| Many years ago, I lived in Vermont when a new | | | | tradition of summer movies had been replaced by |
| home-made ice cream store opened its doors. | | | | various community projects. |
| The ice cream stand, located in Burlington, was in a | | | | Now, the ice cream owners sponsored concerts, |
| gas station that had long ago been abandoned. This | | | | festivals and fairs and continued to give back to the |
| was not a fancy operation. This was very bare bones. | | | | community. They made a point of supporting local |
| It was functional without a lot of fluff. | | | | farmers. All of the milk and produce that went into their |
| Behind the counter were several ice cream machines | | | | ice cream was always purchased locally, first. |
| that looked like they could barely work. The machines | | | | After a few years, the demand for their ice cream |
| squeaked and moaned as they turned, creating | | | | increased. First demand increased in Vermont, then to |
| home-made ice cream. | | | | neighboring states, and finally across the country. |
| The people behind the counter had a passion for what | | | | Pretty soon their products began to show up in |
| they were doing. They eagerly served their customers | | | | grocery stores as well. |
| whatever was requested. Each customer was | | | | When Ben and Jerry's were big enough to start selling |
| treated as if they were special. A nod and a smile or | | | | stock, they had state-wide community meetings. The |
| positive comment accompanied each item sold. | | | | initial stocks (Initial Public Offering) were sold first, |
| Slowly by slowly the business grew. Ice cream cone | | | | through these community meetings. Any Vermonter |
| by ice cream cone the word went out: if you want to | | | | who wanted to buy part of Ben and Jerry's company |
| get great ice cream, you need to check out Ben and | | | | was given the opportunity. They always remembered |
| Jerry's. People flocked to the ice cream store. Soon, | | | | the local community. They never forgot where they |
| lines out the door were common. Ben and Jerry were | | | | came from and their mission. |
| advertising their product with powerful, word of mouth, | | | | Ben and Jerry became very successful but never |
| viral marketing. | | | | forgot they started in that abandoned gas station all |
| The reason for their success was more than just the | | | | those years ago. They always thought of their |
| ice cream. They gave back to the community. The | | | | customers. They continued to give back to the |
| owners started a tradition during the summer by | | | | community. They capitalized on word of mouth |
| showing free movies once a week. The movie was | | | | advertising and fierce brand loyalty. |
| projected on a wall outside the ice cream stand. This | | | | They practiced the law of reciprocity. If you give |
| became a much anticipated community event. Crowds | | | | something, you will get something. They always |
| showed up for every movie, with blankets and beach | | | | remembered their customers. They gave much to their |
| chairs. They turned the parking lot into a miniature | | | | customers and they got much back in return. |
| drive-in theater. The crowds ordered a lot of ice | | | | The lesson here is clear: have passion, then, take |
| cream. They all told a lot of their friends about Ben and | | | | action. |
| Jerry's. Now their marketing message was spreading | | | | Ben and Jerry had big ideas that took their company |
| like a virus. | | | | to the next level. |
| I left Vermont and moved back several years later. | | | | Always remember your customers and the power of |
| The ice cream stand had moved down the street to a | | | | word of mouth advertising. |
| brand new location. Business was booming. The | | | | Remember always, the law of reciprocity. |