For Small Business Month, Mid-Market’s On Us
Rob Ready of MMBAF poses with Golden Gate Donuts’ owner Howard Ul outside of the shop.
This May, to celebrate Small Business Month, MMBAF created the “Mid-Market On Us” program. The concept for these micro-events was simple: we spend dollars directly with Mid-Market Small Businesses, buying $500 worth of a featured item. We then had each business give those pre-paid for items away to their customers “on us” until they ran out.
Golden Gate Donuts’ patron smiles at the camera while holding a free donut and flyer, provided by MMBAF.
During the first week in May, as part of SF Chamber of Commerce Small Business Week, we purchased 250 donuts from Golden Gate Donuts on 6th Street to give to the first 250 customers to arrive after 9am. There was no catch; this was a surprise and delight for regulars that didn’t expect something free to start off their day. While we helped spread the word through our email newsletter, social media channels, and notified nearby employers, residences and hotels, the real magic happened once customers began showing up. We gave away 250 donuts in about 3 hours and owners Kim Ang and Howard Ul were very pleased with the results – many of the new faces were from nearby offices and returned the following day to purchase donuts from Howard. Purchasing these donuts brought joy to the neighborhood while helping a local business connect with new customers. What began as a simple donut giveaway turned into a celebration of community.
Three Square Pie Guys patrons poses for the camera holding flyers promoting MMBAF’s “Mid-Market On Us” event.
We continued the program all month long in honor of Small Business Month. Our $500 budget purchased 40 free lunch-size cheese pies from Square Pie Guys, providing free lunch to lucky patrons. Before the lunchtime giveaway began, there was a line of folks who learned about the promotion through our social media channels and email outreach. The vibes in the restaurant were immaculate, as new and current customers excitedly waited for their pies. The 40 pizzas were given in less than two hours and owner Marc Schechter was impressed with the quick turnaround. The eatery was full of customers happily enjoying their pizzas.
Izzy & Wooks’ patron smiles at the camera with an Izzy Truff Smash Burger and free lumpia, courtesy of MMBAF’s “Mid-Market On Us” event.
To round out the month, we decided to give away everyone’s favorite Filipino snack, lumpia. At family-owned Izzy & Wooks, $500 buys a total of 80 orders of 4pc lumpia. As with the previous events, the lumpia giveaway attracted nearby residents, office workers, and curious first-timers. Surprised regulars added the lumpia to their lunch order. Owners Cheryl and Manny Ramirez continued to dish out lumpia through lunchtime on Friday, allowing participants to grab some for an afternoon snack, or with dinner. The community energy throughout the day reflected exactly what we aimed to achieve: bringing joy to the community and doing something that’s a win for both the businesses and customers.
Throughout the month, “Mid-Market On Us” demonstrated how micro-events with a relatively small marketing budget can have a notable impact on local communities and businesses. By directing dollars straight into neighborhood businesses and pairing it with marketing and promotional support, we were able to generate awareness, increase foot traffic, and encourage repeat visits that could generate additional revenue for each location. Just as importantly, “Mid-Market On Us” created moments of genuine surprise and excitement for customers, both new and existing. It was a win for everyone involved: businesses enjoyed a $500 sale while gaining exposure and new customers, business owners strengthened their connections to their communities, and visitors got a delightful bonus to carry on their day.
