Image courtesy of: ifeelgoods.com.
Huh, generosity and marketing? They just don’t seem to fit together. In the “all about me” world we live in, aren’t companies supposed to focus on themselves? Just about every ad we see, we are being sold on why we should buy this brand instead of that, why we need the latest and greatest everything. If we saw an ad where a company was giving something away for FREE, we’d be suspicious. We’d think there’s a catch. That’s because those who like to give clearly stand out from the rest.
I read a sign the other day that said “Support small businesses before there are none left.” It kind of caught me off guard, but as I reflected for a moment, I realized it’s the truth. But, before a person decides to support a business (meaning buy their products or services), the company has to give them a compelling reason why they should. So, where are the small businesses missing out?
Capitalism at its finest. In the capitalistic society we live in, there’s so much competition. How many hair and nail salons or restaurants do you see on the same street? And the smaller businesses are competing with the larger ones, who often provide the same products and services. So, the smaller businesses have to find a way to differentiate themselves upfront and give people a reason to try their product or service. Many have done this successfully, but many business owners are stuck solely relying on word-of-mouth advertising. And claiming that you are the “best” simply doesn’t work anymore.
When I say be generous, I mean just that. Edelman’s Consumer Marketing survey, published in October 2013, revealed that consumers place high importance on brands giving back to the community, with 90 percent saying they want brands to share and only 10 percent believing brands do it well. I’m talking about being genuinely giving here. Some obvious ways you can do this are: give free samples, host free events, run promotions, run contests for free give-a-ways, donate to local sports teams or socially responsible causes. One such company that did this well was TOMS. As cited in “Marketing with Generosity: The Golden Rule Still Applies” by Jamie Dunham, they just gave away their ten millionth pair of shoes. The company has succeeded without outside investors and has never had to purchase an ad.
And some not-so-obvious ways are: give referrals to other business owners (they may be willing to reciprocate), volunteering or letting your employees volunteer for noteworthy causes, like Trip Advisor. Their employees all participate in community service, such as painting local schools. Even recommending a potential customer try another product or service (dare, I say, a competitor). As a basic example, you have a printing and copying business and the potential customer needs design services, but that’s not really your expertise. Maybe the other business that does all three services can better accommodate what the person is looking for. Instead of risking the chance of not meeting their expectations and losing a potential customer anyway, you can help ensure their needs will be fully met. By doing some of these things, you will show that you care about more than just a sale and that will give people a compelling reason to try your product or service versus the competition. Because people love people who are generous.
What about current customers? Small business owners – are you making it a point to reach out directly to your loyal customers who have been with you for years and those who have made repeat purchases with you? They want to see your generosity too. Loyalty programs may work well for those who frequently shop with you. How about giving them something in return for their feedback? Would you be willing to actually use their suggestions? Is it possible to offer them a quick tour, showing them how things are made and packaged? If you are a family owned business or have been around for several decades, no doubt you have a rich history to share with your customers. Could you offer them any classes? For example, if you own a hair salon, could you offer your customers any training on hair care? Or if you have a restaurant, could you offer your customers any tips on cooking quicker meals? This will encourage your customers to continue coming to you because you have not only established yourself as an expert, but a generous person who wants to share valuable information with their customers. That kind of reputation is immeasurable.
These are just some ideas, use them and tailor to your business. Being generous is something all businesses can do to either make a great first impression or a lasting one, so be creative!
Monique Dean is the COO for PalmPons, LLC and responsible for sales, business development and operations. PalmPons was created with the idea of bringing samples into a digital form. We are on a journey to become the Internet’s D.I.Y online marketplace to help our small business partners showcase their products or services.