Every business, no matter how big or small, should have a
marketing plan. And if you don’t have one, or are not even sure how to start
one, contact an expert in the field.
It’s a competitive world out there, especially for small businesses and generating
local revenue can be exceptionally important. Word-of-mouth can be an important
source of business referrals, but sometimes your business marketing plan needs
to go the extra mile.
That’s where community involvement comes into play. But, don’t just say you’re going to get
involved. TRULY get involved. People will notice when you make a promise
and don’t follow through.
Becoming involved in your local community, or in causes that
impact your potential customer base can be a good way to generate “impressions”
on members of your community. For years, small businesses have partnered with
other organizations to both meet a need and promote their business. When you are truly engaged in the community
organization you support, prospective customers will remember you and your
business as the caring one that supported XYZ.
For example, sponsoring a local youth sports team or a local
animal shelter are time-honored ways for small business professionals to make a
name in their communities. Similarly, sponsoring local events and making
charitable donations are also good opportunities to put your business name out there
and help you gain advantage over your competitors.
In any given year, you’ll have plenty of opportunities to
support local charities and events, but how can you be sure that you’re getting
the most bang for your philanthropic buck? The secret to successful business
marketing through community involvement is choosing your involvement carefully.
The most natural community involvement choices are those
that reflect your target market. An orthodontist sponsoring a youth soccer team
or the local recreation department is one example of a “natural fit.” The youth
participants in the activity are part of the practitioner’s target market, and
when they need orthodontic work, they might have to look no farther than the
patch on their favorite soccer jersey to find someone they can trust.
Another natural fit may be sponsorship of a charitable event
hosted by a major client. In this case, your business may be donating products
or services that fill a need of the event, but you can gain valuable exposure
to other businesses that are affiliated with the client-host. Along with that,
you may also receive some very positive recommendations.
When deciding what organizations or philanthropic event to
support or sponsor, assess the benefit.
How many people are expected to attend?
Are there media partners? Do they
have a social media following? How will
they promote you? Your goal is to not
only give back to the community but to raise awareness of your products and/or
services.
If the above types of community involvement don’t suit your
business, consider other ways to give. Donating a portion of your proceeds to a
particular charity or cause may be the way to go for businesses like
restaurants. This allows you to draw in new customers who may want to support
the charity, but have never done business with you in the past. By supporting
their favorite cause, you give them a reason to check out your business!
If you’re not sure how to start becoming more involved in
your community, consider joining your local Chamber of Commerce or Rotary Club.
You’ll meet many other business owners who are actively involved in both their
communities and their businesses. You may also find many new opportunities to
meet the needs of your community while promoting your business at the same
time.
If you want to get involved but
are unsure how to get started, contact the experts at SK Consulting!
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