Are you looking for a new ways to reach new customers with immediate ROI? Forget the Yellow Pages or the newspaper. Look around your community. Do your services support community groups like families? If so, tie your advertising efforts and personal energies into triple-play revenues by supporting non-profit groups dedicated to supporting at-risk teens, families or education. Don’t think of your efforts in terms of profits, but enjoying the reputation of being socially responsible and contributing to the well-being of your community.
Consider this example. One client is an auto repair business. They’re a family-owned affair with kids in a local school. When their kids’ school seeks contributions for their annual fundraiser, they jump at the opportunity. By offering attractive automotive service bundles (like an annual maintenance package), the school wins with the deal going to the highest bidder; the kids win with funds going to supplies, continuing teacher education and services; and the business wins by turning a fellow parent into a new customer (and getting a tax deduction). But their success doesn’t stop there. Once other parents discovered that this business regularly contributes its services to help their childrens’ education, they, too, become new customers.
Lastly, consider donating your time and expertise to community-dedicated non-profits. While this isn’t a direct line to profits, it is one way to contribute to building a strong community. For example, in Boise, Micron Technology engineers donate their time to helping high school students compete in robotics competitions. I dedicate my community marketing expertise to Life’s Kitchen, helping them get the word out about their efforts to help at-risk teens with life-skills training, in and out of a professional kitchen setting.
In what other ways can businesspeople support their communities while spreading the word about their business?