This article originally appeared on Robinia Creative.
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It’s 3 o’clock on a Tuesday afternoon and we’ve been standing in line for doughnuts for over an hour. We don’t even like doughnuts but we hear these are decent. It’s winter in Portland, Oregon and our bones are turning glacial.
But we are told these doughnuts are worth it the chilling wait…
A number of winters ago, my brother and I visited Portland, Oregon on our way up the coast. We were told that there was a local doughnut shop that we just had to visit.
The shop had no website; no marketing; no half-page advertisements in the local papers; just a city of dedicated followers.
They make doughnuts that everyone talks about and that is their marketing—they depend on ovens not websites.
Marketing is not a department. It’s a story of, a narrative about, and a dedication to making the best doughnuts in Portland. It is about serving your customers so completely that they want to serve you.
The doughnut was indeed decent, but I’m allergic to gluten and didn’t fully enjoy it.