#657 rite of spring

Yesterday, our local Dairy Queen opened for the season.  It's an independent store in an old residential neighborhood, not one of those fancy Brazier restaurants that stays open all year.  This Dairy Queen is exclusively walk-up window and is only open from March until September.

You wouldn't think this was noteworthy, but it is.  In addition to offering the best ice cream in town -- don't ask me why they are different, but they are -- the opening of this DQ has a tradition that signifies the start of Spring.  Each year on their Opening Day, they provide free ice cream cones to everyone who comes to the store.

So, of course, I drove for 10 miles, past two other DQ restaurants, to get my free treat. And even though it was 29 degrees, there was a line of other crazies doing the same thing.  I believe it is a ritual of hope more so than wanting a $1.59 cone for free; if DQ is open, then there is some promise for warmer weather.  For me, it is more reliable than Phil's shadow.

This tiny old storefront has to do something to generate business with the locals since only those who are residents would ever find them to patronize the place.  So they run one little ad and give away free cones.  The word of mouth it generates is good old fashioned social media -- people talk about this DQ being open and many frequented there last night.  One bite reaffirms what they have known all winter, that this DQ really is better and worth the trek across town to get it.

How can you establish your presence in a crowded marketplace by doing something that generates buzz and good will?  What can you do in your organization that becomes an anticipated tradition?  Perhaps giving away ice cream cones could work as a strategy for you too?  Everyone loves a free smile!

-- beth triplett
leadershipdots.blogspot.com

@leadershipdots
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