How do I handle changing the company name without confusing or losing subscribers?
I'm the staff editor for a local electronic newsletter that goes out in my town. We are in the process of redesigning the site for an easier and more friendly user experience. In our redesign process, we also came up with a new name. How should I handle changing the company name without confusing or losing subscribers? Thanks in advance for the feedback, I really appreciate it!
for this you have to start working at least 6 month ago teach every customer about that your changing the name of your company plus contact your old customer and inform them ,use Social media,newspaper to inform people put max effort that people get know you are changing the name of your company
The Chicago Cubs A- and AA-minor league franchises just changed their logos and uniforms. The A team even changed the franchise name.
To make the announcement they started by sending an email and posting tweets and Facebook updates with a ghost of an image with very little shown asking the fans to guess what will be revealed. Days later they revealed the new logos for the franchises through a series of tweets and updates along with emails and postings to their website with executives and players in the new uniforms.
Cubs fans were abuzz about all the changes. The changes were all over the Internet.
This is just one example of how announcing a change in branding could happen.
I have worked for a lot of brands changes especially PAL (the French brand name) becoming PEDIGREE as Mars petfood wanted to align the brand name worldwide. You have many ways to do so and what my colleagues are proposing is great. The only advice I would give you is : leave you a certain period of time where your two brands are together. You can have the old brand in major and the new one in minor, then change. As already proposed, a "In two weeks, XXX will become YYYY" message is a good way to handle the change.
And once you have completely change the name, do not forget to do a small survey to get feedback from your readers.
Changing a brand name is one of he most important marketing action.
You are editing newsletter, then your new name should be news Nr 1! Make a story out of it;-) And good luck!
Also important to loyal customers is reassurance. Let them know that although the name or branding is changing your customers can expect the same value from your product or service to remain and even become better. Emphasize the improvements, but make sure that you reiterate the continuity of quality and and expected returns.
Keep the old name a live along with the new one...As you introduce the new name run an editorial explaining your reasons, the research you've done that justifies in your opinion a name change...And then keep the old name and name together for a few issues and closely monitor your feedback...It is important that your mission and vision statement that translates into benefits obtained by reading is a most important fundamental
First contact a professional printer, have them make up Business Information cards with all the new particulars, on rolodex style cards as well as a greeting card to you new business Info. Direct mail them either yourself or by your email list by the printer.
2nd News Update to your local newspapers. lastly change your telephone messages, caller gets the info first hand, use both names.
" Hello, welcome to old name first, we are changing or name to,new address what ever, How may I direct your call."
3rd transfer links, Keep your old website active for a period of time, add an autoresponder transfer link.
All really good stuff here. Exactly what I would say. Have fun and maybe you find a fun way to engage readers, like choosing a logo or a contest in celebration. Keep us posted!
I would send out a special notice where you tell subscribers about the name change and why you've come up with it. tell them the story behind the change. you might even create a contest as a way to keep them engaged.
As much as I agree with the other comments in general, I would also want you to communicate the reason for the change. How's it going to change/enhance your audience's life? What improvements are you going to be making. From a brand perspective, a name change without a reason is nothing more than a smoke screen. Make sure that you are clear in the strategy behind the change as well as its impact. Then you can follow up with all the tactics mentioned before
I agree with the others, make a big splash, make it fun but also make certain that you are very clear about this was our name and this is now our name. Be very deliberate in linking the two names.
Well, first thing is you should have a portal that will redirect to new web page.
Second thing is make new website more use friendly and keep it simple to the point tabs such as FAQ, subscribers issues, clear representation of your newsletter and purpose of making new web portal.
Once it is designed to look different than the old one and more user friendly, your subscribers will like it.
What can I say, you've got great suggestions in here! All the best!
Well, you can first do a introduction of the new name...let it ping on all social media outlets. Then do a focus group and rebrand your name.
In addition to making it fun and exciting as appropriately suggested, repetition is of key importance before and after the change.
Refer to the upcoming change frequently and prominently in all publications and correspondence leading up to the change. After the change, refer to the old brand several times and keep a small tagline on the new page for several months saying "Formerly Blank Co." This way you will save more straggler's that may have missed the big splash. :)
Bernadette is correct, make it a big splash! Roll it out with exciting things for the customer. Get the local electronics store to donate a prize for a raffle. Have a renaming party in which you unveil the new name and design.
This is a great opportunity for some free press too. Let them know what yo are doing and invite them along to an event. Talk about the benefits of your new brand.
I like bernadettes idea for a campaign presenting the new name. I'd also suggest that after you have done the campaign and changed the name, make a logo to go with the name. Then you can add under the logo, previously called blah blah blah. That's how the History channel changed from History International to H2. They did do a campaign introducing the new channel name then under the new logo added previously History International. They did that for a few months and then dropped it after people got the idea they were the same thing. Just with a new name. Hope this helps!
Make it a fun and exciting announcement versus just an Update Your Records type of thing...give your readers the backstory on the name change, make them feel a part of it...even say it is because you are wanting it to connect what your customers want from you...You can then add a note for them to update their records if needed.
If you are still sending newsletters out with the old name until everything is in place...begin to do sneak previews...Exciting News is coming...stay tuned!!!
Get creative with it...and fun with it. Your customers and subscribers should support it.