In McDonald’s restaurant founder Ray Kroc’s autobiography, Grinding It Out, he writes: “We have a computer in Oak Brook, Illinois, designed to make real estate surveys. But those print outs are of no use to me. After we find a promising location, I drive around it in my car and go into the neighborhood supermarket. I mingle with people and observe their comings and goings.”

In the Christian products industry, that’s how we should think—as neighborhood marketers of our respective businesses. As the so-called “Father of Neighborhood Marketing,” Kroc believed that the first rule of being creative was “thinking local.” From the very beginning he saw each of his restaurants as part of a local business community.

If Kroc had 4% of his budget dedicated to advertising, 75% of that had a local focus. There was usually enough to get involved with local sports teams. McDonald’s also teamed up with local media.

Kroc extended the reach of his restaurant by celebrating the grand opening of other retailers, hosting birthday clubs, marking significant wedding anniversaries and aiming to be a genuine part of a city’s rhythm.

He learned the big lessons of marketing by paying attention to the small details in the lives of his employees and “special markets” such as urban areas, college towns and senior citizens. That 38-cent cup of coffee for seniors is still a big deal today and consistently gathers a brisk crowd at the Lafayette, Colo., McDonald’s.

In the early 1970s, Kroc tested a drive-through based on the limited time that many people had for lunch breaks. The first week of the test netted 12% in incremental sales, and today more than half of the restaurants’ business comes from its drive-through operations. What operational opportunities await at your business? Walk around and see what exists within your own four walls.

One of Kroc’s legacies is the Ronald McDonald House, which started in Philadelphia. When Philadelphia Eagles’ player Fred Hill learned that his 3-year-old daughter, Kim, had leukemia, his team raised funds to find a cure. In the process, the idea of a “home away from home” where out-of-town families could stay during their child’s hospital treatment was born.

To raise money, the Eagles enlisted the most active community sponsor in the area, McDonald’s franchisees. In 1974, the Ronald McDonald House opened bearing the name of McDonald’s happy clown. Today more than 300 houses exist around the world, including one in Iowa City, Iowa, that has served 63,000 families. Although Kroc provided seed money for every single house, he insisted that franchisees “keep it local.”

Like Kroc, a good leader has to be looking and listening for new ideas, which may come from many sources. If your business and ministry purpose is to create customers and bring people to Christ, the challenge is use local marketing and innovation to build results.

Retailers, you must believe that your store is the primary media vehicle. Bring attention to it with special events, including hosting local artist galleries, bringing in local garden club meetings or starting a walk of fame in front of your store that honors local heroes. Make sure the press is on hand to publicize the event.

A commitment to community is at the heart of sustainability and builds lasting relationships. Remember the importance of high standards at the local level, and never get too big to not respect the power of thinking small and local.

Rick Tocquigny

CEO, Artbeat of America

Publisher, Gracefully Yours greeting cards

Host of “Life Lessons” radio show

Author of Life Lessons: Simple Words That Matter (www.simpletruths.com)

Tweet Rick at @lessonsradio