The past week has been extremely interesting regarding my column about supporting small business . . . and any business that supports the community.
The first was the fun part of reconnecting and meeting new friends . . . enjoying some good music. Gosh, I’ve heard a lot of Charlie Prause Trio stories. And just what music, laughter and fun mean to people. Why there’s an “Adult Seniors” Hop in Sugar Land in September that you’ll hear more about being put on by DJ Hall of Famer and 1960’s (or more) KILT DJ Bob Presley. So stand by.
However, a dilemma that surfaced from a number of retailers and other commercial businesses that have “Walls of Fame” all over their businesses in supporting school organizations, civic organizations and spending what can become a significant amount of business profit on the community. Does every business throughout Fort Bend do that equally?
I’ll ask a simple question . . . how many of the large chains allow you to even advertise a charity or community event, much less give money or sponsorship to it? How many sponsor teams, school groups or civic organizations? In what ways? My experience has been with in-kind contributions, but not out and out dollars. Don’t get me wrong . . . that can be significant and should be appreciated.
With school starting, getting tapped out becomes a big problem for every small business. What disturbed me, it can almost be extortion. One story involved a business sponsoring a group only to have that support from the group disappear when the check was cashed!
So building and sustaining a “winning” community full of civic pride and community energy isn’t easy.
So to those organizations who need and deserve community support. First, what’s your groups’ “value proposition” for a business to give or advertise? In what way do you provide value? How do you encourage support and give support yourself? Do your parents, for example, become ambassadors for those businesses? Do you keep a reason to use those businesses in front of your supporters and parents?
Now to the small businesses. What are your giving policies and how do you advertise your interest and involvement in the community? Do you have ways you keep your business in front of your buyers? Have you targeted the best ways to find buyers and have you dedicated your advertising to a mix of methods that reach the buying public. As Mattress Mack says, “work like hell and advertise.” Yes, local newspapers are part of your success. It’s the mix and staying in front of buyers. Sometimes, it’s hard to measure, but do you have a mix of ways to ensure that buyers know about you, have a reason to buy, and that “you live here?”
Retail and small businesses are the first to get hit every time a scare goes through the economy and often the last to recover. As a consumer, do you consciously look at businesses that support the community and reward them with your patronage? We all need to be thinking how we support and keep our communities vital and full of energy and fun. One way is to start with the things we control like our buying habits.
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