Founder and Chairman of Destination Athlete; expert in Franchise Leadership, Business Development and Commercial Business Model Innovation.
My company believes sports can bring people together and teams can achieve winning outcomes when everyone involved has everything they need to succeed. Based on my experiences, there are a few things businesses can do to successfully engage their community.
1. Identify areas of impact.
First, you need to determine where you can make a difference. At my company, we focus on community engagement in four areas: volunteering at sports events, a local partnership with Special Olympics, a national scholarship program for student-athletes and corporate team giving that provides new equipment or uniforms to underserved communities. Established customer relationships can provide first-hand knowledge of the needs at hand. A localized business model, such as ours, allows for face-to-face sales and service, and from those interactions, you can glean personalized solutions. Ask yourself a few questions.
• How well do I know my customers outside of business?
• What is the customer’s most important need?
• How can I help my customer achieve desired goals?
• Does my customer know that I care about their success?
2. Recognize the value of giving back.
Time is valuable, but giving back is priceless. Getting involved in the local community has many benefits, both personally and professionally. It enhances the partnership between your business and the people you serve because it demonstrates that you care. Members of the community will likely develop a more positive image of the company since they know you are listening to their concerns. And connecting with customers on a personal level maximizes potential sales while maintaining customer loyalty.
We consider giving back to the athletic communities we serve an integral part of how our company builds relationships and, in turn, understands the needs of our customers. Community connections can drive business growth, expand your customer base and help your company establish a stronger presence.
3. Share stories.
We collect stories and photos of any volunteer within the company and share them across various social media platforms, newsletters and website blogs. Sharing these positive impact initiatives also makes for a great marketing tool. Relationships with the community keep the message relevant and help promote a positive image for your brand.
4. Recognize team members who go above and beyond.
Each year, one of our franchise owners receives what we call the “ACE Award” at our annual corporate meeting. The recognition of “athletic community excellence” among peers demonstrates the importance of supporting those who have supported us with their business. This meeting is a gathering of franchise owners with awards at various levels of performance, and we feel peer recognition goes a long way. In addition, our ACE Award recipient is recognized in a dedicated section of the company newsletter and highlighted across our social media platforms.
In a fast-paced world where technology offers communication at our fingertips, don’t forget the simplest approach to helping your neighbor or customer: giving selflessly when it matters most. Connections are made in the communities we serve every day. A handshake as a gesture of appreciation, rolled up sleeves ready to work and the heartfelt desire to help others succeed is a playbook for the win.
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