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