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I was shopping in a local running outfitter’s store a few months ago and got to chatting with the new owner.
Here are a few ideas I gave him to try getting lots of people talking about him without spending a lot of money — will they work for you too?
1. Set up some water stations
2. Give out gear with your logo
3. Sponsor a local team
4. Start a running club
5. Let other clubs use your space
6. Check it out: Alcohol under a microscope
1. Set up some water stations
In a small geographical area with lots of runners in the neighborhood, a couple of sponsored water stations could be a big conversation starter for the small shop. All you have to do is set out water coolers and cups where joggers and walkers might be running by and add your logo. RunTex did it along a popular jogging trail in Austin — and it got everyone talking.
The lesson: Useful is remarkable. Show up where your customers will appreciate you and they’ll think of you when they need something.
2. Give out gear with your logo
Give away hats, sweatbands, T-shirts, those rubber bracelet things — whatever makes your logo visible. Skip the pens and Post-Its. Give them something they’ll wear. The more of this stuff you give away, the more opportunities people have to talk about your stuff.
The lesson: Swag is a great word of mouth tool. Don’t overthink it — just give it away.
3. Sponsor a local team
This idea isn’t new, but it’s a classic (and it’s easy). You benefit from the exposure of having your company’s name on the backs of jerseys and from the warm and fuzzies of supporting people’s kids. Investing in your community isn’t just a good thing to do, it’s an efficient word of mouth tactic.
The lesson: Find people who already have networks — schools, coaches, youth sports, recreation leagues — and give them a reason to talk about you.
4. Start a running club
Become the place where people start and finish their runs. Start with a water station, set a path through the neighborhood, and end back at your store where you’ll hand out your logo’d stuff. That way, you give people a way to make friends and connections.
The lesson: Starting a running club is a great way to get people together and show them a good time. Word of mouth spreads faster with groups.
5. Let other clubs use your space
After hours, you have a big empty store. That’s a big opportunity to make people happy. Let community groups have meetings there or invite personal trainers to come in before you open. For example, some bike shops have showers installed for bikers who want to freshen up before heading into the office.
The lesson: When you offer up your space, you’re not only getting people into your store, but also giving them a great reason to tell other clubs and groups of people about you.
6. Check it out: Alcohol under a microscope
Using a polarized light microscope, Michael Davidson and Lester Hutt show the psychedelic colors and patterns in alcohol invisible to the naked eye. See how they turn up-close shots of vodka tonics, margaritas, champagne, and amber ales into art.
Check it out: Feature Shoot