A different approach to marketing

A different approach to marketing – supporting the local community.

When Binda Tatla opened his Budgens branded convenience store in Hampton Hill High Street in 2007 he decided to adopt a rather different approach to marketing. Rather than the usual mixture of advertising and publicity he thought that the money would be better spent supporting the local community in Hampton Hill and Hampton.

“I think that the thing that really inspired me was the unique atmosphere in the high street. Everybody is so friendly, so many know each other, there’s a lot of smiling! It was almost like stepping back in time, Hampton Hill has such a wonderful village atmosphere,” said Binda. “I wanted Budgens to be seen as a part of that community. Being independently owned and run, it meant that I had the freedom to approach things rather differently and more flexibly than the larger multiple supermarket chains can.”

The community support idea kicked off with the 2007 Hampton Hill Christmas Parade. One of the organisers asked Binda if he could supply something for the pub charity raffles and auction. All the proceeds were for the two charities based in the high street, The Shooting Star Children’s Hospice and African Revival. Budgens provided five luxury Christmas hampers which became top items, helping raise nearly £4,000 for the two charities.

Binda then came up with an idea to support local junior schools. Hampton Hill Junior School, Stanley Infants & Nursery, Buckingham Primary, Hampton Juniors and Lady Eleanor Holles Junior schools were approached and invited to run a competition to design eco-friendly shopping bags. During the Spring term more than 1,200 children took part, with each school choosing its own design.

The winning designs were then printed onto five different long life cotton bags and donated to the schools for sale to parents at school events, fetes, etc. In all £3,400 was raised for school funds or their chosen charities such as Water Aid. Hilary Bower, Head Teacher of Stanley Infant and Primary School, said “All the children took part and the final designs were submitted to the school council who drew up a short list of lovely designs, from giraffes eating leaves to pictures of plants, animals and the world. This was a lovely example of schools linking with and gaining the support of local business.”

Another rather unusual idea was to run a special event on the two Sundays leading up to Mother’s Day back in March this year. A professional photographer was in store all day, - customers, dads, children (and sometimes mums too!) had their pictures taken to give to their mums, grans, etc on 22nd March. There was no charge but participants were asked to make a contribution to The Shooting Star Children’s Hospice. The portrait sessions were fully booked on both Sundays. Amy White, Corporate Relationship Manager at The Shooting Star Children’s Hospice said “We were very grateful for the support of Budgens and the local community. In all we raised £1,265 from the photo shoots. I know we had a lot of very happy and proud Mums on Mother’s Day! Money raised at events like these really makes a difference to the care services we offer to children with life-limiting conditions and their families.”

More recently Budgens provided a water station in Bushy Park for the 300 walkers taking part in the ‘Shooting Star Three Parks Challenge’ on Sunday 17th May and once again will be running a free soft drinks bar at The Hampton Hill Junior School’s Summer Fete on 12th July.

Binda concluded, “It’s all been so much fun and we continue to think of more ways that we can help the community, the schools and the charities. Our customers have all been so supportive. It’s wonderful to know so many of them by first name; we feel a real part of Hampton Hill Village now.”