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VOL. 125 | NO. 222 | Monday, November 15, 2010

Jeremy Park

Give Back Through Corporate Promotions

JEREMY PARK

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Last week we discussed ways to weave giving back into your gift giving for the holidays. Today, let us examine how you and your company can create an exclusive marketing promotion that gives back and creates a win-win.

Companies are searching for ways to cut through the clutter and connect with their target audiences. You have heard it said different ways that “content is king” and “ideas are today’s currency,” but creating and taking ownership of a special promotion is a trend on the rise when it comes to corporate marketing.

Case in point is Cellular South. The company created its own popular television series “Ya’ll vs. Us,” which is now in its second year and spotlights high school football match-ups, as well as “Emerge – Mobilize Your Music,” where you can discover and share music from new artists. These original platforms afford Cellular South an amazing opportunity to connect with its customers and potential customers in a creative and tangible way.

Cellular South takes this same approach when it comes to giving back. Over the last few years the company teamed with radio host, Ben Ferguson, to orchestrate Cellular South’s Ben’s Bikes. The goal is to provide 500 new bicycles for Salvation Army’s Angel Tree program. Over the course of about six weeks, the company is using its marketing efforts, in and out of stores, to encourage the Mid-South to help the cause. The promotion is a wonderful opportunity for Cellular South to use its resources to make a difference and connect with customers in a meaningful way.

My point with this example is to encourage you to look at the nonprofits you support and how you might be able to come up with your own special promotion that gives back. You can easily tie in with an existing drive, like the Mid-South Food Bank’s Operation Feed or Ronald McDonald House’s Pop-Tab-Palooza, and create an event or promotion that benefits or you can come up with your own unique angle. Either way, you have marketing ownership and something special that you can put your efforts toward, which has higher meaning in the eyes of your customers.

Inviting your customers to join the effort allows them to share the experience. It also allows your employees to share and be prideful of their effort. You are building stronger relationships all the way around.

So, as we plan our marketing efforts for 2011, why not look at creating a special promotion that gives back. Think of events that fit your corporate culture and correspond to the interests of your customers, then let the brainstorming begin. I look forward to hearing the promotional ideas you generate.

Jeremy Park, director of communications at Lipscomb & Pitts Insurance and director of the Lipscomb & Pitts Breakfast Club, can be reached at jeremyp@lpinsurance.com.

RECORD TOTALS DAY WEEK YEAR
PROPERTY SALES 23 23 1,365
MORTGAGES 21 21 1,068
FORECLOSURE NOTICES 6 6 196
BUILDING PERMITS 117 117 3,173
BANKRUPTCIES 42 42 795
BUSINESS LICENSES 2 2 331
UTILITY CONNECTIONS 0 0 0
MARRIAGE LICENSES 0 0 0