No Free Lunch, But How About a Free Coffee?

Talk is cheap, but storytelling is priceless. If you're looking for ways to tell the story of your business, your abilities or your cause, take some free advice from Holly Lim, account coordinator at Park&Co. And how about a cup of java to go with it?

As marketers, we want to reach our customers and make them aware of the benefits of using our product and service over the competition. Telling your company’s story should be simple, compelling, impactful. It doesn’t have to be elaborate or extravagant. But it must be memorable and inspire action. Even the simplest of stories, when told right, will have a lasting effect.

Easier said than done, right? Not necessarily. Here is an example of how we’re telling the story about Park&Co, to create buzz, generate goodwill and have a lasting impression.

It starts with a free coffee.

Every week, we choose a local coffee shop and we offer to buy their customers a cup of coffee. We give the coffee shop a loaded gift card and each customer gets a free cup of joe. With their coffee the barista hands the customers a card that says “You’ve just received a Random Act of Park&Co. Pay it forward.” Our website is listed on the back of the card, and that’s it.

Customers walk away delighted at their free coffee and employees are happy to make someone’s day. The coffee shop also gains popularity or followers since we promote the free coffee events through Park&Co’s social media channels. Finally, someone out there might receive a random act of kindness because the coffee-receiver decided to pay it forward. And when people pay it forward, they are reminded of the first kind deed from Park&Co.

We could give away gift baskets or a free car, but it’s not about that. It’s about emotion, how you touch the hearts of your customers, how you get them to like what you’re doing, and then connect that positive emotion with your company.

Essentially, we are involving prospective customers in our story, and giving them a great excuse to share their experience through word-of-mouth: the most powerful form of advertising

Simple, compelling, impactful. That is what great storytelling is all about.

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Park&Co.
www.parkandco.com

This story, written by Holly Lim, is part of the Chamber's monthly Businesswise for Women email newsletter. To sign up for any or all of the Chamber's email communications, click here.