Can you act from your heart, and still apply smart marketing? I think so…

The 2nd Annual Danny “Buck” Kane Memorial Golf Outing, which took place on July 14th, was an amazing success!  We are so proud to have been able to participate in, and sponsor such an important event.

As we cruised around the 18-hole shotgun scramble, I couldn’t help but feel goosebumps every time I saw one of our three Berry Smart Media sponsorship signs.  Not for any egocentric or narcissistic reason, but for the reminder of how important it is to support the research and education of every form of cancer.

Having lost my mother last year to lung cancer, and having known Danny personally (Mr. Kane to me, as he was a teacher of mine years ago), I know my mom would have been proud of me for supporting this cause.

A constant reminder all day of the importance of supporting this cause was Danny’s motto of “helping out the next guy.”  This pay-it-forward attitude is something that is a core principle for me both personally, and professionally.  I always feel good after making a deposit in the karma bank.

Now, to the business end of things…

Several golfers, volunteers, and local business owners asked me about my sponsorship.  One well respected, local business man inquired, “Jon, how many holes did you sponsor?  Every time I turned around I saw your name!”  My response was, “Three, but it seemed like more, right?  Next year I hope to sponsor all 18!”  He could not believe it was only three holes.

Here is a breakdown of my strategy:

First of all, I believe in David Ogilvy’s “three hit theory” that any marketing message should be received at least three times by its target audience.  The first so they know you are communicating, the second so they understand your message, and the third so they can decide whether to act on the message.  Now, in this case I didn’t exactly have a message…or did I?

Although my sponsorship signs simply stated my business name and phone number, I think the message became stronger each time someone saw another sign.  The message that I support cancer research, YES.  The message that I support my local community, YES.  The message that my business is successful enough to sponsor three holes in a charity golf outing, YES.  The message that I care, YES.  And most important of all, the message that I can create a memorable marketing campaign for a few hundred dollars, YES!

Another strategy that I used was to sponsor two consecutive holes, and spread out the third.  Choosing the three holes was the easy part…my mother’s birthday was March 28th, so holes 3, 2, and 8…perfect! Two in a row, holes 2 and 3 of the front 9, then hole 8 of the back 9.

Think about this…

You start off the day and notice nothing on the first hole, too focused and consumed with everything else.  You get in few swings, maybe a lucky putt, and off to hole 2.  There I am.  Now, hole 3.  You say, “Hey, I just saw that sign for Berry Smart Media.  Must be Deja Vu.”  I’m in your head!

Your day goes on…fatigue sets in…you can taste the cold beer waiting for you after only a few more holes.  You’re on the 17th (hole 8 of the back 9).  Berry Smart Media? Yup, a last minute reminder of those signs you saw all the way back when the day just began.  The feeling is that you saw these signs ALL DAY!

Although I would have gladly supported this amazing cause out of the goodness of my heart, there is nothing wrong with putting a little thought into the effect your good will can do for your business.