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One Marketing Event Can Have Lasting Payoffs





The hordes of cars waiting to fill up their tanks at Chirag Patel’s eight-pump gas station in Georgia alarmed me. Had something happened in the world and I missed it because my radio was turned off today?  I pulled in and at first I didn’t hear the music or smell the hot dogs because I was so fixated on the number of cars and the ones that were still coming.

It turns out that there was no worldwide crisis or local emergency to worry about. Chirag was having a sale, 50 cents off for four hours only. He was the  gas station’s new owner, and this was Customer Appreciation Day, which included balloons, hot dogs, pizza, soft drinks, a DJ and this deep, four-hours-only discount.

pumping gas

He’s a small business owner who put his heart into his marketing at least for one day.  The result, his gas station is now top of mind. Since that day I have stopped by several times to fill up my tank (at a place that I seldom paid attention to before). And, of course, I thought of you.

What can you do to make your business top of mind and to get on your future customers’ radar? Here are a few ideas to get you started:

Do Something

If you’re in business, then marketing is a part of the equation. You have to do something to get your message, solution or service in front of people. There’s a ton of helpful information here at Small Business Trends.  Just choose one expert, one article, one idea and see it all the way through. Do something to market your business.

Be Consistent

If the event works, then do it again the next year. Consistency allows you to build momentum, and momentum is good for business.

Get Mileage

Tell the press about your event. For example, if your event is annual, pull your pictures from the prior year, write your press release and get it in front of a local journalists. It just might make the news.

I guess the question is: Will you do the work to get the attention that you want–and that your business needs?


More in: 8 Comments ▼

Jamillah Warner Jamillah Warner (Ms.J), a poet with a passion for business, is a Georgia-based writer and speaker and the Marketing Coordinator at Nobuko Solutions. She also provides marketing and communication quick tips in her getCLEAR! MicroNewsletter.

8 Reactions
  1. I’m a real estate agent, hmmm, half off commissions? Na, that’s a bit too drastic. But I like the gist, do something to attract attention and get your name out there!

  2. Jared, just to be sure you know that Chirag Patel gave .50 cents off and not 50%. But yes, you are right, “the gist” is to do “something to attract attention and get your name out there.”

  3. Jamillah,

    Thanks for the great tips. I will have it in the mind for our upcoming #ITpower event on 10/5. I will talk about threats and opportunities with social media. Do you have any great examples of companies that have created a sound social media policy?

  4. Good artiicle, but when you said ” I thought of you,” it seemed a bit weird. My first thought was you were trying a bit too hard to make a personal connection with the reader. It seemed WAY too intimate.

  5. Neil, not trying to “be too intimate” or “try too hard” but I do think about things and people. When moments happen in my life I do consider of individuals and communities to share it with. It’s kinda how I am, but thanks for your perspective on this. I consider all feedback.

    Martin, Lisa Barone wrote an interesting article on developing social media policy as her company grows. You may want to check it out. The policy becomes more crucial as the business and the team grows.

    Here’s the link:
    http://articles.businessinsider.com/2011-03-14/strategy/30036845_1_social-media-policy-facebook-and-twitter

  6. Jamillah,

    Thanks for the link! It will be very useful for my presentation. I got a short & sweet social media policy from the Head of Communications at the National Library of Sweden that I will use as one of the examples.

    Do you have examples on when organizations have created a complicated policy that nobody could follow and comply with?

  7. Lionel Bachmann @ Model Trains

    This goes to show, who needs sites like Groupon? Businesses can do it themselves, the hardest part is getting the word out. But if you are in business, you should be promoting your business anyway. Making an event like this only helps spread the word, and allows you to bring in new customers.

  8. That tells you, appreciation goes along way, not just in business but personal matters too. Employess and everyone around you have a ‘job to do’ but a smile and simple ‘thank you’ goes a loong way! This gas station owner is thought about often for the right reasons, there are others who are thought of often and people avoid them! Never under estimate a customer’s loyalty towards your business. Bad reputation spreads like fire and people will set foot in that store.
    Mark Brundage UOBIM

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