Community Involvement and Special Events
Because your community supports your business, it's a good business practice to support your community. (But first, a quick word about community. Community is more than a location, such as a town or city. Community also refers to groups of people, such as the Hispanic community in a city, the small business community in a county, etc.) The great thing about participating in community events and programs is that it's a win-win for both you and your community. When choosing an event or program to support, set specific goals for your participation that provide tangible results. For example, if you choose to serve on the board of directors of a local woman's shelter, your goal may be to network with other board members for business opportunities. Or, sponsoring a "pit stop" for a local fun-run raising money for a non-profit organization puts your name in front of potential athletic customers. You should also look for events and programs with natural tie-ins that reinforce the image you want to have. For example, sponsor a golf tournament if you manufacture golf attire, sponsor local SPCA events if you make unique pet accessories, etc.
You should also consider the resources you have available for community relations, such as time, equipment, products, facilities or money. If all you have is time, find an organization or program that needs your skills. If you have a product or facilities to offer, but no time, find an organization that needs your facility. The avenues open for community involvement are vast. You may choose to align yourself in support of an organization year-round or participate in selected special events.
Types of Community Involvement and Special Events
Shows, displays and exhibits - The most typical of these is the trade show at which you host an exhibit, speak, and/or host an event. Choosing trade shows attended by members of your target audience provides you with maximum exposure in minimum time.
Road shows - an exhibit or presentation that you take on the road or to several locations in your town.
Fairs - consumer job fairs, health fairs, etc.
Parades or pageants - Depending on the type of your business, this might be a fun and economical promotional outlet for you.
Athletic competitions such as fun runs, bike races, sponsored walks, etc.
Entertainment and cultural events like Shakespeare in the Park, a Designer Showhouse, etc.
Commercial displays - If you have a storefront, you might use your window display to tie into seasonal themes or community activities.
Stunts - Your imagination is the only limit here. But be careful–stunts backfire as often as often as they succeed. Be sure to adequately publicize your stunt and make it unusual enough to gain attention.
Banquets, luncheons, style shows or meetings - Sponsor or co-sponsor an event for a local chapter of an organization (whose members are your target audience).
Volunteer (or accept a nomination) to serve on the board of directors of a non-profit organization.
Participate in community activities such as Cinco de Mayo, Mardi Gras or Earth Day celebrations.
Other promotional devices include:
Discounts And Premiums Offer a discount or a premium to employees of specific companies or members of an association, and those organizations will promote your business for you.
Business Cards Give everyone you meet a business card – always and with no exceptions. Keeping your business card in your wallet is a waste of money. They don't begin to work for you until they're in someone else’s hands.
The Internet Get on the Net, create a web site and look for other high-tech marketing vehicles.
Referrals Create a referral program. Satisfied customers are your best advertisements. Provide them with incentive to refer their friends and colleagues – perhaps a discount off their next purchase or a gift certificate to a local shop or restaurant.
Coupons Use coupons carefully. They are an affordable way to attract customers, but you need them to be willing to come back and pay regular prices – which they won't do if you're constantly providing them with coupons.
Sponsorship Sponsor something worthwhile. Sports teams, charities and community organizations are always looking for businesses to serve as sponsors, and often the cost is nominal – especially compared to the promotional value you’ll receive.
All these measures will allow customers to quickly and easily identify with your business and bring a lot of profits in your company.
III. Read the texts about marketing strategies applied to different products in respectable prosperous companies in the extra reading section. Suggest steps for promotion of the products of your own company and explain the necessity of each measure in your marketing policy.