Recently my family had dinner in the Hamilton Park section of New Jersey. (Don’t giggle. Jersey City is one of the fastest growing cities in America.) As we were walking through the park, we noticed two things: Live music, and many people walking around with mini ice cream cones.
Sure enough, to celebrate a business anniversary, MilkSugarLove was giving away free mini sugar cones, with your choice of five flavors.
They were dispensing the goodies from a truck parked opposite their retail store. When it was my turn to order, after deftly stepping in front of my daughter, I stuck my head in the truck and asked why they were doing this. The answer was that they were celebrating their anniversary. When I asked why they didn’t have a sign on their store and the truck, the response was that they had saturated all the social media. And I am certain they had.
Except…What about all the people who would love to help them celebrate, but for whatever reasons aren’t into social media. Or might simply have missed all the tweets and postings. What would have been the downside of simply putting a sign on the truck explaining why they were handing out the free stuff? Or placing a poster in the window of their store?
If you didn’t know the reason for their generosity, it might simply be perceived as a gimmick to gain attention because business is bad—the opposite of what appears to be true— and as a desperate measure to attract new customers.
So by all means, when you have an event, spread the word far and wide. Social media is a great way to fill the forest. But don’t overlook your local neighborhood efforts.
Got the idea?