It’s the season of gift-giving, but we have a client that gives gifts nearly every day of the year.
Grand Home Furnishings is a 19-store furniture and mattress retailer with locations in Virginia, West Virginia and Tennessee.
Since 1953, they’ve given a free 8-ounce glass bottle of Coke to everyone who walks through their doors.
It started as a nice gesture; a way to thank people for coming to the opening of their new location. But the gift was so well-received by the thousands of people who stopped in that first weekend that management decided to hand out free Coke every day at every store.
Now, Grand Home Furnishings gives away more than 1,300,000 bottles each year!
You might think that represents a huge expense, but the people at Grand Home Furnishings don’t. To them it’s a worthwhile investment.
- It’s a tangible way to say “welcome.”
- It’s the daily perpetuation of a charming seven-decade tradition.
- It’s an easy way to put a smile on a visitor’s face and maybe even begin a long-term relationship.
- It’s a unique branding tool that helps the company stand out, not just among their direct competitors, but among all stores in the markets they serve.
And if those positives lead to a sale - or many sales over the years - then the modest cost per bottle is a small price to pay for the acquisition of a customer.
Here’s what Grand’s founder George Cartledge, Sr. said about the ongoing giveaway. "Let me emphasize how important it is to give out Cokes with enthusiasm and a smile. Don't ask customers if they want a Coke; greet them and hand them a Coke when they walk in. It puts them at ease. Our image has been created by the Cokes we give away.”
Mr. Cartledge continued, “Remember, when a customer walks in our door, they are doing us a favor and we should treat them special. Of all the things we do, handing out Cokes is one of the most important. It is the best advertising we can get."
“It's no different than when someone comes into your home,” said Grand’s Director of Advertising, Mike Virok. “You offer them something to drink.”
In the spirit of appreciation, what can you give to the people who come to your store or visit you online?
Sure, you could hand out promotional items that relate to your main service. Or you might partner with a neighboring or complementary company to promote their brand by sharing samples of their products with your customers while they do the same for you.
You don’t need to give a physical item, though. Could you provide easy, free access to your new research on every page of your website? Maybe a no-charge review, check-up or audit? Or are you willing to offer a commitment as human and meaningful as eye contact, a handshake, and your undivided attention?
