A local client of mine, Derek Berkes, owner of Waiter on the Way recently approached me because of my being listed on the “101 Connectors of Northeast Indiana” that Leadership Fort Wayne put out.  He asked me to help him get more connected out in the community.  Like many local business owners, he has been primarily involved in the day-to-day operations of the business and beyond going to and from work, doesn’t get out much.  He told me he has a passion for Fort Wayne and wants to give back to the community and at the same time get known for who he is, what he is passionate about, and what his business does.

His business, historically, has done the typical marketing push campaigns, whether it be giveaways at the Tin Caps, email blasts, billboards, etc.  What he hasn’t done yet is tell the story of the company and get out there in a leadership capacity to help promote his business.

As we met for an initial meeting about this topic a few weeks ago, I developed a game plan for figuring out how and what to get involved in.

Here is what I said:

First, we should look at what your primary target market demographic is (i.e. individuals, families, businesses, ages, business sizes, location in town, etc.)

Second, let’s explore what you’re passionate about (i.e. sports, food, animals, community, arts, government, etc.)

Third, which of those passions does your target demographic also get involved in?  At this step it will require some research and brainstorming (Google will help with this), to find out what types of things he should get involved in.

Fourth, how does Social Media tie in to all of this?  Instead of only blasting out sales messages, how do we engage potential customers and particularly in those targeted demographical interests to gain attention and some level of trust.

Fifth, reach out to those organizations, get involved.  Brainstorm things to tweet and post about on social media channels, etc. to display your message.

What do you think?  Have you ever gone through a process like this?  What would you change?  I’d love to hear your feedback.

Have we met?  If not, let’s grab coffee and share some tips!