Cindy Lou Who is a local mother of 4. She needs groceries, haircuts, clothes, snacks, entertainment and a lot of help from Mr. Lou Who. Cindy's greatest getaway is Lou's Salon, the one just past Famous Tim's Bar and just before Stangood Pizza. Cindy loves Lou's. Not even so much for their service. Honestly, it's par for the area. It's the atmosphere, the escape. Cindy loves Lou's for the moment abroad. She loves Lou's so much that one day she finds herself signing up for their e-mail list. Any excuse to visit Lou's is a good one, so she signs up for excuse alerts.
Lou goes home that night, pours a glass of wine and checks his e-mail. 1 new e-mail - Cindy Lou Who. Cindy has joined 126 other loyal escapees on the e-mail list. It's an exciting development in her life. The new e-mail gets Lou thinking, though. He wants to give more to his loyal patrons. He understands them so well. He personally recognizes each person on the list. Cindy, Jenna, Chrissy, Billy, more. All 127. He knows Jenna has kids, and Chrissy does too. In fact, nearly every one of them has kids.
I wonder if Stan, over at Stangood Pizza, would want to give them something on here.
So Lou gives Stan a call at home. Stan's an old friend, and he's in his pajamas at 7 o'clock, watching Doctor Who reruns sipping Hot Cocoa with his wife and son. He would love to send Lou's customers a little something in the e-mail blast. Heck, he doesn't even have an e-mail list of his own, but he would love to be part of one.
Stan, I think a lot of our customers are the same. You know Cindy Lou Who? And Billy Bean? and Jenna Jones? and etc. etc.? That's who's on this list, and I'm trying to give them a little more than they're expecting. Something for the kids.
Stan slurps his Hot Cocoa to max volume, sending chills up his son's spine, and tells Lou to throw on a deal - 20% off pizza if you show your receipt from Lou's. That's right, getaway at Lou's and then avoid cooking that night. Come home with a box a pizza to a crowd of smiles, for 20% off.
Back to Cindy. It's been a few weeks, and she's doing what Moms do. Mr. Lou Who is standing on his head, doing cartwheels, picking the kids up between work. They're making it happen. Amidst the chaos, when the kids are off to bed, Cindy sees a light in the distance. It's her computer. She's received an e-mail.
The outside world...I, it's been so long.
Exhausted and disoriented from a 400 hour day, she opens Lou's e-mail and sinks in her seat. Tomorrow, the spa, and I'm not making dinner. Lou has gone from escape to savior, and Stan has a customer tomorrow for the pleasure.
Local businesses are privileged to know their customers unlike any other enterprise. Often times your customers have similar issues, issues they shop locally to solve. Collaboration is the way to maximize your awareness and deliver unparalleled value for a friend, neighbor or shopper. When you ask 'how's the family' or 'how's work', you care about the answer. When you collaborate in your e-mails, or Facebook posts, or Tweets, they become something more. Customers start to care about the message.
Did we mention you can collaborate using the Social Local Platform?
Happy sharing.
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