Lessons from Our First Jobs

Looking back, I realize how much our first jobs away from the family farm taught us. For Shirley, her early experience detasseling corn at just 12 set the standard for hard work. Later, working at the bank as an “admin assistant,”(really just running errands for the president), gave her a taste for the unglamorous but essential side of business logistics. Tom, on the other hand, didn’t have a classic “first job” outside the family until after getting married. Kim and I had similar stories: a brief paper route stint (cut short by a family move) and lots of work inside family businesses, from babysitting to running an ice cream parlor.

What’s striking is how these early jobs instilled a willingness to take on anything. From delivering laundry to organizing staff and hustling through the mundane. That scrappy, do-what-it-takes energy is exactly what’s needed when you launch or grow a family business, especially when you’re trying to stand out in a crowded marketplace.

Promotions That Made an Impact

When we dove into past promotions, Tom’s story about the legendary “car full of groceries” event stood out. Every year in our small Iowa town, we’d shine up an old car, fill it to the brim with groceries, and draw a huge crowd for the chance to win both. The ceremony was low-tech. We used a panel truck with a microphone, yet the impact was massive. For a town of 500, the event attracted as many, if not more, people. It worked because it was different, created anticipation, and offered real, practical value.

From there, we got into all kinds of wild promotions: outdoor harvest sales, tent sales, one-day meat sales, and even Midnight Madness specials. But the lasting lesson was always to keep things fun, fresh, and memorable. Whether it’s feeding the crowd ten-cent ham sandwiches or running a Dilly Bar marathon at a Dairy Queen grand opening. (For the record: 10,000 Dilly Bars disappeared in hours, and yes, we had to call for backup.)

Why Some Promotions Work (And Some Fizzle Out)

There’s no real secret sauce, sometimes a great idea just hits at the right moment, and sometimes it doesn’t. Timing is everything, as Kim pointed out with print coupons. They were gold for a while, died out for a stretch, and then made a roaring comeback when the context changed.

We learned that promotions succeed when they:

• Stand out from the “usual” (ten-cent ham sandwiches beat boring discounts!)

• Tap into nostalgia or novelty, depending on the generation

• Get marketed in the right place at the right time

• Keep people engaged-not running for weeks until everyone forgets about them

It also matters that you set a budget and stick to it. I won’t pretend, some promos barely break even, while others create long-lasting goodwill, repeat customers, and word-of-mouth that pays off for years.

Tips for Business Owners: Testing and Launching Promotions

My top advice from decades of family business marketing:

• Talk to others outside your direct market. If a promo worked in another region or for a similar industry, there’s a good chance it’ll work for you. Just tweak for your town and audience.

• Don’t be afraid to go bold. Sometimes, the craziest ideas are the ones people remember (and come back for).

• Mind your money. Set a clear budget, factor in hidden labor costs (making thousands of ham sandwiches is no joke), and measure not just immediate returns, but long-term “residual effects.”

• Borrow from other industries. The best ideas often come from outside your own field, so stay curious and open-minded.

• Capture leads and memories. The best promotions bring people in, but sustainable growth happens when you get their contact into your system and give them a reason to return. Be it for birthday parties or weekly treats.

Mixing Family, Business, and Creativity

In the end, you never really know how a promotion will land until you try it. Some work spectacularly; others flop. The important thing? Stay nimble, learn from each try, and don’t be afraid to have a little fun. If you have a crazy idea, give it a shot! Just be sure to watch your budget and capture those long-term benefits.

Thanks for reading, and feel free to share your own promotion war stories. I’d love to hear them!

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