Shoelaces?…We Don’t Have No Stinkin’ Shoelaces!!!

So, my company’s mantra is all about getting clients to think about what business they are REALLY in, and how to convey that to prospective customers.   That the goal for any business is to have people “Think of U First.” At the same time, we have all seen the huge nationwide marketing push for “buying local”.   But, what does a consumer do if that local option does not meet basic expectations?

Several weeks ago, I went to buy some replacement dress shoelaces  – I actually busted the originals a month or two before – but, hey…I like to procrastinate!  I believed the logical choice was to stop in to a locally owned shoe store, which has several outlets throughout the city.  Surprisingly, for all the rows of shoes they had to sell, they were VERY limited on shoelaces.  When I asked the sales clerk why, if they were a shoe store, did they not carry a solid choice of shoe LACES, she unfortunately could not give me a valid answer.  Same went for the manager.  Needless to say, I was out of there in less than a minute.

Guess where I wound up buying my shoelaces from?…A nationally-owned drug store chain!  Granted, their choice was not huge, but at least they had what I was looking for.  Oh, and I bought a Milky Way bar too on the way out.

I realize that this is a very small issue, but it just goes to show about how important it is to have your brand or product live up to expectations.  It simply makes sense to think that a store that bills itself as a shoe store AND has “shoes”in it’s name would carry such an important shoe accessory.

Face it, the reality is that it is much easier to buy shoes online these days, but I believe most of us want to “shop local”.  It is a shame that now, when I think of shoelaces – as well as shoes – I do not think of this “local” company first.

What are your thoughts?  Would love to get your opinion.

People Do Business with People They Like/Trust…

Had mid-morning coffee yesterday with a former colleague/competitor in the Charleston radio marketing arena.  While we only met  in person on several occasions and heard about each other through the grapevine; there has always been a mutual respect for one another.

Now, he is the rep for his company to my clients; and I will buy from him, probably soon.

Why?

Well, for one, his media properties are very effective, reaching across a wide spectrum of loyal users.  And, of course, with the right idea, message and marketing plans, my clients could certainly benefit from purchasing advertising on his radio stations.

But at the end of the day, the most important reason why I will buy from him is that I will be buying from him.  I genuinely like the guy.  And, after spending two-hours face-to-face with him yesterday, I got to like the guy even more.  While we have many ideas and beliefs in common from a business perspective, I also respect him…I trust him to help me help my clients succeed.

He didn’t come in with a big sales pitch…we simply talked about many different things; both of us understanding why we were REALLY there.

Regarding your business – what makes U different…what makes U special?  

If U want business to get done in your favor, make sure people like U best, so that they will think of U first!

People Forget…

It’s amazing how what we once thought was so important, easily slips from our memory over time.  The same can be said about the message to your customers – both current and potential.  Are U consistent and focused with your message?  Even if U are the type that believes they have “enough business”, U soon find that things change; people move or die, or they simply change habits.   Persistent consistency keeps this from happening.  So does having an ad agency in your corner who will keep U focused on what your story is.

PGA Fever In Charleston!

Even though we have had traffic nightmares all this week, having the PGA Tournament here at Kiawah Island, outside of Charleston, SC has been very exciting.  Tiger had a good second round….where do U think he will finish?