The Art of Giving in Local Marketing
I recently came across an interesting story about online retailer Zappos. A customer, Zaz Lamarr, planned on returning a pair of shoes but her Mom passed away. She contacted Zappos to let them know what happened…
“One bright, extraordinary note in all of the sad stuff of the last few weeks…[Zappos] emailed back that they had arranged with UPS to pick up the shoes, so I wouldn’t have to take the time to do it myself. I was so touched. That’s going against corporate policy. Yesterday, when I came home from town, a florist delivery man was just leaving. It was a beautiful arrangement in a basket with white lilies and roses and carnations. Big and lush and fragrant. I opened the card, and it was from Zappos. I burst into tears. I’m a sucker for kindness, and if that isn’t one of the nicest things I’ve ever had happen to me, I don’t know what is.”
Recently I attended a couple of BNI (Business Networking International) meetings. BNI is a local business networking group whose motto is ‘Givers Gain’. The motto seems paradoxical, but the more I think about it, the more I appreciate it. I like those days when I cash a paycheck, but I think the most fun days are those where I’ve felt like I’ve made a difference in someone’s business or their lives.
One thing I’ve been thinking about recently is how can the concept of giving be integrated into a business’s mission. Giving, in and of itself, is a noble and powerful act, but if it can be combined with what a business is trying to achieve, it can be even more powerful.
So what might giving look like, particularly when it is combined with a businesses’ mission? I’m not sure. but I can think of some examples - some based on real life stories I’ve heard. In all cases, the giving is personal - kind of like Zappos above.
- A shipping colleague of mine worked with a small business whose employees depended on a regular paycheck. When an overnight shipment containing paychecks was delayed, he gave funds from his own account to tide over the employees until their real checks were received.
- A more everyday example is a landscaper who, after finishing a new patio job for a customer, gives a thank you gift of a planter pot with flowers. The landscaper is able to do something a little extra that is personal to their customer and the project just completed.
- How about a family dentist? What can she give to patients (besides a new toothbrush and floss!) A local dentist spends personal time and writes up regular emails to families with brushing tips and fun kid dental activities to reinforce good brushing. She doesn’t wait for the 6 month checkup to help her families.
