Here's why you should roll up your shirt sleeves and connect a face with your company's name:
- A public presence offers opportunities to get to know – and network – with consumers and businesspeople in your own back yard.
- Community involvement provides built-in, low-cost PR.
- Improving your community's standard of living helps grow a prosperous and loyal customer base.
Action Steps
The best contacts and resources to help you get it done
Get thee to the chamber of commerce
Annual membership in a local chamber of commerce can yield benefits beyond a directory listing and stale coffee at monthly meetings. Local advertising, networking opportunities and business-to-business discounts are some of the benefits of joining.I recommend: ChamberofCommerce.com is an online database of – you guessed it – chambers of commerce for cities and towns nationwide. Key in your city's name and state to find chamber contact information and membership data.
Consider "Cause Marketing"
Corporate philanthropy is increasingly becoming a standard marketing strategy for larger corporations, a model that can benefit firms of all sizes. Linking a brand or company name to a charitable cause is win-win; each party has something to give and to gain.I recommend: The Cause Marketing Forum is a hub for connecting businesses with compatible charities.
Go Grass Roots
Jump into the local scene by doing meet-and-greets (while handing out free samples or literature) or sponsoring a parade float or local sports team. Hold presentations at community and senior centers and offer free samples and marketing materials for attendees.I recommend: To scope out local happenings, visit county, municipal and COC web sites, subscribe to local newspapers and grab copies of free weekly or monthly papers, too. Check the Yahoo! Directory of news and media to find publications in your region.
Tips & Tactics
Helpful advice for making the most of this Guide
- Tie in causes that are aligned with your company's vision and purpose.
- Distribute calendars customized with your company's logo to local businesses.
- Become media friendly. If a reporter requests your comment about new competition in town, it's a great opportunity to mention how well both businesses can serve the community.
- Commit for the long haul. Don't over-commit or choose a cause you or your employees aren't enthusiastic about. Be ready to give as much or more than you may immediately receive in return.
- Be creative – donate extra office supplies to local schools or shelters, give out bags or team posters with your company's name on them at amateur sporting events, and participate in or sponsor holiday-themed events.
- Entrepreneurs, partners, or employees can participate in career day events at local schools or serve as keynote speakers at municipal or collegiate events.
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