'Civic Marketing'- the kind practiced by people like Ben & Jerry- is one of the newest business buzzwords. But even the smallest businesses can use community out-reach as a low-cost, high-impact marketing tool. Here's some information about it:
* The benefits of civic marketing are plentiful. It raises community awareness of your business, build customer and employee loyalty, helps you stand out from your competitors, and positions you as a community leader.
* Select your causes carefully. Look for ones truly meaningful to your community, your industry, or your target market.
* Depending on your situation, you can donate money, time, or resources. Some business owners encourage their employees to volunteer at the charity or cause of their choise. Others may establish scholarships for high school or college students.
* Whatever your involvement, don't forget to use public relations campaigns, promotional signs, or in-store displays to let the community know what you're up to.
By Entrepreneur Magazine's Rieva Lesonsky. Excerpted from The Great big Book of Business Lists by Entreprenrur Press.
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