I received a delightful text message this past weekend. It was about my youngest son providing personal customer service at our family’s 65-acre choose-and-cut Christmas tree farm.
“Kate, I just returned from getting my tree. Your son took me out on the tractor and drove around to help me pick a tree. He treated us to fun stories about the farm, had amazing people skills and was lots of fun.”
Wow. I was elated! More kudos came in via Facebook posts by customers. One even included a series of photos of both my sons helping their family choose a tree. Both boys so enjoy the tradition of working on the farm during “tree season,” as it is known in our family. Customers post about the great customer service they received, or about how one of my sons was relaying the history of the tree farm his grandfather established in the late 1950’s.
Family traditions evolve
Tree season starts the weekend before Thanksgiving and ends promptly at noon on Christmas Eve day. The tree farm has been in the Paine family since the late 1950’s and is well known throughout central Vermont. It has grown (pun intended) over several years and boasts over 2500 customers each year.
Whether it’s our family who owns and operates the farm or the families that have been coming to Paine’s over the course of three generations, getting the Christmas tree is a family tradition. As I observe my boys during this time each year, I see the pride they show in being part of such a rich tradition. They have such fun this time of year; they enjoy making people smile and seeing their friends and neighbors from the community. It’s hard work but they see the rewards of their labor by greeting all those who come to visit.
Friends and family tease me that the reason my sons are so adept at customer service is because their mother is in the public relations and marketing industry. As one friend said to me: “The fig doesn’t fall far from the Newton.” While I belly-laughed at that remark, I’ve reflected – especially this year – on the importance of tradition. In fact, I related my reflections to how it ties into the world of PR and marketing for business.
Traditional marketing practices evolve
Just like family traditions evolve over time, marketing practices – or traditions – evolve with social culture, technology advancements and other changes in the world of business. Ask yourself: “Are my family traditions still alive?” I’d bet that your answer is “yes” – in some fashion. Is traditional marketing still alive? I would argue that it is alive and well, too.
Let’s return to the text message I received about the customer service provided by my son. It all comes down to customer service. Knowing your audience. Providing information that will be appreciated and helpful to the customer.
Traditional methods of marketing generally included one-way dialogue to your customers through advertising on TV, radio, in newspapers, magazines and even the telephone book (remember the “Yellow Pages”?). For many years, when individuals read newspapers and used telephone books daily, these were some of the most popular marketing channels. However, given our technological advances, this has rapidly changed. Most people now get their news or look up phone numbers online, and they no longer subscribe to actual magazines anymore but receive them via digital subscriptions for their laptop or tablet device.
Happily, in Vermont, one marketing tradition – that of the community newspaper – is still pretty healthy. In fact, those same community newspapers have evolved to provide online access, relevant community information or value-added services (e.g., tourist information).
The tree farm only advertises in one community newspaper and has continued advertising on an independently owned radio station over the past 15 years. It’s a tradition. Even though regular customers have been coming to Paine’s for years, they always mention the radio ads and say that it gets them excited for the holiday season. They bring photos of their tree from a holiday card the previous year or stories about their neighbors being jealous of the perfect tree they found at Paine’s.
Even with our technological advances and our fast-paced lives, the importance of traditions is vital. While we’re bombarded each day by all the hustle and bustle, traditions are still the foundation from which we can build. Whether it’s a family tradition to stay connected with friends and relatives, or a good old-fashioned marketing tactic to enhance relationships with your customers, they both work to create a solid bond. What’s your favorite tradition?
