I walked my dog this morning. Of course, I walk my dog just about every morning. Part of our routine is to stop at the coffee cart on the corner. We could go to Starbucks which is only a block away but I like the coffee cart guy. He knows my usual order, large coffee with hot chocolate mix (a poor mans coffee mocha) and he practically bubbles with good cheer. After he makes my chococoffee, he glances down at my furry companion and spouts “hello doggie doggie”. Its a quaint little routine and yet illustrative of Marketing for Good on a micro-scale. The coffee cart guy engages Pinky (my dog) and I with his good cheer creating a perfectly pleasant one minute experience. It is a little more than expected and his good cheer is contagious, something the other folks I run into later in the day usually appreciate.
Starbucks also has a “Pay it Forward” program running now called Cheer Pass. Here’s what Starbucks says about it on CheerPass.com: “Want to put a smile on someone’s face? Download your unique Cheer Pass now and start spreading the cheer. Do something nice and pass along your Cheer Pass to your friend, family member, colleague…or anyone you deem to be cheer-worthy.” I like this idea and so it seems do a lot of other people based on the number of stories posted on the site. It seems to touch just the right chord, encouraging niceness without being preachy. Because of Starbucks track record of doing Marketing for Good (Ethos Water is a great example), the Cheer Pass idea should avoid criticism from the cynics who struggle with the idea that successful companies can also have a social conscience.
In a season when crass commercialism runs rampant, a simple “give a little, get a little” message goes a long way in my book. Cheers to Starbucks and my coffee cart guy. Pass it on.