Letter ‘F’ in my A-Z of Marketing Communication Blog Series…
What does a 10 year-old boy and his fig stand have to teach us about marketing? Pretty much everything, as it turns out…
I recently came across the story of Evan Sweitzer when he was featured on The Ellen Show. Watch his full interview below for some of the most inspiring five minutes you’ll ever spend:
Evan is a cat-lover. Every year, he donates his saved allowance money to his adopted charity, Philadelphia-based City Kitties. Not only that, he fundraises by selling figs (from his garden) in the summer months. Last year, Evan raised $110 for the non-profit, and sent the donation along with his annual letter.
When Ellen DeGeneres, herself an animal lover, heard about his story, she had to have him on her show. And there, she surprised the amazing boy with a $20,000 cheque from pet food company Fancy Feast to donate to City Kitties!
This got me to thinking about what SMEs can learn from Evan and his fig stand.
1.You can’t beat passion.
When you are as passionate about your products or your customers the way Evan is about figs and cats, you’re on to a good thing. People gravitate towards authenticity, and on the flip side, steer away from the fake. You just can’t help but like Evan and want to see him succeed. Same goes for your business, if you are yourself and don’t go into corporate speak when marketing yourself, people are more likely to respond to you.
2. Find the figs in your business.
In the fruit world, figs are kind of unusual. And so they stand out. If Evan had fundraised by setting up a lemonade stand, the story just wouldn’t have been as interesting. So take a look at your business to spot the figs – the unusual elements – in your day-to-day operations that might be interesting to others.
3.Small fig, big returns.
Evan had no idea when he set out on his philanthropic journey that his modest donation would turn into a mega $20,000 cheque to rescue cats in West Philadelphia! So I guess the lesson here is to dream big – you never know what is round the corner, and when that piece of marketing you did – whether it be an email newsletter or a Facebook post – could go viral.
4. Find avocados… I mean advocates!
I bet City Kitties thanks their lucky stars every day for having Evan’s support. His big-hearted act not only put him in the spotlight, but it also highlighted City Kitties’ mission and the plight of stray cats in the United States. If you know of a customer who is particularly passionate about your product, or have come across someone whom you think would be a great ambassador for your product (they don’t have to celebrities, whether A-list or C-list), talk to them, and cultivate that relationship now! At the end of the day, the most powerful form of marketing is through word-of-mouth. Nothing quite beats a friend recommending a friend.
On that note, I’m feeling a bit peckish and might just break into that fig and honey ice cream calling out to me from the fridge!
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LEONIE ORTON is a professional writer and
marketing communications expert. She connects
companies with the customers they can make a
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