Move along, nothing to see here: what is your response to free promotion?

May 15, 2010 in Company Culture, General, Marketing, Rants, Raves, Social Networking, Tools with 12 Comments

On Friday a group of friends congregated to spend some time in our small downtown. Our mission was simple. We planned to take and upload as many pictures of and about local businesses as we possibly could. What surprised me was the response we received. Many shop employees didn’t know what to do with us. As if working from a script, many of them just looked more worried than anything, having a handful of people wanting to take pictures of their store for free promotion. One store though gave us an incredible experience. Even though they were closing, Brett of City Barber Shop welcomed us in and even agreed to a free youtube video while he gave a mohawk cut. Brett told us about the history of the shop as the clippers hummed and my friend Loyan got his mohawk. The whole group was thrilled as he went on about the shop he loved. We even learned they have a vintage barber chair that once was used on the Vegas Strip. Brett had no script. He readily lapped up the free publicity. It was like watching a skilled improv artist.

Do we have set ideas of how to get our word out? Do we resist new ways because we are afraid of them?

The businesses and connections in my network throughout the country are thrilled if you share their link, take a picture, leave a review (good or bad). They see it as free and sharable promotion. How would you or your employees react if given the same opportunity?

About Johnflurry: Director of Communications for Soma Games & Code-Monkeys. Huffington Post blogger. I'm also an expert advisor for the George Fox Seminary Semiotics & Future Studies program.

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  • http://www.giuliettathemuse.com/blog giulietta

    Hi John,

    Sounds like a nice idea for your small downtown! (These are the best – the main street's that still exist.) We need to take our stores back and return a sense of community to our towns. Imagine going into stores where people know your name? Almost promotes safety.

    Yes, I think businesses (as well as people) are in promotional ruts. If someone else isn't doing it, then it can't be good, right? Be willing to be the first one to stand up! To try something new.

    Like your idea! Congrats.

    Thx. Giulietta

  • meganstrand

    I love, love, love this, John! Not only is this a way to give local businesses free promotion, it also helps them start the process of thinking about other mediums to use in their own promotional efforts. The head-scratching response you received is hopefully a good thing – it'll keep them wondering and questioning. And we all know that's a darn good place to start.

    Thanks for sharing!

  • meganstrand

    I love, love, love this, John! Not only is this a way to give local businesses free promotion, it also helps them start the process of thinking about other mediums to use in their own promotional efforts. The head-scratching response you received is hopefully a good thing – it'll keep them wondering and questioning. And we all know that's a darn good place to start.

    Thanks for sharing!

  • meganstrand

    I love, love, love this, John! Not only is this a way to give local businesses free promotion, it also helps them start the process of thinking about other mediums to use in their own promotional efforts. The head-scratching response you received is hopefully a good thing – it'll keep them wondering and questioning. And we all know that's a darn good place to start.

    Thanks for sharing!

  • http://ajleon.me/ ajleon

    John, great post illustrating not only new approaches but the value of consumer generated content. By the way, I LOVE that you and your friends get together to do that!!

  • http://www.flurrycreations.com/theblog John Bergquist

    Giulietta, Megan and AJ: Thanks for the comments. It really has been a blast. We have been doing this for a few months now. All the details are here: http://www.welovecorvallis.com/corvallis-social…
    Chris Nordyke tells a bit about the other experiences we had unlike Brett's. http://readchris.com/

    AJ, This would be awesome see on in NY, Maybe you, Clay and Julia should start one. ;)

  • lanavaughan

    Sounds great! As the sole employee of my business I can speak for the entire company when I say this would be a very welcome opportunity!

    • http://www.flurrycreations.com/theblog John Bergquist

      Kudos Lana, It is up to us to share that outlook with other owners. They can't rely on conventional methods anymore. Make ways for people to share, heck ask if they would post content about you.

  • protherj

    I think the education part of our little group is to show off the experience we had with Brett the barber and show people that they don't need to be afraid to open up and give us something to share. Just like I said in my Ignite talk… businesses need to give us fuel so that we have something cool to share AND so that we want to share and keep sharing about that business. Help us pour gasoline on the fire!

    I want to find at least one “Brett” on each of our next photo walks. That should be the goal for next time.

  • http://www.welovecorvallis.com Loyan

    “Lets give them something to talk about.” ~ Bonnie Raitt

  • http://www.visualpeople.com Ryan

    What was different about the visit with Brett vs. others? Was it just him? Did he have any idea of what you were doing or did he just go along with it? Sometimes it takes the character of a fun or easy-going person to get things flowing. Wouldn't it be cool to take the video of Brett and/or one or two others to businesses — either virally (better) or physically (seems like a great job for an iPad, know anyone with one of those?) — so that they might see the possibilities. What a great opportunity to tell his story and inspire others to tell theirs!

    • http://www.flurrycreations.com/theblog John Bergquist

      He had no idea who we were and he just went along with it. It was priceless. We did shoot a video in which we plan to do exactly that. I think the education part is crucial as is leading by example. Thanks for the iPad idea, it is awesome!