unboxed marketing

group therapy for marketers and business owners

Tale of three businesses

Posted by Steve Buchholz on February 7, 2009

The family went out early this morning to run errands and go to theclosed-sign mall so our son could run around the indoor play area. My wife and I wanted coffee, so we stopped at a locally owned coffee shop. It was closed. It was 7:45 a.m. on a Saturday, and the coffee shop was closed.

“Are you kidding?” I asked my wife.

The place opened at 8 a.m., but it took about three seconds for us to decide not to wait. We instead went to Starbucks, which was glad to take our money on a Saturday morning.

The coffee shop that was closed is called Java Junkie (website not easily found, so they probably don’t have one). By not being open in the early morning, they’re not exactly catering to folks who are truly caffeine addicts.

When we finally made it to the mall, one shop was open–Starbucks. Mall walkers and other early risers were lined up for caffeinated treats. The Dairy Queen in the food court also was serving coffee even though the store wasn’t open. DQ had two pots of coffee on the counter next to a stack of cups. All you had to do is slide some money across the counter and help yourself. What a great idea.

These tales can teach marketers an important a simple lesson. Allow people to buy from you when they want to buy. Do that, and you will create a loyal customer base that will tell others about how great you are and how easy it is to do business with you.

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