Last week while driving by an oil change business, I passed an employee standing with a sign that read, “No wait.” Assuming a passerby could read the sign with enough time to pull into the parking lot, it was a great piece of marketing that is easily replicated. Here’s how and why your small business could benefit from an idea like this:
Address the Need When There’s a Need
This marketing promotion is effective because the potential customer is already on the road in their car. If they need an oil change, often the only thing that keeps them from getting it done is the time that it takes. This sign tells people ahead of time, there’s no wait. Come right in and we’ll service you.
This type of marketing works well for businesses that address needs and require very little time to make a buying decision. A “no wait” sign at a car dealership to get someone to come in and shop for a car would be less effective due to the longer decision-making process required. However, a “need to make a decision on dinner?” sign in front of a pizza place can be very effective.
Depends on the Business
This approach is not right for all small businesses. It would work well for a lab where people come to get blood drawn or pre-employment drug tests done, because again wait is a concern in a busy day. It would not be effective to see a dentist out on the sidewalk twirling a sign about “no wait.”
Instead, healthcare practices should look for opportunities to catch potential patients’ attention when they’re thinking about their healthcare needs.
It Appeals to New Business
This way of marketing is most likely to sway new business. A potential customer decides on a whim to give you a shot. Now you need to have something in place that will make them remember you when they need your service again. The hook is not enough to keep them coming back. Once you get them in the door, look for opportunities to wow them.
