When it comes to advertising and exposure for your business, there are many options for you to utilize in order to build brand recognition and loyalty. Knowing where and when to advertise is an extremely important business decision, so every option should be considered – especially one that often gets overlooked: community relations.
One of the best ways to build a loyal customer base is by getting out and becoming visible in your community. We are fortunate to live in a community that is home to the Baltimore Orioles Spring Training headquarters. Every March, the Orioles and their fans head to Sarasota to spend an entire month training and playing games against other Major League teams that are headquartered in the area.
Beneva Flowers has partnered with the Orioles for the past five years, and maintains a visible presence throughout Spring Training. At the first game of each season, we hand out bird of paradise flowers to the first 1,000 female fans to help welcome the “birds” (the Baltimore Orioles) back to “paradise” (Sarasota). We also give one lucky fan a bird of paradise bouquet during the third inning of each home game, and our logo is prominently displayed on the outfield scoreboard for the entire stadium to see as we are awarding the flowers to the fan.
Not only has our name become synonymous with our in-game giveaway, but fans at the games remember us because of our visibility at this popular community event. According to the Orioles, in the five years they have trained in Sarasota, they have drawn over 500,000 visitors to the area. In other words, half a million potential customers were sitting in our back yard that could easily have been missed if we had decided to ignore this popular community event.
Now ask yourself, what community events could you participate in? Pay particular attention to any local festivals or fairs that rely on sponsorship donations. Sponsoring 5k or 10k runs are also an excellent way to gain some exposure in the community, as are luncheons for local non-profits. Beneva Flowers did this recently for the local Women’s Resource Center luncheon, which allowed our shop to be front and center throughout the entire event.
With a little ingenuity and outside-the-box thinking, you too can stretch your advertising dollar further by building a loyal customer base though community events.