How do you plan for your business to re-open, let alone recover after a pandemic situation?

That’s one of the questions facing many local businesses now that the marketplace is slowly beginning to resume in stages. 

On Thursday, May 28, Golden West will be offering the third session of its FREE webinar series that will help businesses get back in the game.

Gordon Borrell, CEO, Borrell Associates, and Jim Brown, President of Borrell Associates will be sharing their collective knowledge on how to reconnect with the marketplace.

Gordon Borrell is the local media industry’s leading analyst. Prior to starting Borrell Associates, he was the Vice President for New Media for Landmark Communications, where he worked for 22 years.

Jim Brown, President of Borrell Associates will also present during the webinar, bringing suggestions and perspectives from his more than 25 years of results-driven leadership in sales and marketing.

Borrell says how you plan to reopen will be just as important as the plan itself.

“So you have people who have never planned in the past, and really need to plan, and then you have people who planned in the past, and over-planned, and that can be just as bad,” explains Borrell. “We’ve seen this before at companies, ‘Okay, we’re going to have a committee meeting, we’re going to get together, and we’re going to make sure the marketing is right, and then we’ll have a decision next Tuesday.’ Meanwhile, the market is passing them by. There’s a bit of over planning you have to be careful about, and you have to pivot very quickly. And then not planning at all just ensures you’re going to be in a lot of trouble.”

Borrell says it’s crucial for small business owners to connect with customers through the right messaging for right now.

“If you put two businesses side by side, they could be the exact same type of businesses, the exact same type of product, great service, one will fail, one will succeed during this particular crisis,” notes Borrell. “The difference is exclusively the marketing. You can see it, where businesses have really thrived during this time, and it’s because they did something specific with their marketing, while the others went silent, and half of all businesses have gone silent with their marketing.”

The webinar will take place Thursday, May 28, at 9 a.m. You can register now by clicking here.