Many year’s ago there was a character on Saturday Night Live, Mr. Bill and he would get into all types of difficulty and would exclaim oh no!!!! Today(5/21/2019) my day morphed into a Mr.Bill type day leaving me to wonder how do some businesses manage to thrive despite their management team. The day started off on a good note as I was out collecting donations for The American Cancer Society Relay For Life most everyone was nice but there were some that simply don’t understand the importance of relationship building and building strategic partnerships. I understand most places I went they didn’t know me and that I was interrupting the flow of their business however it doesn’t cost anything to be kind. I went into Anthony’s Coal Fired Pizza and they are very good supporters of Relay For Life and I appreciate all they do for the cause however today they dropped a few notches as The Manager said I couldn’t go table to table to collect so I asked if I could stand outside the restaurant or if we can set up a day to simply do a collection she said no which I didn’t mind. What I did mind was the manner in which she talked with me she seemed to think I was beneath her. If only she knew the reach I have and how I could be a great ally. I encountered this no soliciting allowed attitude in many places that I went and I thought wow you are cutting off your nose to spite your face. I thought this way as I would have done a live video( My last Live Video had over 1100 views) and promoted the restaurant given the restaurant a good review and strengthened a business relationship. When I went to Habit Burger I simply disobeyed the GM’S wishes and was successful as one patron gave me a $20 donation. I later called their corporate office and had a nice interaction with the marketing director who in turn sent me details to host a Give Back Night there. I told her all The GM had to do was say we don’t allow soliciting however we do offer a way for your organization to fundraise here is our flier how to set up one of our Give Back Nights. The gentleman at McCallister’s were very arrogant and condescending as they told me no. I can accept a no even if I don’t understand why anyone business would say no to someone who has a proven track record of over 20 years of fundraising for The American Cancer Society. They could always take a minute and check out www.relayforlife.org/sunrisetamaracfl and see I am The #2 fundraiser with over $4500 raised.
Had the people in leadership roles at these restaurants taken a step back and seen the big picture perhaps their sales would have increased a bit. I have come to learn that there are always going to be those are so worried about complaints that they simply have programmed themselves to say no to everything. Many times they simply don’t see the benefits that someone brings to them and are so set in the ways that they lose out on the many opportunities that are presented to them.
I know going uninvited and putting people on the spot may not be the best way however many times it works and people respond in a great way like the time the hair salon owner said sure you can make an announcement and one of the patrons donated $40 or the time the ophthalmologist asked what type of donation I was looking for and I answered whatever you are comfortable with and he wrote a check for $100. Yes I have encounters some people who made me feel like Mr. Bill however I have also encountered people who have shown respect and appreciation for what I am doing. I have come to understand that not everyone is as advanced in the sphere of cause marketing as I am and many times employees of larger corporations are not empowered or inspired to think outside the box.
So the next time someone comes into your business seeking support you should look at the benefits and be open to what they are doing for they may have a large following that can become your client/customer. Imagine if the managers and general managers of businesses were empowered to do local area cause marketing how much more profitable a business would be.
A few years ago I approached Hungry Howie’s about supporting The American Cancer Society Relay For Life and Xavier was very happy to help and donated 10 large pizzas and each year since has supported our effort to help those touched by cancer. In return Hungry Howie’s has gotten my business and promotional videos and an outstanding revenue. I share this to show you how to avoid those Oh! No! Mr. Bill moments in your business.
As someone who has been involved in the non-profit and for profit sector for over 40 years I believe that I possess the ability to help many businesses to have a heart. Having a heart means being kind to everyone who comes into or calls your business for you never know how that person can be of service and value to your business. In all your advertising you should be showing people that you are a business with a heart by showing what organizations you are supporting as people like to do business with those that they perceive to be giving back to the community.
I have seen where having a heart increases business. I was The Sports Memorabilia Manager at Sinbad Sports in 2016 from May until October and I made it point to donate items to local charities when they asked. The owner had to be convinced that this was a good idea so I showed him the stats as I tracked where sales were coming from and I was able to show an increase in sales. In my final month at Sinbad Sports we did $12,000 in sales and I was responsible for $10,000 in sales as I was beginning to build a following simply from donating a few items to local charitable organizations. In using cause marketing in every position that I have held I have been able to show the community that the businesses I represent have a heart and thus the brand awareness improved and the revenue increased. The key is to have a heart and be willing to give as it opens the channels to receive.
After a little prodding Wilson Football showed they have a heart as they sent 3 Superbowl LII Footballs to use in the fundraising efforts for The 2018 American Cancer Society Relay For Life Of Sunrise. In doing so they have received some positive publicity as well as recommendations from leagues that I announce for to purchase their official game balls through Wilson Football. In having a heart Wilson increased its visibility and revenue as people have now heard the story of how they came through to help those touched by cancer and as a result have made purchases of football related items.
One of the best ways to show that your business has a heart is by partnering with a local organization and donating a percentage of sales back to the organization. This brings people to you that normally would not patronage your business and allows you the opportunity to cultivate new customers/clients. In having a heart and showing that you care you will grow your business and word gets around that your business has a heart. Remember there is no substitute for kindness.
The National Association of Basketball Coaches and WWE sent items to use in the fundraising efforts for The 2018 American Cancer Society Relay For Life Of Sunrise. As a result they have gained some positive publicity. In giving you open up many opportunities to put your company in a positive light and reach an audience that maybe you did not think about before. In being open to say yes and finding a way to be of service and value to the community you will see that your revenue builds and your brand is strengthened.
It is time for you as a business owner to stop making excuses and find ways to say yes. Think about it there is always something your business can do to help the community and as a result you will help your business. It is when you give that you receive a return ten fold.
I am reminded about the first time I approached Hungry Howie’s for a donation and how receptive Gabe was to donating 10 pizzas. Since that day I have been a loyal customer and they make their money back just off of me not to mention the countless people I have sent t them. It is when you help others get what they want that y find success.
The other night I stopped by my local Subway and mentioned Relay For Life and they asked what they could do and I told them we can always use food items. They said they would donate 100 cookies. Guess who will be getting more of my business.
It is now time for you to find ways to show that you have heart and to show the community that not only are you taking money from the community but you are putting money back into the community.
How many times have you stated I am not interested or you haven’t returned a phone call only to miss out on the opportunity to build your brand and increase your revenue. Over the last 40 years I have approached many different businesses to assist me in my efforts to help charitable causes. I have seen the good, the bad, and the ugly when it comes to companies supporting causes. I have had organizations like World Wrestling Entertainment send me items that have helped in my efforts to help those touched by cancer. I have had companies like Jimmy John’s refer me to corporate and I haven’t received a return phone call. I have had some business people tell me to leave their store the minute I introduced myself and told them about what I was doing. This prompted me to wonder how many businesses are missing opportunities for their shortsightedness? I have come to learn that there are many people who lack the business acumen to take things to a level where their brand would stand out and as a result would pick up more business. In today’s very competitive market where competition seems to be on every corner it is important to take advantage of every opportunity to stand out and create a buzz while garnering new business while also retaining existing customers.
If you are a frequent reader of this blog you know how deep my passion runs for helping those touched by cancer through my involvement with Relay For Life. I do my best to share Relay with as many people as I can especially businesses that can use cause marketing as a strategy to acquire customers and retain customers. I have partnered with many business like The Tijuana Flats in Tamarac, FL, The Chuck E. Cheese’s in Sunrise, and Skyline Chili in Sunrise, FL to do fundraisers and I have been very successful in bringing people to these establishments who normally would not have gone. As a result several of those involved in Relay have become regular customers at these establishments. I have had mush success with those who understand the importance of cause marketing. The key is to partner with a cause that you are passionate about and then leverage your involvement by mentioning it in advertising, through your social media, and in your media releases. The idea is that you never know who may come into your business because of your support of a cause.
I went to a McDonald’s located Nob Hill Road and Sunset Strip yesterday (4/1/2017) to seek support of Relay For Life and the manager told me you have to call the owner but didn’t have the owner’s number. I thought here is someone who is supposed to be looking out for the best interest of The McDonald’s franchise and should be astute enough to understand the importance of cause marketing. The interesting part of the interaction was that I was going to place and order but because of the manager’s attitude and lack of information to give me to contact the owner I left and went to SUBWAY and bought my meal there as they have supported Relay For Life. Think about it and do the math I would have sent about $8- $10 at McDonald’s but because of the manager’s lack of understanding of the importance of cause marketing another business received my business. The reason I share this with you is to show you that you must empower your managers to make some decisions when it comes to cause marketing because you may be leaving money on the table because of their lack of understanding the importance of cause marketing. $8-10 may not seek like a lot of money to be walking out the door but think about it how many people will see this story and not go to that McDonald’s and do you think I will be going back to patronize that location? 