Think Before You Contribute
Don't let your marketing ambitions show too nakedly behind your efforts to build community good feelings.
A local Hooters bar and grill--a chain that touts the buxomnessof its waitresses--decided to garner some goodwill by giving $5,000to a local rape crisis center. The political forces in theuniversity town soon raised an outcry against the mixed messagesinherent in the gift. The crisis center publicly gave the moneyback, and Hooters gained a black eye rather than community praise.Consider how your contributions might be viewed by people who maydisagree with your business.
Excerpted from Knock-Out Marketing: Powerful Strategies to PunchUp Your Sales