It is Stampede week in Calgary, Canada. The city is filled with its signature energy that is derived from dusting off and “dressing up” in our cowboy and cowgirl gear, lighter business demands in many companies, nightly fireworks, an influx of tourists, July sunshine, free pancake breakfasts and many networking gatherings.

As I was driving north of downtown this morning, I spotted a sign, “Free Ice Cream for all children during Stampede.” As I was in traffic, I was unable to stop and see what the primary business was.

But it reminded me of a brilliant marketing, revenue-generating and brand-building example. Our children grew up in southwestern Ontario. Twenty minutes from our home was a Baskin-Robbins. It was a stand-alone store. There was nothing else to draw us to that location. But…one summer evening when we stopped in the store, there was an offer to sign up for free ice cream every year for one’s birthday, for children up to age 13. Of course, we signed up.

Every year, the coupon would arrive in the mail about one month before each child’s birthday. This generated lots of excitement – from both kids. Because, of course, we were not going to take just one of the kids for an ice cream. We were going to take both when we went for the free cone and often, my husband and I would both go, so Baskin-Robbins was guaranteed two and often three sales for that one free, child-sized cone.

We told others about it. The kids told their friends. It generated goodwill and our loyalty to Baskin-Robbins for several years.

Any business can offer this – big or small. Many financial institutions offer a free iPad when you open a chequing account. They know that if they have your chequing account business with your automatic withdrawals and bill payments, you are likely not going to change banks, due to the hassle. The banks know this. Confident consultants offer copies of their books at speaking events to share their expertise. They know that book sales are not the goal. Sharing one’s knowledge and building a brand is the goal.

What is your free ice cream?

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© 2019 Lorraine A. Moore. All rights reserved. Permission granted to excerpt or reprint with attribution.