You can’t buy loyalty
I have found the marketing elixir.
Think of all the money that is poured away everyday by organisations campaigning as they seek to promote and sell their goods and services, drive awareness and enter new markets. Is this you?
The resources required to compete in a noisy, busy marketplace amongst consumers with a short attention span scrolling from one digital platform to another are immense. What chance a small business with a typically tiny tourism comms budget?
What chance do you have?
Last weekend I joined a small group of volunteers who spent the day together at a small Chilterns vineyard to help bring in the grapes for next year’s sparking wine.
We chatted as we cut the grapes and tried not to snip any fingers off, about where we were from and why give up a Sunday - or in some cases, many Sunday’s to volunteer?
The answers varied, but followed a theme: a chance to be outdoors, to work outdoors in a beautiful location and some said they are proud to be part of a community. Others have an interest in wine and like to participate in the process throughout the year. Unlike me who is a volunteer-lite as only join in once a year during the harvest - that can last all week. Nature decides when that will be so a degree of flexibility required.
How does a business benefit?
Cost will be the main driver. I calculated that per day, the labour costs would have been in the region of £1,400. For the entire week, that’s over £8,000. That’s a huge saving and the fine lunch and bottles of sparking that we enjoyed at the end of the day would be easily off-set. And perhaps even more pressing is because we have collectively shot both feet off with Brexit, and now there is a labour shortage.
There are risks to the precious crop as not everyone follows instructions to keep to the system that ensures the grape varieties are kept separate. With those razor-sharp clippers, injuries are also bound to happen. And dog owners like me who took Leo last year, didn’t follow instructions and gobbled up too many grapes and he was sick!
You can’t buy loyalty
Through the dappled autumn light and feel-good factor, I realised what is really happening. I had found a marketing elixir: through an investment of time, care and attention spent on the volunteers because they are loyal and they care about the business. Some travelled from London several times a year because it was ‘their vineyard’ and helping with the process was what they do. Of course we tell everyone where we have been and what we do - I also made videos and have written blogs. And we buy the product. What’s not to like?
This magical potion will give your business an unbeatable edge
Rather than throwing your hat into the ring, look for organisations already working in the target sector you are trying to reach and collaborate with them. It won’t be free, but your voice will be heard.
Work with local influencers to test and try out what you are selling.
Encourage your existing customers - you must know who they are, to repeat purchase, volunteer and feel a part of what you do as they subscribe to your business ethos.
It all works so well because time and thought are put into how best to make this work for the business and for the volunteers. I’ll certainly be back.
Have you tried something similar, or perhaps you have advice to share?
Links you will need
You can read about my visit to Daws Hill vineyard to help bring in the harvest.
Here’s an example of a volunteer who turned a visit into something special. And I wrote a blog about it and shared it widely, hoping they will get more visitors.