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Volume
1, Issue 3 |
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About 70 miles to the north of Salt Lake City is
a family-run steakhouse with a great reputation.
This steakhouse draws clientele from as far away
as Salt Lake City, even though there are many fine
steakhouses in the Salt Lake area. A few years ago
the owners opened a second steakhouse near my home
in a Salt Lake suburb. Their second restaurant,
known as Grandpa’s Steakhouse, opened to strong
market demand that filled their parking lot. In
fact, for the first 6 months parking spilled onto
the street, nearly every night.
Eventually, I never saw a car parked on the street,
and the parking lot became increasingly empty. Finally,
after about 2 years in business, Grandpa’s
closed for good.
Failure rates in the restaurant business are high,
and most concepts enjoy a life of 10 years or less.
But most restaurants take years to develop the customer
traffic and trial that Grandpa’s opened with,
a leverageable advantage. Grandpa’s should
have a filled parking lot today.
So
what happened?
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here to read more of this article.
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Part 2 of a 3 part series
They
are here to stay - after all, you keep attracting them!
But will they agree to stay with your brand and, if so,
at what cost?
Customers are getting more and more demanding, that’s
for certain. The reason behind this ever-increasing phenomenon
may be attributed to the success of your marketing campaign
and company slogans. Or could this be accredited to the
fact that marketers are not telling the truth?
If your company’s theme sounds anything like: “We
Try Harder” – “Satisfaction Guaranteed”
– “We are the Best” – “The
Customer is King” – “Quality is Job
One” – “We Never Stop Working for You”
– “Come Fly The Friendly Skies” –
“We Do It Your Way,” chances are your customers
will expect it! Unfortunately, several companies are falling
short on their marketing promises and the blame for the
resulting losses is usually directed at the front-line
employees or more often than not, at the so-called “demanding
customer.”
Taking a close look at what the consumer came to expect
and what was received will, in most cases, reveal an incongruity.
As a result, the relationship [set aside “trust
factor”] between customer and company may be forever
broken. The creative and enticing tag lines presented
by marketers in an effort to attract new customers and
build relationships with such customers, are all too often,
subverting them to the waiting arms of the competitors!
Click
here to read more of this article.
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