I had coffee with a friend who has a fantastic bakery business called Anna’s Gourmet Goodies. Chris and I connected many years ago when we connected through a mutual friend. Since I had a bakery business in my past life, we always find fun things to talk about and to share ideas on marketing.
This week, Chris shared with me a wonderful story about a restaurant in Boone. He had taken his daughter Anna to college and had a great experience at the FARM café.
The story he told me about this restaurant is reminiscent of my recent post about Carroll’s Kitchen opening soon in Raleigh. He wasn’t sharing a story about the food but the story of their higher cause or mission that this restaurant serves
F.A.R.M. stands for feed all regardless of means is a 501(c)3 created to help feed the hungry. Volunteers staff the restaurant and patrons pay whatever they can afford. No one has turned away. If you don’t have any money, you can work in the kitchen washing dishes or chop vegetables. They fund the F.A.R.M. through donations, fundraisers, corporate and personal donations and money earned through the sale of food.
Marketing Stories
Today, brands have to go beyond their products to get customers to share information about what they do. Yes, I will share news about an excellent product that is different, but I am more likely to share stories that have a purpose beyond the transactional. I’m liable to share stories about unusual experiences where a retailer understood my pain, my problem and what I needed.
No matter what your company makes or sells, your story is a vehicle for connection. It is the means by which those who are fans, will spread the news about your business.
If you are responsible for the marketing for business or work on a marketing team, how much time are you spending crafting an authentic, shareable story that can fuel awareness and create new levels of interest? Tactics come after strategy. But, before the strategy is the purpose.
Why are you in business? If it is just to make money, that story is old news. You need to tell customer’s a story that shows you understand what matters to them if you want them to share your story with their friends.
Watch this video and get inspired.
Once upon a time there was a marketing guy who helped people to tell their story. Let’s chat. 919 720 0995.
Photo and Video courtesy of F.A.R.M Cafe.
