I’ve always said that all businesses need to be invested in their community – but not just as a chamber member or a PTO parent. They should try to make their community a better place to be, and most companies that choose to partner with SCP Agency are very involved in doing that (and if they’re not, we’ll set them on that path soon enough).
But what does that involvement look like? How much should they do? What events or activities should they engage in?
To find out how your company should engage, ask some basic questions:
- What are you passionate about?
- Have you found any events or benefits that focus on or contribute to what you’re passionate about?
- Will contributing take more time than you’re able to give?
- Can you find a way for your employees and customers to get behind your event or activity?
Find what you’re passionate about, and look for opportunities to get your business involved in it.
For example, I recently traveled to El Paso to help promote an event at UTEP where a local dealership was giving away a chance to win a KIA Soul. A fan selected from the stands would get an opportunity to attempt a 40-yard field goal. The management team at this dealership are huge UTEP fans and are super-interested in being involved with sporting events. Doing so gives them great “top-of-mind awareness” in a huge crowd composed of their ideal demographic.
I know this seems huge – good grief, give away a car?
Top of Mind
But let’s look at another example. Another dealership we’ve partnered with was asked to sponsor a high school football game. We secured the sponsorship for them, then structured the promotional event – everything from having a tent set up with information about the dealership and what models of vehicles they sell, to having a vehicle there for people to touch, feel, and sit in. We also had 50 t-shirts made up that displayed the high school’s name and mascot on the front and the dealership logo on the back. The owner of the dealership was there with a shirt launcher to shoot the shirts into the crowd. We had great photo opportunities, engaged with the community and got in front of a large audience, all at once. This stuff is powerful!
This sort of thing makes you a community business, a community entrepreneur. And it brings you that “top-of-mind awareness” your business needs.
There are a million different ways to get your business positioned in front of your community. You don’t always have to be asking for their business, but you should strive to gain their attention so that when they think of cars, they think of your dealership.
It’s Not Work if You Love It
Look around and see what local small business owners and entrepreneurs are doing in the community – then create your game plan.
I realize you’re busy. I know there’s never enough time in the day. But honestly, if it’s something you’re passionate about, will it seem like a chore? Will it be a hassle?
The rewards will outweigh the sacrifices, I promise. Remember to get your family and friends involved. They’ll love spending the time with you and being exposed to what being community-minded looks like.
Robin Wilson is the co-owner of SCP Agency.
She is a self-proclaimed social media guru and specializes in social marketing for auto dealerships. She has also been instrumental in teaching auto dealerships how to market through social media to their existing database and shows them how to make sure that they do not become victims of conquest marketing. She is a marketing coach to all and has become a leader in Facebook marketing strategies in the U.S.
