Good LSM: Doing Good with Donuts
In our series “Good LSM, Bad LSM,” we share real-life examples of both good and bad Local Store Marketing (LSM) we see as we’re out and about to help you in your marketing and sales driving activities.
This week we’re sharing some fun ideas from the newly opened Sugar Shack Donuts in Alexandria, VA. We stopped by this week to see what they were all about, and found more than just delicious donuts!
Local Marketing Tactics
Local Relevance
Located near the historic Old Town district, we love how Sugar Shack has incorporated a cartoon George Washington into their t-shirts and decor! Additionally, we hear they are looking to partner with local brewery Port City to create yummy donuts infused with the local brews! Considering that they have a few locations in nearby Richmond, VA, these little details will help tie the business to the community.
Personal Service
One thing we noticed was that the bakery cases aren’t labeled with what types of donuts are available. When we asked why, we learned that since the offerings change daily (and even hourly), they would prefer for an employee to explain the different donuts to customers so that they can help the customer choose the right donut for them, without confusion. In fact one of their mantras is #nolabels. Personal pastry service… we love it! That’s customer service.
Daily Freebie
With their official grand opening happening this Saturday, January 24, they’ll kick off their Freebie o’ The Day program, in which they’ll post a challenge to customers via social media. Complete the challenge and customers can win a free donut! Their Grand Opening challenge is for customers to take a selfie of themselves at Sugar Shack, and post it to their social media feeds. What a great way to spread the word about your grand opening!
Giving Back
Part of the kitchen employs women from a community program called Together We Bake – helping women get workplace training and experience. So, not only are they cranking out delicious treats, they’re enabling local women to improve their lives. How awesome.
What do you think about these awesome (and simple) marketing tactics? Ever put any of them to work for your business? Let us know in the comments section below!
