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FEATURE


Communication that knows the market However, for companies to reach their goals in this new era of cleanliness requires a conversation based on mutual expertise. This doesn’t just refer to the cleaning expertise of the companies themselves, but also reflects their need for a partner that can deliver the same level of expertise in communications, based on appropriate broad sector experience and the deep understanding that this brings.


It’s why we are busy creating multiple campaigns for 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.


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.


www.tomorrowsfm.com


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:


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 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.


TOMORROW’S FM | 61


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