Every market is an ecosystem.
An ecosystem is a web of relationships.
Relationships are strongest when everyone is thriving.
Economics and ecology aren’t that different: whether you’re thinking about a healthy stream or a thriving local scene, the health of each individual helps support the health of everyone around them. The key: we’re all interconnected.
We believe that good marketing helps businesses grow by increasing the health of the ecosystem, and that the way to do this is by taking good care of the web of relationships.
But what does this actually look like in practice? Here’s our two cents. (Four, actually.)
- Business Symbiosis
You remember the term from biology: a relationship that’s beneficial to everyone involved. You probably recall some of the unlikely ones, like the birds that sit inside the crocodile’s mouth and clean its teeth. From our perspective, the unlikely pairings make really good sense: an auto mechanic and a real estate agent, for example. We like to help businesses across markets forge relationships that gain everyone exposure and make customers feel appreciated.
With our approach: the mechanic offers a discount, the real estate agent thanks all their contacts with the gift of an affordable oil change. The mechanic gets more business. The agent gets appreciation and is remembered. Everyone wins.
- Trust Is The Hardest Currency
When a gift “offer email” appears in your inbox from someone you don’t know, you delete it: it’s spam. When it’s from someone you trust, you meet it with appreciation and curiosity. Trust is what makes the whole mechanism work. No matter if we’re talking about connecting businesses across markets, keeping businesses in touch with contacts, or referrals between customers, trust is the fabric that forms the relationship.
- Give Discounts, Not Handouts
This might seem counterintuitive, because who doesn’t like free stuff? But we’re thinking about the health of everyone involved, and that includes the businesses. Thus, we’re not one of those “daily deal” sites doing 95% off something where the business should take losses to get new customers. We’re interested in connecting new customers to a service they’ll use again because it’s excellent in the first place!
- Getting More Exposure Is A Group Effort
We help businesses grow through word-of-mouth and referrals. Offering a gift to your contacts makes sure they remember you and makes them more likely to refer you. But it also helps the local business whose gift you’re offering: it puts them in touch with as many new customers as you have contacts.
If you or someone you know shares these values, we’d love to hear from you.