Community Involvement (2/4)

Example: Another example of mutual benefit is the distribution of the thousands of letters sent out every year by non-profit organizations. For the local public television station, offer to print up special “thank you for your donation” cards that entitle the bearer to $1.00 off on his or her entrée at your restaurant. The station can then mail these out to new subscribers after their annual fundraising donations, and you will receive a positive benefit of a relationship with a well-respected group plus free distribution of your coupons. Comment: Do not limit yourself to activities concentrated only in your immediate target area. In the above example, these thank you cards would be received by prospective customers all over town. Some of these potential customers may work in your target area, shop nearby or have friends in the neighborhood. Increasing your awareness throughout your entire town or city is important as long as you do not overpay for that exposure. Becoming an active participant in your community is an important element of your Local Store Marketing plan. However, it will only be successful if the involvement is beneficial for both your restaurant and your community. Give Product, Not Dollars When you are approached by a charity or organization and asked for a monetary donation, try to work out a donation of product instead. The reasons for this are simple but enlightening: 1) Instead of giving a $ 100 check you could offer to give $200 worth of food. This makes your donation look much larger but in actuality will cost you less. 2) By giving product you have the opportunity to introduce and “convert” potential new customers who have never tried your product. 3) A $100 cash donation will merit you the same awareness - usually just a mention in the program – as all the others who give cash. However, by giving product you have a chance to spread your name all over the event through the logos on your food containers, servers’ uniforms and banners or signs on a tale or booth. In addition to donation products, there are other ways to donate to a charity or an event without writing out a check. Example: Instead of offering to donate $ 1.00 from each sale to help raise funds for a group, look to your customers as the donors. Offer to aid in the police department’s canned goods drive by telling your customers that for the donation of two or three cans of food, to be collected at your restaurant, they will be awarded a $1.00-off coupon good for their next visit. Comment: Not only have you distributed bounce-back coupons, but you have generated opportunities for media exposure. Don’t let the logistics for any promotion prevent you from making the effort. Look to your employees for help in solving potential operational conflicts. Involve your employees from the start. If you ask for their ideas initially, they are less likely to complain over the additional problems of carrying out a program they created. How To Say No As a manager of a local restaurant in your community, you are constantly besieged by persons requesting donations, selling program advertising or wanting your involvement as a sponsor of a team or upcoming fundraising event. Some of these requests are from members of your community who may be or may become your customers. Obviously you cannot say yes to everyone, but you want to avoid losing potential customers. One method for saying no when you perceive that the program has no apparent value to your store is to refer to your budget. Let each person or group who approaches you explain their program in full. It is important that you express your interest in their plans and their objectives. Once you have obtained all the information by asking them specific questions and taking notes, explain to them your policy for community involvement.