NFIB

Parade of Values
12/ 30/ 2002


Whether the flags are flying on the 4th of July or the snow is falling in December, cities across America mark holidays with a parade. Although the younger children may be most active in dashing for the free candy and catching the plastic beads, the streets are also lined with their parents, grandparents and teenage brothers and sisters; the participants are many and varied. Additionally, local television and radio shows often broadcast the parade. Newspapers publish pictures and articles for days before and after the parade to publicize the event. If your business wasn't represented in the last local parade, now is the time to ask, "Why not?" In today's Workshop, Edith Helmich lists a few of the many benefits of parade participation:

ADVERTISING. With all eyes focused on the parade, there are fewer better ways to showcase your business to a wide audience. The cost can be tailored to fit your advertising budget -- from almost no cost to a substantial outlay. At the low end, a parade entry might be simply a distinctive car(vintage, convertible, etc.) with a logo business banner and the riders of your choice waving and smiling. At the higher end, a flatbed decorated float with a business related theme is a guaranteed attention-getter. Every company that owns at least one truck, van, or car with a business logo should have an employee driving that vehicle in the parade. Still not interested in creating a parade entry? Try "sponsoring" a local charity or educational entry by providing free logo-printed treats or coupons to throw or distribute along the parade route, or by donating the use of a company truck to tow the float, etc. Can't afford to buy free candy/gum/balloons/etc.? Offer free ice water in paper cups printed with the company logo.

EMPLOYEE RELATIONS. The opportunities for building company cohesiveness and pride are endless. Consider these ways to showcase your employees:

1. Let employee volunteers plan an entry float: design, materials, and construction.

2. Put a spotlight on employees in the parade by creating a marching unit of: a. Uniformed employees, b. Employees-of-the Month (Year, etc.), or c. Logo-costumed employees (be creative).

3. Use employees as characters on the float, drivers, and side-liners.

4. Showcase employees' children (always a hit) by making them a part of the parade.

GOODWILL. Participating in community events creates a wholesome impression and builds trust in a company. In fact, participation in community events builds a rapport with community officials and local organizations, as well as providing support for local projects and initiatives.

So strike up the band and prepare to march -- all the way to a bigger and better business!

workshops.monday.marketing
5.15.00

Small Business Sound Off
Does this story hit home?  Share your story with us