March 2020
ertonline.co.uk
“All our custom comes from our local community” By Paul Mead, Managing Director, Michael R Peters
With a strong belief that supporting the local community is paramount, it seems that Paul Mead, Managing Director at Michael R Peters in Bedford, is up for anything! The retailer supports local charities and sponsors local sports teams all in a bid to get the retailer’s name in front of as many people as possible. “I’ve followed in Michael Peter’s footsteps in my
belief that all our custom comes from our local community, so wherever possible we should always support our local community,” says Mr Mead. “At the end of the day, these people are the ones putting money in the till.
“If a local school or charity comes to us asking for a raffle prize, we will always do our best to offer something, that way our brand is always in their mind and this is shared with friends and wider groups of people. And that’s the main aim really. “My advice is never turn these kinds of requests down – always give a local group something if you can, even just a voucher!” Michael R Peters sponsors the local Bedford Blues Rugby Club with branded kit and a large pitch-side banner at the ground, as Mr Mead explains.
They have about 3,000 people at the rugby most match days at home. At ha lf time there’s always a raffle for the Michael R Peters product there that day and I’m often amazed at how many people see our name there and comment on how impressed they are by our support of the local community. We extended this support last year as well with the Michael R Peters ‘Man of The Match’; after the game there’s a presentation and our name gets out there even more.
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It’s not just the rugby – we also back the local Sunday football league. It’s one of the longest- running football leagues in the UK, and we’re very well known for our association with this. We’ve sponsored local hospital transport vehicles with our name and strapline on the back and sides of the cars. We’ve also put TVs in the hospital waiting rooms with a bit of our branding on them so when people are sitting there, if they are considering a new TV, they should hopefully think of our store straight away!
People tell us they’ve seen the cars or the TVs and they often say ‘why wouldn’t I come to you? I know exactly who you are and what you do’. It’s just a constant drip feed with our brand in all these places being in the back of people’s minds. Some of our marketing partnerships date back many years, but in the last few years we’ve grown and expanded our activities – we will support almost anything we can in the community!
What do the chain stores do locally to support their local charities and organisations, I wonder?
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