Using 'Funny' and 'Free' to Save your Customers

On the way into work, I debated whether I should stop and get gas. There was a long line and I only had a quarter of a tank and a 30 mile commute to get home. Despite the price gouging $4.19/gallon, I pulled over into the ditch to wait my turn. Since it took me an hour to get to a pump, I had plenty of time to study the desperate driver's faces in the other cars: some probably late for work, others with children in the backseat (who I'm sure were late for school), and many contractors who would be out of work for the day without gas in the tank. Each face was different but on most, I saw extreme impatience and frustration. This magnified when a car would doddle at the gas pump or a patron would go inside looking for snacks as if there were not 50 cars lined up in the rain.

It seemed to me that the gas crisis mixed with a falling stock market and billion dollar bailouts on wall street undoubtedly have the average american a little ticked off.

This experience gave me an idea about small business marketing. Wouldn't it be nice if our businesses could be the bright spot in the day of the average american? Now is a unique time in history where a small act of kindness could really go a long way in the business realm. Consumers are getting busted from every angle and YOU could be the one business transaction that actually leaves them feeling happy.

Here are some ideas that I came up with:
1. Offer a "gas relief" hot dog lunch. Invest about $50, set up a grill in your parking lot and a few balloons with yummy condiments and give away free hot dogs to whoever stops by.
2. Launch "Customer Loyalty" programs that reward customers with fun prizes and discounts.
3. Add a dose of humor to your customer service department. Encourage your employees on the phones to be light, funny, overly courteous and helpful.
4. Offer walk-ins a free snack while they wait to be serviced. Make a couple batches of chocolate chip cookies and a pot of coffee. Put up a sign that says "Take a Sweet since the Economy is Sour."
5. Go the extra mile to be more patient with customers. You never know what someone is facing, especially during these uncertain times. Try to listen before you speak and go out of your way to make someone's day. They'll remember your kindness and remember your business.

Small businesses are the heart of our nation. If we take a stand to be the bright spot in the lives of our customers, we may just be able to make a difference.