| Over the past several years, I've seen the | | | | consists of a budget for advertising placement, |
| following happen in a number of communities: a | | | | signage and collateral marketing materials. Rarely |
| new business opens up, complete with ribbon | | | | do I see a section for philanthropic contributions |
| cutting, signage, the whole nine yards. Usually, | | | | or sponsorships as a means of business |
| they fill some market opportunity or supply | | | | marketing, and this is a severely overlooked |
| shortage in the area (other times, they're | | | | opportunity. |
| completely redundant, but that's another issue). | | | | Local organizations and non-profits are always |
| Seems like they should make a go of it, but | | | | seeking money for their events and programs, |
| pretty soon, they're among the 1 in 3 businesses | | | | especially in this economic downturn. The lack of |
| that fail by their second year, and if they're lucky, | | | | funds creates the opportunity for generous |
| they're not among the half of businesses that fail | | | | sponsorship packages, driven by increased |
| by year four. | | | | desperation for funds. Although sponsorship |
| Want to have dozens of eyes glued to your | | | | opportunity prices vary by event/program, |
| business name for an hour? Sponsor a little league | | | | chances are there is an option for any budget, |
| team! | | | | and the benefits nearly always surpass the cost. |
| Of course, there are many reasons small business | | | | Consider a business that sponsors a team in the |
| goes under: bad market analysis, bad | | | | local sports league-how many parents and |
| management, more dreaming than doing, or | | | | community members go, eyes like lasers on their |
| whatever. But one trend I've noticed, in both the | | | | kids, whose team is sponsored by the local |
| long-standing successful businesses and the | | | | widget seller with its name plastered on the shirt |
| blossoming newcomers, is the level of community | | | | or jersey? If the league also does its job, the |
| involvement of the business and business owner. | | | | parents are well reminded that their kids' |
| Many businesses overlook a philanthropic | | | | opportunity to play is because of your generous |
| marketing approach-sponsoring community events | | | | sponsorship. Compare that to the impact of a |
| or programs, being a volunteer in the local schools, | | | | quarter-page newspaper ad. |
| or belonging to area civic organizations. It's not | | | | Here are some great ways to get involved and |
| hard to understand why-the rigors of running a | | | | have you and your business seen in your |
| business, a traditional mindset towards marketing | | | | community: |
| (advertising), and a focus on the bottom line can | | | | 1) Join your local Chamber of Commerce and |
| be distracting and overwhelming. Amazingly | | | | attend networking events |
| though, tapping into a vein of community goodwill | | | | 2) Be a sponsor of a local festival or event, and |
| really consists of only two activities: 1) being a | | | | volunteer to work or chair a committee |
| public figure in the community, and 2) leveraging | | | | 3) Sponsor local youth sports leagues or teams, |
| your business as a community benefactor. | | | | or advertise with local athletic booster clubs |
| If your customers are only entries on a | | | | 4) Join at least one civic or social organization |
| spreadsheet, then they're going to feel it and be | | | | 5) Participate or volunteer for local Junior |
| less likely to refer your business to their friends, | | | | Achievement programs |
| family and neighbors. Make a point to converse | | | | 6) Purchase or volunteer for a segment of an |
| with your customers; even basic small talk begins | | | | "Adopt a Road" program |
| to build a relationship, which your customers can | | | | 7) Underwrite or support local arts or cultural |
| use as the foundation of your "word of mouth" | | | | activities |
| campaign. Most of all make sure they know your | | | | 8) Sponsor a team, or start your own, in a local |
| name, so that your business has a real person | | | | road race (screen printing your business name on |
| behind it all. | | | | jerseys is cheap, no matter how well any of your |
| The flip side of this occurs on the other side of | | | | runners do) |
| the counter. Business is a lot of work, during open | | | | 9) Get in the local parade with a float or other |
| hours as well as before and after. It's critical to be | | | | entry and throw really, really good candy to the |
| active in some aspect of the community outside | | | | crowds (if permitted) |
| of business hours, whether it's your kids' schools, | | | | 10) Offer in-kind services to charities, programs, |
| a local civic organization or in a place of worship. | | | | etc. that capitalize on your skills, talents or |
| When people see you outside of the shop, it's | | | | business areas |
| another opportunity to build relationships and show | | | | It's important to remember that the greater |
| that you're more than your business' bottom line. | | | | purpose of philanthropic marketing is the |
| Whether you sell widgets, fix doo-dads, or give | | | | philanthropy, and that any commercial benefits to |
| knick-knack advice, you want to get you and | | | | your business are secondary and indirect. It's also |
| your business name to be well-known throughout | | | | important to remember that philanthropic |
| your community. Marketing 101, right? Well, many | | | | marketing won't overcome a lack of hard work |
| businesses overlook some of the most | | | | or inability to do proper accounting. But being an |
| cost-effective ways of marketing and promoting | | | | anchor in your community, as a business and |
| their businesses-sponsorships. In most of the | | | | personally, might be the difference between a |
| business plans I've seen, the marketing section | | | | sleepy storefront and a centennial business. |