"With great power comes great responsibility."–Uncle Ben Parker
We ask our customers to take the Good Neighbor Marketing Pledge and be a part of building great communities and thriving local businesses. It’s about marketing as if you’re a “good neighbor” and your best customer lives next door – because sometimes they do! Good Neighbor Marketing is the power of targeted local marketing combined with the best practices for building a respected, successful business in your community. Good neighbor marketing is never scammy, spammy, or insensitive. We love our customers and want them to be successful. Success starts with good marketing and being a good neighbor.
Marketing should always be 100% legal and legitimate.
Marketing must always be legal, honest, and transparent. Recipients of your marketing should be able to quickly identify you and/or your business. Many laws and regulations govern marketing, such as CAN-SPAM, Do-Not-Call, and policies on ads and endorsements. Some folks have professional license requirements and disclosures, and we expect that you know and abide by all of these laws, regulations, and rules.
Targeting is what you do, not what you communicate.
No one likes to know that they’ve been targeted. It can make them feel icky. Yes, targeting is a smart and powerful way to find and connect with your best potential customers. However, no one on the receiving end of your marketing needs to know how or why you targeted them. If someone asks, answer generically by letting them know you're a business that operates in the local community and you thought they might be interested in your product or service. If they aren't interested, be polite, and remove them from your future marketing efforts.
Be smart and private with customer information.
Marketing materials must NEVER include details about your customers that they might believe to be personal and private. If your targeting is good and your messaging is great, they will connect the dots. Yes, public records are an excellent way for you to gain insights into your customers, yet many people wrongly - YET STRONGLY - believe those details are private. If you want them to be a customer, arguing with them about public records policy is NEVER a good place to start. When the post office makes a mistake and delivers your postcard to the wrong door, and the neighbor brings it over to your intended recipient, there should never be any information on that postcard that creates tension, embarrassment, or anger.
Great marketing has empathy for your customer.
Having empathy is being understanding of and sensitive to the feelings, thoughts, and experiences of your customer and how they will perceive your marketing outreach. Having empathy makes your marketing effective. Making a potential customer feel bad is not Good Neighbor Marketing. If you make them feel bad, they can become defensive or retaliate. Whether it's leaving a negative review, bad-mouthing you to the community, or getting you banned as an advertiser, it's never worth it to ignore empathy in your marketing. Making them smile is always the best impression.
Honor all opt-out requests.
You must honor any recipient's request to opt-out and no longer receive marketing from you. And that's always OK, and sometimes it’s even the law. When someone tells you they do not want to be a customer, you save time and money by not marketing to them anymore. You should be friendly, appreciative, and if you can, ask why. You may learn something about your marketing that can help make your next marketing outreach even better.
Automatic and manual review of marketing.
We automatically, and at times, manually review our user’s marketing based on your recipient’s interactions and feedback, especially if they complain or report abuse. Recipient complaints about marketing are almost always an indication that the Good Neighbor Marketing Pledge is being ignored and marketing is being perceived as spammy, scammy, or insensitive. Failing to adhere to the Good Neighbor Marketing Pledge can result in immediate suspension or termination of Service. We wouldn’t want to lose you! Please consult our User Agreement for further information.