companies in the cleaning industry. Their communication challenges extend from reopening − where it’s critical to reassure their staff and customers of enhanced safety standards − to re-presenting their brand to customers in this radically different context.

A discernible shift in messaging

While some identify this as a clean break moment, others point to a process of evolution – albeit forced. There is acceptance though from those in each camp that cleaning is experiencing a tangible shift in messaging.

and surcharges. As the industry moves forward, it will be important for manufacturers and distributors to communicate how they have overcome supply chain challenges and how they intend to make sure essential solutions are available during times of need.

2. Promoting products that work

BSCs and facilities managers will also want to know that products perform as expected, especially when they’re faced with product shortages and may have to resort to using an unfamiliar solution. Consequently, manufacturers and distributors will need to clearly communicate a product’s efficacy, key features and benefits


“Across all areas of society there is a commitment that reflects a developing and deeper understanding of why enhanced hygiene is

fundamental in protecting everyone.”

Cleaning is much more than just the visible. It’s what we don’t see that can be the most harmful. Customers now want assurance that facilities are following cleaning best practices to keep visitors safe. This is ushering in a shift from cleaning for appearance to cleaning for health, which is producing a greater focus on infection prevention.

In addition, decisions relative to commercial cleaning that were previously made by facility managers, in-house cleaning departments and procurement professionals, may now be scrutinised more closely – specifically at the C-Suite level. This shift in ownership of responsibility comes from an acute awareness that lapses in cleanliness can have a detrimental impact on employee and customer safety, brand reputation and a company’s bottom line.

Leaders will necessarily want greater insight into cleaning processes and procedures so they can guide the business away from potential risks; and better prepare for tough questions from shareholders, customers, partners and employees.

As a product manufacturer or distributor, there are three things to bear in mind if you are to get your messaging right:

1. Transparency on supply chain stability

When an outbreak or pandemic occurs, facilities need a larger volume of supplies to meet the demand for increased cleaning. This pandemic revealed supply chain shortcomings, as many manufacturers struggled to get products and equipment to customers In some cases, shortages were further exacerbated by delays Be careful with words

However, at this time it’s even more important to be cautious about the language you use in marketing materials. Using terms like ‘safer,’ ‘non-toxic’ or even ‘fragrance-free’ could mean you come to the attention of regulating bodies like the ECHA and the EMA. It’s essential that you understand the approved language and ensure it’s a consistent thread in all of your marketing communications.

For BSCs there is a different emphasis, with their communications requiring awareness of the following key points:

• Pushing your credentials

With the greater demand for cleaning competency post-pandemic, BSCs will face added pressure to undergo training through accredited organisations. Whatever certification route you take, it’s advantageous to communicate to customers and prospects your organisation’s knowledge and dedication to continuous improvement.

• Implementing fundamental safety precautions

Facilities managers rely on BSCs to take the proper precautions to uphold safety in their buildings.

Following the pandemic, BSCs must also be explicit about their dedication to employee wellbeing by clearly outlining their plans and protocols for temporarily removing those who are sick from the workforce.

• Highlighting cleaning frequency

Organisations have now dedicated more time to cleaning. As a result, it’s expected that routine cleaning services will double to ensure all surfaces are cleaned and disinfected. BSCs should reassure customers that they can be onsite more regularly and can train employees on how to clean in between their visits.

Along with cleaning frequency, BSCs will need to emphasise the thoroughness of their services, including how they clean and which products and tools they use.

Marketing that make a difference

More than ever, teams are relying on help to understand what products and equipment they should use and how to implement the right processes.



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