In an article featured in The Telegraph, business guru Daniel Pink discusses the Buy One, Give One Away (BO-GOA) model made famous by TOMS shoes. TOMS promise is simple: “With every pair you purchase TOMS will give a pair of new shoes to a child in need. One for One.”
BO-GOA , explains the article, “‘is a model where the consumer can continue to reap satisfaction as the shoe gets worn. Most other consumption causes a decrease in satisfaction, as products become obsolete and head towards landfill.’ As a result, the giveaways, though costly, increase customer satisfaction and deepen loyalty.” TOMS isn’t the only company to have successfully implemented a BO-GOA model: Warby Parker donates a pair of glasses for every pair sold, and Happy Blankie gives away a blanket to a needy child with every bedcover sold.
While giving a parking space to someone in need for every parking space purchased doesn’t seem practical, parking companies can implement goodwill practices that create customer satisfaction. For example, in April 2012, the Parking Authority of River City (PARC) spearheaded free parking for a special event in exchange for donations of non-perishable food or toiletry items. The donations were to be distributed to needy individuals and families. The results were astonishing. Hundreds of people donated items in exchange for free parking.
It seems to be popular consensus that no one enjoys paying for parking. But in Louisville, people paid for parking with donations that probably cost more than the usual parking charge because they knew they were helping someone in need. I bet the next time one of those customers has to choose between a PARC facility and a competitor, they’ll choose the PARC facility because they’ll remember their feel-good experience there. Similar to a BO-GOA model, this situation allows the customer to reap the satisfaction weeks after the parking transaction.
With immediate marketing benefits through free social media marketing, goodwill examples like these will help your organization set itself apart from the competitors while also helping someone in need.