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