Squared for Life: Unusual Donuts Inspire Standout Marketing
Everybody thinks their hometown donut shop is the best. Living in Springboro, my family prefers Donut Haus. The donuts are great, and I truly believe it’s impossible to beat their apple fritters. But this isn’t my hometown donut shop. My actual hometown donut shop does something that none of the local Dayton places do.
I grew up with Square Donuts. In 1967 in Terre Haute, Indiana, Richard Comer, Sr., began making his donuts with a square cutter instead of a round one. People loved them, and still do. The business eventually expanded to Bloomington, Indianapolis, and Richmond.
Don’t misunderstand me; I didn’t grow up eating garbage donuts just because they’re square. They’re really good. Better than any other donut shop I have ever been to. Ever. But also, they’re square!
There are two lessons we can take away from this little donut shop and its success since the mid-’60s.
First, don’t be afraid to add a little something extra or do things a bit differently. Put your signature on your work, especially when it’s easy to fall in line and produce the same stuff over and over. People always appreciate something that makes them look twice. Was it difficult to make donuts square rather than round? Not really. But doing a little extra made them unique.
Second, and most importantly, don’t make the mistake of thinking you can let quality slip because of a gimmick or unique idea. If the donuts weren’t good, they could be any shape you wanted, and nobody would eat them. This donut franchise is now all over Indiana, and it’s not just because of an odd product shape. The quality behind the gimmick holds up. If you gave me a round donut from Square Donuts and a donut of any shape from Bill’s or Donut Haus, I’d pick out the Square Donut easily. Challenge me!
What’s your signature? Is it a color or funny name? Is it a great story or personal quirk? Identify what makes your product special, or add a little something to make it special. And if you can add a sugary glaze to it, do that too.
Chris is equally passionate about solving problems and working with people. With this dual focus, he combines a tireless drive to overcome marketing challenges and deliver exceptional results, while inspiring team members to contribute their best work—and making the experience enjoyable for clients at every stage.
As Account Director, Chris serves as project lead and primary client contact.
When a crisis strikes, sometimes it's hard to know when and how to respond. One of the best ways to meet your customers and community where they are is through social media, and it can be an effective tool if used properly.
In recent months, we’ve all experienced much that is deeply unsettling and, for most of us, unprecedented. The global Coronavirus (COVID-19) pandemic brought daily life to a screeching halt in much of the country. Many areas were hard hit by early, intense outbreaks that strained safety nets and pushed caregivers to—and often far beyond—their limits.
Amid stay-at-home orders and social distancing requirements, millions of people lost their jobs, countless businesses closed their doors, and many more workers and companies adjusted to a “new normal” of remote work, restricted contact, and having to connect with colleagues and serve customers in different ways.