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 | | | | been replaced by various community projects.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