New approach.

There are hundreds of different ways to engage the customers in your market and level of effectiveness will vary depending on the region. For example, a hockey event would fall flat in Arkansas, but may be a home run in Canada. In our blog example we talked about adopting a small park that needs some attention and possibly new equipment.


Throughout this year I'll offer some free advice to the world and in this group add an extra twist to help you achieve maximum return.

In our park example, the only budget or "Advertising" cost to the shop was the purchase of some playground equipment that we were going to allow fans of your Facebook and Twitter accounts vote on which set to purchase. We also talked about partnering up with local agents, rental car companies and parts suppliers (don't forget the dealers) to have them contribute to the equipment cost.

If you want to engage your customers on a deeper level, allow them to "raise" the funds for the equipment. Last year we mentioned cause marketing, but if you need a refresher that blog is also still here (wink.. wink.. nudge.. nudge..). You can draw up one of those fancy thermometer's and set a due date for the overhaul of the park. For each repair you perform in the given time period, you'll contribute 1% of the gross RO to the fund in the name of the customer. Give them a little card or certificate, take their picture and be sure to invite them to the park day to participate.


Don't forget to encourage them to add their contribution to their Facebook page (can I email you this picture we just took?) and share it with their friends. Tap into local high schools and churches for their help sharing your message with the community.

A side note-- Some of you are excellent networkers and you may find you've actually raised more then the budget needed for the equipment and park overhaul. I recommend deciding on a default charity ahead of time for a donation and communicating that with the agents, rental car companies and parts vendors you approach. Done correct.. you may get double the PR from the event and it makes your media package to the local radio and TV stations more appealing.

Don't be surprised if you get a station to do a pre-event to raise awareness of your campaign and post coverage on park day.

Not sure how to find a park- Each city has a parks and recreation division, give the director a call and take them to lunch.

Dealers- You buy a ton of parts from them each year and they have great networks to tap into. Don't be afraid to get them involved. Offer to park their cars at the event to give publicity to the dealership and boost new car sales. What if they gave $100 for every car sold during the campaign period?