these important changes across the entire breadth of your organization.
Announcing your new company name/address in your audio marketing channels, such as your Message-On-Hold and IVR (Interactive Voice Response), might not be at the forefront of your mind when you ultimately decide to rename or relocate. However, doing so is crucial to ensure your customers are aware of these major developments and can continue to identify and connect with your brand.
Here are 10 Best Practices to follow when announcing a business name change or relocation in your audio marketing messages:
- Consistency: To ensure uniformity across the board, first take stock of all the audio marketing channels that will need to be updated with your new name/location, including Message-On-Hold, IVR, voicemail greetings, website audio, and any other recorded messages. Once you’ve identified all necessary channels, contact your audio marketing provider to establish a game plan for recording and incorporating the changes throughout all relevant audio materials. Remember, consistency is key. It will inevitably confuse customers if only some of the audio channels are updated to reflect your new name/location, while others still refer to the previous. Your audio marketing provider can assist you in determining all areas where your company name/address will need to be updated.
- Staff Awareness: Depending on your organization, there may be restrictions on when you can announce your name/location changes to the public, so it’s critical your entire staff is educated on when and how these announcements will be rolled out. Before modifications take effect in your audio marketing channels, make sure your customer support representatives especially are aware of the rename/relocation and how it should be handled in their interactions with customers during the transition period.
- Clarity, Transparency, Positivity: When drafting content about your rename/relocation, make sure your messages are clear and transparent. While you may want to include some imperative details about these significant company changes, avoid jargon or ambiguous language that might overcomplicate the announcement. It’s also important your messages assure customers that these changes are nothing but positive and in the best interest of all stakeholders. Utilize your audio marketing provider’s script writers for assistance in crafting effective, engaging messages.
- Brevity: Keep your rename/relocation announcements concise and to the point. Avoid lengthy explanations and focus solely on essential information. While it certainly doesn’t hurt to reinforce to your customers these changes are being made to help better serve them, they don’t need to hear every step your organization took in deciding to rename or relocate the business.
- Timing: The timing of announcing your rename/relocation to your customers is essential. Ideally, you should start communicating such changes in your audio marketing messages a few weeks, if not months, prior to the cutover date. Depending on the unique circumstances of your organization, you may need to begin announcing the upcoming changes even earlier. This allows customers to get accustomed to the new name/address and reduces the chances of confusion when the modifications are ultimately implemented.
- Pre- and Post-Change Messages: As soon as your organization decides on an official cutover date, have your audio marketing provider produce PRE- and POST- messages, so you’re fully prepared for a seamless transition. PRE- messages will effectively notify your callers of the upcoming changes before they take effect, while POST- messages will continue to remind your customers of the modifications once your transition is complete.
“On August 1, 2023, ABC Tech Services will be changing our company name to BAC Tech Services. And, to better serve you, we will be moving from our Oakwood location to a brand-new, state-of-the-art facility in Springfield. Rest assured, we’ve taken all measures to ensure a seamless transition for you, our loyal customers. Your patronage is of the utmost importance to us, and we look forward to serving you under our new name with the same outstanding service you’ve come to expect from our dedicated team.”
“ABC Tech Services is now BAC Tech Services. New name – same world-class service. Your patronage is of the utmost importance to us, as we look forward to serving you under our new name from our brand-new, state-of-the-art facility in Springfield. In the coming months, BAC Tech Services will be announcing several exciting updates to our product and service lines, as we continue to grow in order to meet the needs of our customers.”
Ideally, you should continue mentioning the transition in your POST- announcements for at least a few weeks after the cutover date.
- Professional Recording: Have a professional voice talent record your rename/relocation announcements. Don’t simply rely on an internal staff member to record such significant changes for your company’s phone greetings. A clear, pleasant, and professional voice will enhance the credibility of your brand, while informing customers of your organization’s evolution. These announcements should be communicated in an enthusiastic manner to instill trust and excitement in your customers.
- Repeated Announcements: If your hold time is typically lengthy, consider repeating the name/location change within your Message-On-Hold at least a few times. This reinforcement will help ensure customers receive the message loud and clear – and quickly become familiar with your new name/address.
- Multi-Channel Approach: In addition to your Message-On-Hold, IVR, and voicemail greetings, remember to prioritize announcing the name/location change through other essential channels, such as your website, social media, email newsletters, and online/broadcast advertisements. Look to your audio marketing provider to record content for your website, social media posts, and radio spots, where you can promote your new company name/location. A multi-channel approach ensures broader reach and reinforces your message to repeat and future customers. (See detailed list below.)
- Follow-up Communications: After your rename/relocation has officially taken effect, consider sending out follow-up communications to your customers, thanking them for their understanding during the transition and reaffirming your commitment to providing excellent service under your new name/location. Look to your audio marketing provider to record short, informative video narrations about your exciting company changes, which you can email-blast to your customer base.
A company name change/relocation is a significant event in your organization’s evolution. If not handled correctly, it could cause unexpected problems – even a loss in business. Therefore, it’s essential to facilitate your rename/relocation with care and consideration in all of your audio marketing channels and beyond. By following our Best Practices for implementing the changes in your audio marketing messages, you can ensure a smooth transition and maintain long-term relationships with your customers during the process.
BONUS: Maximizing Impact
10 Effective Techniques for Announcing Your Business’s Name Change or Relocation
- Social Media: Utilize your company’s social media platforms to make official announcements about the name change or relocation. Create engaging posts, share updates, and interact with customers who have questions or concerns.
- Email Newsletters: Send out email newsletters to your subscriber list, explaining the reasons behind the change and how it will benefit your customers. Include links to your updated website and social media profiles.
- Website Updates: Ensure your website reflects the new name or location prominently. Update the homepage, About Us page, and contact information. Consider creating a dedicated landing page explaining the transition in detail.
- Online Advertising: Launch online ad campaigns to promote your business’s name change or relocation. Use platforms like Google Ads and social media ads to target both current and potential customers.
- Physical Signage: Replace or update physical signage on your storefront or office building to reflect the new name or address. This ensures that passersby and local customers are aware of the change.
- Press Releases: Draft and distribute press releases to local and industry-specific media outlets. This can help generate media coverage and increase awareness of the change within your community and industry.
- Customer Letters: Send personalized letters or emails to your existing customers, thanking them for their loyalty and informing them of the name or location change. Include any necessary details and contact information.
- Employee Training: Train your employees to handle customer inquiries regarding the change. Ensure they can explain the reasons behind it and are aware of any new procedures or policies.
- Collateral Materials: Update all printed marketing materials, such as brochures, business cards, and flyers, to feature the new name and location. Ensure consistency in branding across all materials.
- Community Involvement: Actively participate in local events, sponsorships, or community activities to reinforce your presence and engagement in your new location. This can help build a positive reputation and attract local customers.
Remember that consistency is key across all these communication channels. Ensure that the messaging is clear, transparent, and aligns with the values and objectives of your business. By adopting a comprehensive approach to communicating your business’s name change or relocation, you can effectively manage the transition and maintain strong relationships with your customers and stakeholders.
FAQ: Key Takeaways for Effective Management of a Business Name Change or Relocation
Q1: Why is it important to announce a business name change or relocation?
A1: Announcing these changes is crucial to maintain brand consistency, avoid customer confusion, and ensure that your customers are aware of major developments.
Q2: When should I start announcing a name change or relocation?
A2: It’s best to start communicating these changes a few weeks or even months before the cutover date to allow customers to get accustomed to the new details.
Q3: What are PRE- and POST-change messages, and why are they important?
A3: PRE- messages notify callers of upcoming changes, while POST- messages remind customers of the modifications after implementation, ensuring a seamless transition and reinforcing the new name or address.
Q4: Besides audio marketing messages, what other communication channels should I use during a name change or relocation?
A4: In addition to audio marketing messages, you should also use social media, email newsletters, website updates, online advertising, physical signage, press releases, customer letters, employee training, collateral materials, and community involvement.
Q5: How can I effectively use social media for these announcements?
A5: Make official announcements on your social media platforms, engage with your audience, and respond to questions or concerns promptly. Use visually appealing content to grab attention.
Q6: Is employee training necessary for this transition?
A6: Yes, it’s important to train employees to handle customer inquiries about the change, ensuring they are knowledgeable about the reasons behind it and any new procedures or policies.
Q7: What are some tips for community involvement during a relocation?
A7: Actively participate in local events, sponsorships, or community activities to reinforce your presence and engagement in your new location. This can help build a positive reputation and attract local customers.
Q8: How can I update collateral materials effectively?
A8: To update printed marketing materials like brochures and business cards, ensure that they feature the new name and location, maintaining consistency in branding across all materials.