We recently completed a very fun week of training at breadquarters. New owners were provided with guidance on everything from reconciling bank statements to kneading dough. We had awesome trainees in town from Kentucky, Hawaii, Maryland, Oregon and Washington state.
In my marketing session, we talked about the importance of community involvement. It’s never a hard sell because Great Harvest franchises tend to be purchased by community-minded local business owners.
Community involvement feeds the soul, and means a lot to customers. In fact, if a customer has the choice of spending money at two similar businesses, the one that’s connected to the community is destined to receive more patronage and referrals. Makes sense.
Back in Seattle, Washington, I was a lead fundraiser for a major playground renovation project at North Beach elementary. Part of my responsibility was snagging corporate grants, and we got a bunch.
As a result of that experience, my shopping behavior changed. In particular, I would drive a mile beyond my usual coffee shop to another (a daily ritual). The other coffee shop not only gave us a grant…they provided volunteers to help with fundraising efforts and to pull weeds on “clean up” days. They also provided product – coffee, hot chocolate and sweets at several community events.
Beyond being such a cool thing to do, community involvement makes business sense. The participating coffee shop “won the hearts” of parents and the community at large. The shop was included in media coverage, newsletters, posters and the staff created lasting friendships with many parents involved in the project.
Great marketing at its heart touches the heart. Advertising helps drive curious and current customers to your retail establishment. Great relationships, based on shared values, bring customers back.
Do you select certain retailers due to shared values? Tell us about a brand that has won your loyalty due to altruistic actions you admire. Thanks!
