Everybody Loves a Parade, and Small Businesses Should Too

I hope you had a good July 4th celebration. I've loved fireworks since I was a kid, and don't tell the police but I lit a few sparklers (non-commercial fireworks are illegal in Virginia.)

Living in the D.C. area, I'm used to the fanciest of parades. The kind that attract participants from around the globe, but I've got to admit the small neighborhood parade is just something special.

I went to one on Sunday morning. Neighbors were handing out red, white and blue balloons. Kids had decorated their bikes with streamers around the spokes and handlebars, Some people had gone all patriotic with their strollers. One golden retriever came dressed as a dalmation (white T-shirt with magic marker black spots.)

The parade of several hundred people started. There were really no onlookers because, well, the neighborhood was the parade. It began. Kids fell off their bikes because they had to pedal too slow at its crowded start. Dogs barked. Babies cried. It was sweltering hot. I got beamed in the forehead with a gumball. Somehow it was really fun.

A couple of old Model Ts drove by, although the last in line was a Toyota Scion whose driver insisted he was a Model A. The best disguise ever!

I've been to many of these parades which range from tens of people to thousands. It's a great time for small businesses to participate with their community - and even join the parade. The smaller ones are somewhat free-for-all and don't require much to participate.

1. It's the original social marketing. Remind your neighbors you have a small business;
2. You're in front of a captivated crowd;
3. Cost is low;
4. Offer some freebies;
5. Offer to donate some food for the parade-end picnic; and
4. You might be going anyway.

Get out the company car, bike or running shoes and stick your logo on the side. Throw some candy out the window, hand out some coupons, put your logo on water bottles. These are your shoppers. These are the people that want to know about you. I'll save a space for you next year. (Just jump in line right next to the dancing journalist who's wearing a placard that says "Reporter for Hire.")

I'm gearing up for my next favorite parade on Halloween. I've made some pretty hokey costumes, but they had heart. I hope you will too.