Non-profit | The Barefoot Spirit

Why Your Business Should Take an Active Interest in Your Parks

Michael Houlihan & Bonnie Harvey — Thu, 04 Feb 2016 18:00:37 +0000

These days parks across the country are underfunded. In fact, if all the local volunteers who donate their time to provide access, management, funding and maintenance suddenly quit, the parks would have to close down. In most states, parks are kept open only due to the love and care of local residents and non-profit members. Many who vote against additional funding for the parks argue that the locals benefit the most, and therefore locals should provide most of the support. But there is another group that benefits greatly from the existence of well-maintained and well-managed parks. It’s local business owners and their staff!

How can your business benefit from the parks? Several ways, not the least of which is recruitment. At the higher end of the pay scale where specialties become scarce, you are competing for qualified candidates from all over the country. Country wide, other businesses are doing the same.

Many of these candidates have families. Aside from the job, the benefits, and the career opportunities, they want to know what the lifestyle is like where you are asking them to move. They want to know about the obvious – good schools, low crime, good neighborhoods. But they also want to know about recreational opportunities, such as the parks and open space. Before they make any career decision, they want to know if they and their family will be happy and healthy in the new area. It may be more important than the compensation offered.

So now, from a Human Resources recruitment standpoint and from an employee’s tenure and loyalty standpoint, the parks and open spaces near your business are critical in attracting and keeping the talent you want to hire. Parks and access to open space can be the deciding factor in the candidate’s decision to work for you.

Your HR people should already be aware of the natural attractions immediately surrounding your place of business. But do you, as a business owner, contribute your fair share to this local resource you depend upon? Or do you take it for granted? Maybe you think, “I pay my taxes, so the government should provide these services.” If you do, you haven’t been reading the news. The parks are considerably underfunded and have huge backlogs of deferred maintenance. The parks also are now dependent on volunteers to help with management and maintenance. Chances are the trails you walk on in your local park were built and maintained by a local non-profit.

We believe all businesses have a responsibility to help support the parks that are supporting their communities. You can do this by writing a big check, which would be very welcomed by these non-profit groups, but there are other ways, too.

You company already has heath programs that involve some kind of exercise to keep employees in shape and reduce medical costs. Why not join an organized group to do clean-ups, trail maintenance, and ecological restoration projects in your nearby parks? Your people will love it and you will be helping to pay the parks back for their positive influence on the recruitment and tenure of your staff.

If your business or your affiliates are in construction, building materials, engineering, water, or maintenance, you can donate supplies to the parks and take it as a tax deduction. It will reduce their expenses and be very well received. Further, most parks will allow signage that says donated by your company for all visitors to see. Now you are improving your company image!

Time for your business to say “Thank You” to your local parks that make your business a more attractive place to work!

Who We Are

Michael Houlihan and Bonnie Harvey co-authored the New York Times bestselling business book, The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand. The book has been selected as recommended reading in the CEO Library for CEO Forum, the C-Suite Book Club, and numerous university classes on business and entrepreneurship. It chronicles their humble beginnings from the laundry room of a rented Sonoma County farmhouse to the board room of E&J Gallo, who ultimately acquired their brand and engaged them as brand consultants. Barefoot is now the world’s largest wine brand.

Beginning with virtually no money and no wine industry experience, they employed innovative ideas to overcome obstacles, create new markets and forge strategic alliances. They pioneered Worthy Cause Marketing and performance-based compensation. They built an internationally bestselling brand and received their industry’s “Hot Brand” award for several consecutive years.

They offer their Guiding Principles for Success (GPS) to help entrepreneurs become successful. Their book, The Entrepreneurial Culture: 23 Ways To Engage and Empower Your People, helps corporations maximize the value of their human resources.

Currently they travel the world leading workshops, trainings, & keynoting at business schools, corporations, conferences. They are regular media guests and contributors to international publications and professional journals. They are C-Suite Network Advisors & Contributing Editors. Visit their popular brand building site at www.consumerbrandbuilders.com.

To make inquiries for keynote speaking, trainings or consulting, please contact sales@thebarefootspirit.com.

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The Families of Disabled Veterans Have Double and Triple Duty

Michael Houlihan & Bonnie Harvey — Sat, 15 Mar 2014 22:57:34 +0000

This week we were honored to be keynote speakers for the Entrepreneurship Bootcamp for Veterans’ Families (EBV-F) at the Whitman School of Management at Syracuse University in Upstate New York.

Unlike EBV (Entrepreneurship Bootcamp for Veterans with Disabilities), the group we addressed last year that was made up of disabled veterans aspiring to become entrepreneurs, this group was predominantly made up of the wives of veterans who aspire to become entrepreneurs. These women are supporting their disabled husbands physically, emotionally, and in many cases financially. Many of them have husbands who returned home with post-traumatic stress or severe brain injuries. By therapeutically focusing on their new passion (their entrepreneurial venture), many disabled veterans are more able to cope with their new circumstances and develop a sense of pride.

But who runs the back office and the front office? Who keeps the books, collects the receivables and pays the bills? Who makes the sales? Who researches and fights to get the benefits to which their family is entitled? Who fills out the endless forms and jumps through the time-consuming bureaucratic hoops necessary to receive them? And who raises a family at the same time? Most of the time, it’s the wives of the returning disabled veterans. This is demanding triple duty few ordinary people could survive, let along excel at.

EBV and EBV-F are a part of The Institute for Veterans and Military Families (IVMF). On their website, it reads: IVMF depends on support from people like you to help carry out our mission, “In service to those who have served.”

This non-profit organization is primarily made up of former military folks who recognize the need for entrepreneurial education for families of disabled vets who want to start their own businesses or support the disabled vet’s business. This one-week intensive “boot camp” of how-to’s and tips from successful entrepreneurs is sandwiched between a month of online support and a year of mentoring to help these students become successful.

The students stay on the Syracuse University campus and attend educational events from 7am to 10pm daily. Beyond the education, however, we witnessed an additional and significant benefit. The attendees met folks with similar challenges and found out that they were not alone. They not only had a forum but found a support group. Emotions flowed as we heard over and over the demands under which these women have been placed that they never signed up for, or ever expected. Their lives have been drastically changed by the human costs of war. They have been called into duty and have risen to the occasion, loyal to their husbands and doing what they have to do for their families. These wives and families are the true unsung heroes of the war.

We went to encourage, empower and inspire these brave folks, but they inspired us. Their stories really bring home the price our veterans paid, but also the price that their families continue to pay.

Since the end of conscription that drafted our young people into the military, often against their will, we have had an all-volunteer army. Many families were relieved that the dreaded draft had finally ended and that their children were finally safe from being drafted into the war. For most of us, since the end of the draft, war and its casualties seem less close to home.

But now they are coming home and we all have a responsibility to help these brave soldiers and their families become successful and productive civilians. One way we can show our appreciation to these veterans and their families is to support their businesses in our communities. What better way to say “Thank you for your service to our country.”

To learn how you can become involved, contact Raymond Toenniessen, IVMF director of new initiatives & external relations, at 315.443.0256 or rmtoenni@syr.edu.

Who We Are

To make inquiries for keynote speaking, trainings or consulting, please contact sales@thebarefootspirit.com.

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Why Worthy Cause Marketing Works

Michael Houlihan & Bonnie Harvey — Sun, 14 Jul 2013 02:35:37 +0000

We are often asked, “What’s the difference between ‘Cause’ Marketing and ‘Worthy Cause’ Marketing?” The most obvious difference is the intention of the marketing. With Cause Marketing, the emphasis seems to be on creating an image that your company is sponsoring a particular non-profit. The intention is to show the general public that you are helping a cause that everyone agrees is beneficial. Many non-profits rely on these sponsorships to continue to do their good works. The “selling” of sponsorships is necessary to support especially large non-profits, and the big companies that pay for these sponsorships deserve our admiration.

But what about the start-ups and struggling entrepreneurs who can barely make ends meet? How can they, with limited funds, support their chosen non-profits, and at the same time create sales of their products? For smaller companies, their support is, after all, a marketing effort.

The answer we found is Worthy Cause Marketing. It’s not aimed directly at the general public as if to say, “Look, we’re doing our part, you can feel good about buying our products because we are the official sponsors of this or that non-profit.” It’s more about addressing the individual members of the non-profit, with the hope that your efforts on the non-profits’ behalf will give them a social reason to buy your products and services. Wouldn’t you prefer to support the companies that support your causes?

But if you are a start-up or a small struggling business, you are probably under-capitalized and can’t afford cash donations, let alone big sponsorship fees, or even an advertising budget. With your limited funds, how can you get noticed by the right audience who wants your product or services?

Our own company was grossly under-capitalized, just like most start-ups, and incidentally, like most of our clients and the entrepreneurial students we talk to today. We faced the same dilemma that they do. “How can we get the word out to the folks who are most likely to buy our product or services in the most efficient way?” You realize that you can’t buy a sponsorship, but you want to help and you need customers.

Worthy Cause Marketing provided an answer. We could afford to donate products and services. We could afford to take the non-profits’ message to the street in the form of signage on our products in a venue they could not otherwise access: the stores. We could afford to send our employees in to help them set up and tear down for the fundraisers. We could afford to engage in their functions and events. We became more than just sponsors – we became partners in their causes.

We chose non-profits and community fundraisers that we, and our product, resonated with. They were worthy of us, our time, and our products. We gave their members a social reason to buy our products, and we were efficient because we helped the groups who were the most likely to purchase our products.

In the 20 years of growing Barefoot Wines, we never paid for commercial advertising. We relied solely on Worthy Cause Marketing, and became one of the fastest growing wine brands in the nation. It worked for us. It just might work for you!

Who We Are

To make inquiries for keynote speaking, trainings or consulting, please contact sales@thebarefootspirit.com.

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Cause Marketing or Worthy Cause Marketing?

Michael Houlihan & Bonnie Harvey — Sun, 03 Mar 2013 02:30:29 +0000

The nation’s #1 wine brand was built without relying on commercial advertising. Instead, while building the Barefoot Wine brand, we used what we termed, “Worthy Cause Marketing.”

Every business faces the same problems. How do you get the word out about your product or services? How do you do this in an efficient, targeted manner? How do you gain a loyal following? Customer acquisition and retention can cost millions, with advertising generally the most costly. Many smaller businesses and start-ups, like us, simply don’t have a big advertising budget.

We discovered an alternative to conventional advertising that was, for us, more effective than conventional advertising.

Getting to know our customers was key to keeping our products relevant and providing excellent customer service. An examination of your customer’s needs beyond their need for your products or services can provide essential clues about what is important to them. Each of your customers has a cause that they hold dear, and many are members of non-profit organizations.

By supporting those non-profits, a company aligns itself and its products with that cause. But that’s where the similarity between Cause Marketing and Worthy Cause Marketing ends.

National non-profits have discovered the value of their logos to corporate sponsors. With their huge membership and social appeal, these non-profits know that the big boys will pay to identify with them, and today, many national non-profit organizations raise substantial funds by selling their sponsorships.

Large companies can show their customers that they care by providing those sponsorships. However, simply “buying” a sponsorship is out of reach for most start-ups. And, sponsorships are generally sold on an annual basis, so one company can be the sponsor this year and another the next, sometimes discouraging loyalty.

We discovered, however, that we could offer support beyond funding to causes that were worthy of our time and energy. These were causes that our company, our product, or we ourselves naturally resonated with. We made up for our lack of funds with passionate support in other areas that were just as, if not ultimately more, valuable to the non-profit.

We gave them our products, services, and labor. We used our access to the market to help them get their word out, and yes, even helped them raise funds. Instead of buying a sponsorship, which we couldn’t afford anyway, we set out to become active members, promoters, and participants in their cause. This approach also helped build positive company culture because our people knew they were making a difference when they helped at fundraisers.

We focused on small rather than large, local rather than national, and at the time, relatively unknown rather than well-known non-profits. We focused on marginalized groups that supported equal rights or conservation that were not yet mainstream and were considered radical. They were particularly grateful for our getting the word out about their cause to our market audience. As they grew, we grew, and became part of their community. By helping them when they most needed it and making a lasting commitment, we established enduring trust as true partners. Of course, it was risky at times, but the payoff was being on the right side of history when their causes became mainstream.

The return on involvement with Worthy Cause Marketing was slow but steady, and over time, it built a loyal customer base that had a social reason to buy our product. The difference is making a difference by supporting worthy causes that are important to you and your customers.

Who We Are

To make inquiries for keynote speaking, trainings or consulting, please contact sales@thebarefootspirit.com.

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LandPaths 16th Anniversary Benefit

Michael Houlihan & Bonnie Harvey — Wed, 26 Sep 2012 16:35:37 +0000

Join us for AUTUMN IN THE VINEYARDS – a Supper Party Benefiting LandPaths, Celebrating 16 Years of Connecting People with the Land!

Stroll through the gardens and rolling vineyards of Lynmar Estate Winery on Sunday, October 14 from 3:30pm to 7:00pm. Feast on fresh, local gourmet foods paired with Lynmar’s award-winning wines. Win one-of-a-kind outdoor experiences for family and friends at the live auction hosted by Mark Buell (see list below). Connect with community and the season in a lovely setting overlooking the Laguna de Santa Rosa.

Click here for more information, including how to purchase tickets.

Who We Are

To make inquiries for keynote speaking, trainings or consulting, please contact sales@thebarefootspirit.com.

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World’s Best Sale Pitch: “My Product will help you Increase Sales”

Michael Houlihan & Bonnie Harvey — Sat, 28 Jul 2012 21:50:23 +0000

We’ve spent over two decades in sales, and it’s true – nothing happens until the sale is made. We have a friend who described her sales job as “conveying the value proposition of (her) product to (her) buyers.”

There are many books written on the subject of sales, sale techniques, and best closing strategies. We’ve often said the best sales person is the “Assistant Buyer”. The key to sales success is simply to sincerely have the buyer’s best interest at heart.

When you produce a product that goes through distribution channels, or when you offer a service business to business, the funds your buyer has to buy from you came from the sale of their product or service. If you are selling direct to the consumer, you still have to recognize that they have to work for the income, one way or another, that enables them to buy your product.

Everybody who sells products or services wants to sell more. The ultimate question from your prospect is: “How does your product or service help me sell my product or service?” or “How can you help me make more money?” That’s why positioning your sales pitch as enhancing theirs is so effective.

Here are some ways your product or service can help your customer’s bottom line:

1. Reduce his overhead cost per unit sold. He has to pay rent, lights, power, insurance, staff, cleaning, etc., whether he sells your product quickly or slowly. If it’s a fast seller, his cost per sale is reduced. He improves his ROI on his capital investment, maintenance, advertising, and staffing.

2. Increase his profits with lower acquisition costs and, consequently, higher profit margins on your product. Give him a volume purchase program that enables a lower retail price and increased volume resulting in higher profits per month.

3. Make his retail environment more attractive with seasonal point of sale materials and promotional programs geared to the theme of the given holiday. Make your displays festive decorations to his retail space.

4. Increase his business with local promotions and support for neighborhood causes. Use Worthy Cause Marketing to bring in customers who have a social reason to buy your product. Let the membership of the non-profit you support know where your product is for sale in his neighborhood.

5. Sell him a product or service that makes him more attractive and more competitive to his clients or retail customers. Give him the best price in your category, or an area-wide exclusive for an introductory period.

6. Add value to his total sales package. Is there something you can sell him that makes what he’s selling more valuable, adds an extra feature or delivers another benefit – like a guarantee, excellent customer service or loyalty program? Does your product give him “green” bragging rights?

7. Improve his personnel’s efficiency by providing training, benefits or tools his staff can use to increase his sales. Help him find and keep good people.

These are just a few examples of how you can help your buyer increase profits and do his job more efficiently. When you focus on what your buyer is trying to do, you can quickly get a clue as to what you can do to help him increase his sales. Adding value to his sales efforts with your product allows him to say to his customers, “But wait, there’s more!”

Who We Are

To make inquiries for keynote speaking, trainings or consulting, please contact sales@thebarefootspirit.com.

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Wild & Scenic Film Festival

Michael Houlihan & Bonnie Harvey — Wed, 22 Feb 2012 19:15:54 +0000

Title: SYRCL Wild & Scenic Film Festival
Location: Landmark Theater, West Los Angeles, CA
Description: The Mono Lake Committee is one of our favorite non-profits. For over 20 years, we have been supporting their efforts to save Mono Lake, reduce water consumption, and change the way the courts look at private property rights vs. the public trust. Their story is now an informative and inspirational video, which will be showcased at this first ever SYRCL Wild & Scenic Film Festival in Los Angeles on March 8, 2012 starting at 7:00pm.

For one night only, they’ll be showing 7 films, including the Mono Lake Committee’s new film, The Mono Lake Story. The Wild & Scenic Film Festival features environmental and adventure films that inspire activism. The lineup includes kayaking, climbing, surfing, dramatic dam tear-downs, artistic animation, dramatic photography, suspense, humor, passion, beat poetry, international adventure, and of course, stories of hope and inspiration.

Bring a friend, get there early, and enjoy the fun goodies from the festival sponsors!

Get your tickets here!
($15/person; $12/student; or there’s the member deal – 2 tickets for $25)

Who We Are

To make inquiries for keynote speaking, trainings or consulting, please contact sales@thebarefootspirit.com.

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