I received the book The Go-Giver for Christmas (thanks, Dan’l!) and breezed through it in just a couple sittings. It’s a great read and the gist is this: the success you receive has a direct correlation to what you GIVE. I finished the page-turner just prior to traveling to the National Cyclocross Championships in Austin, Texas, where I had the pure pleasure of supporting the California Giant Cycling Team and giving away fruits and veggies from several top brands in fresh produce.

As a self-described “hippie,” I believe that very few circumstances in life are truly coincidence. Finishing The Go-Giver right before I was provided the opportunity to put into practice exactly what the book preached – no way that was just happenstance. Now before I lose you with all my “peace and love” ramblings, let me explain the valuable marketing lesson I learned that (very cold and wet) weekend in Austin.

Sampling your products and engaging with consumers at live events opens up a world of connection opportunities. You receive the immediate feedback from people that the products that you grow and sell are good in so many ways. They taste good, they’re good for you and they make people genuinely and undeniably HAPPY. Plus, much like the two-way communications of inbound marketing, by giving away your products you stand to receive information from your appreciative audiences. In this case, folks were eager to enter the Blended, Splendid & Smooth Sweepstakes, providing both permission and their contact information in high hopes of winning more fresh produce (seriously, that’s the component of the prize package they were most excited about).

A few highlights from the event included:

• Introducing consumers to the wonders of a Medjool date and watching their faces as their taste buds discovered that the dates were just as delicious as described.
• Handing mud-covered and exhausted riders a full clamshell of strawberries to recharge and witnessing the recharge happening even before the first bite of berry.
• “Brown tomatoes? They’re gorgeous! I know just what I’m going to do with them.” This is an actual quote from one excited attendee getting her first glimpse of a Kumato™.

Just like The Go-Giver predicts, this giving experience will most definitely translate to success for each of the brands as the relationships formed between brands and consumers can be further nurtured, resulting in loyal customers who will ask for your products by name in-store. I, personally, am also reaping the benefits of giving away fresh produce at the cycling event, as I’m more motivated and excited about marketing these beautiful “gifts” than ever before.

I encourage you to try out The Go-Giver’s philosophy for yourself and identify a local, consumer event where you can experience the power of giving firsthand. Get out there and GO GIVE IT!