Lynchburg Business

Ways to Win Community Support

Issue: February 2010 by David Norcross in Inside The Magazine, Marketing & Sales

I think it is safe to say that all, if not most, of us are proud to be a part of the Lynchburg area. Let’s face it—there is hardly a better place to live or work! Sure, this wonderful community is where we work and raise our families, but what is your business doing to make Lynchburg a better place? What is your involvement in our community?

Dawn Best, Director of Corporate Business Development with Hurt & Proffitt, believes that now, more than ever, is the time for businesses to dive into the local community.

“In this uncertain financial economy and our ‘intense’ professional climate, it is more important than ever to reassure and invest in our community spirit,” she said. “During a recession, communities, and people as a whole, tend to withdraw from risk and rely on comfortable familiarity.”

Essentially, community marketing, or cause-related marketing, is known as “image marketing,” so it’s important to ask yourself the following questions: What type of image does your business have in the community? Does it have one of complacency or activism? Growth or stagnation? These are all difficult questions to answer and, in many ways, they are hard answers for us all to face.

Best put it into perspective by stating, “Per Abraham Maslow; ‘The human heart will only reach its full self-actualization once the basics of safety and shelter are met.’ In other words, we should focus on others around us, and not just our own safety and welfare. Give your best professional efforts and your very last personal dime to your community and it is guaranteed to be returned tenfold.”

As I mentioned earlier, community marketing is really image marketing. Of course, I am not promoting a “What’s in it for me?” attitude towards community support. But let’s not forget that, while you are trying your best to promote your community and what your town or county has to offer, you are also promoting your business in a very positive and effective way. Do not be fooled: Growing your business and increasing your sales does not always need to be about flashy marketing pieces and aggressive campaigns. The basis for your plan must center on your image, and what better place to start than with the image you portray in your community? Of course, you can’t rest solely on just one method of marketing your company.

So what are some ways that you can win community support?

There are hundreds of different organizations in our area that would love your support and that support does not always translate into money. Instead, start by encouraging your employee’s to shop locally. Just think for a moment of the benefits that everyone receives from money being spent right here in our community. Think of the increased revenue, the jobs that are created, etc. You might believe that there is no way that you can make this kind of impact in our local economy, but you can.

By winning community support, you are promoting goodwill and building a positive image about your company while increasing your visibility. This endeavor should be a huge part of your marketing efforts and should certainly be included as a part of your marketing plan. Community marketing can be as simple as encouraging everyone to buy locally through your company’s Facebook and Twitter pages or educating your employees on the benefits of buying locally. On a much larger scale, you can host or sponsor an event for a local non-profit organization or donate money to support these organizations.

Helping local organizations, causes and other businesses by providing resources and funding is mutually beneficial for you, the business or cause, and the consumer.

Remember, community marketing:

• Will enhance your brand while serving as a benefit to the needs of many within your community.
• Is an accepted and respected marketing practice if it is performed for the right reasons.
• Builds customer loyalty within your community and projects a very positive image of your company.
• Builds employee morale.

As we tackle 2010, I cannot provide you with a better method to meet the needs of our wonderful community while giving you ways to promote your image and the brand than through community marketing. Goodwill cannot be purchased online and you will have a hard time showing how much your business cares through a print ad or direct mail piece. Rather, goodwill is something that is earned and developed over time by demonstrating how much you care. The benefits of your efforts will far outweigh the time and the money that you spend.

There is no shortage of ways to let your community know how much you care. Make community support your 2010 resolution and watch the changes that take place within you, your business and your community.

Until next time, make marketing your mission…everyday!