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