This summer, Eugene and Mark Cerkownyk had an idea. Instead of waiting for the cottagers of Lake Muskoka to leave their deck chairs, get into their car or boat and travel to Bala, Ont., where their upscale food and butcher shop is located, the brothers decided to go to them.
“Summer only lasts a few months and a lot of people don't want to leave their docks. They just don't feel like making the trip,” says Eugene, owner of the Cottage Butcher, a one-time bed and breakfast that they purchased and transformed into a butcher shop and gourmet foodie paradise in 2005. “Plus, Muskoka cottage country is big – not everyone makes the trip into Bala and a lot of people didn't know we existed.”
Thus was born the Cottage Butcher pontoon boat. Much like the blade-sharpening truck that travels through city neighbourhoods, the newly launched seven-metre boat decked out with the store's logo and two freezers and a fridge packed with gourmet meat travels set routes through the many islands and bays of Lake Muskoka. For eight hours each day, Thursday to Sunday, cottagers await the arrival of their gourmet dinners. Some opt to flag the boat down and select from what's in stock. Others pay in advance for customized orders to be delivered on a specific day.
Regardless, the new service has proven to be a big hit. “Our business has grown significantly since we launched the boat,” says Eugene. “And the word of mouth has been incredible – so many new customers come by our store in Bala, but now they know us as the butchers with the boat.”
Building a connection with the butcher shop, customers now routinely drop by to say “hi” to the resident expert butcher, Wally, who has built a loyal following among locals and cottagers for his knowledge of food and outgoing personality.
The Cerkownyks' experience once again demonstrates that public relations is about more than just media. Simply coming up with new and innovative ways to get your brand in front of your key audience, and letting your best people take centre stage, can pay big dividends.
Not all businesses will find it as easy to get noticed by their customers, but they can still take a cue from the Cottage Butcher and harness the power of word-of-mouth. Make an effort to find out where your customers are – be it through local functions, charity events, business networks or associations.
Next, think of creative ways to get their attention, ways that also take advantage of your expertise and resident personalities. The key is to give your audience something they need – a lesson, tips, advice, newsletter, video – and make sure you and your brand are seen as indispensable. Finally, give it time. It will take time for the Cottage Butcher to cover the costs of its pontoon boat, so don't expect to make a big splash overnight. It's a long-term but worthwhile investment.
We've all made a purchase decision based on word of mouth. The lesson the Cerkownyks learned applies to us all – that there's no better time than the present to do something that will get people talking.
