This slice of pizza #MadeWithBalloons™ draws attention to a parable illustrating how competitors can help build YOUR balloon business.
OUR FAVORITE RESTAURANT
Quite some years ago, I lived in Raleigh, North Carolina, USA. Every once in a while, my wife and I went to a favorite local Italian restaurant. It was a little out of the way, and the prices were not cheap, but the food was great, the service was excellent, and the atmosphere was a relaxing change from the hectic pace of our busy days.
WHAT ABOUT COMPETITION
On one occasion, I spoke to the manager to thank him for a wonderful evening and ask how business was since the new pizza chain had moved in down the road at the shopping mall.
“Business is very good!” he said.
“When I heard they were moving in, I was worried,” he told me, “but they have actually helped my business.”
He went on. “I knew they would have a larger advertising budget. They built in a more convenient location for drive-in traffic, and they get walk-in traffic from the mall that we never get. Plus, their prices are lower.”
“I think we have lost a few customers to them that used to be regulars, but they were ones that rarely spent much.”
THANKS TO THE COMPETITION
“Overall, our business is up, and I think we have the new pizza chain to thank for much of that increase. Their advertising, promotion, and visibility have stimulated increased demand for Italian food in our area. It would not surprise me if even sales of Italian food at the grocery stores have gone up.”
BEING THE BEST
“But, when it comes to Italian food, we have a bigger menu, a great chef, an excellent service staff, and a wonderful atmosphere in which diners can relax and enjoy the experience. If you don’t mind me boasting a little bit; ‘We are the best in town!'”
“Yes, you are,” I agreed.
“Thank you,” he replied. “And thank you for dining with us this evening. Do come again.”
“In fact,” he continued. “Take this gift card with you. Bring it with you when you return and enjoy wine with your dinner on us.”
“Thank you,” I said. “We’ll do that.”
And we did…. .. .
THE BEST SURVIVE & THRIVE
Has your small balloon business done well over the last years despite the shrinking economy, the entrance of large department stores and party store chains, and even grocery stores adding balloons to their offerings? Chances are that it has not been your low prices, great advertising budget, or high-traffic location that has pulled you through.
It is more likely that, like our favorite Italian restaurant, you are providing some significant added value for your customers. It is also likely that you have reaped the benefits of the “big boys” using their great advertising budget, high traffic location and low prices to promote balloons in the minds of a broader audience in your community.
If you don’t mind a little boasting, it is likely that “YOU are the best in town” at something meaningful for your balloon market. Maybe you are especially good at entertaining, decorating, sculpting, or producing walls, backdrops, or other graphics #MadeWithBalloons
AMATEURS
As Italian foods appear more frequently in advertising and in the news, it will be natural for the do-it-yourself amateurs to gather spaghetti and sauces and microwave dinners and serve them to family and friends. Some of these amateurs will never grace the doors of our favorite Italian restaurant. They will, however, spread their interest in Italian food to others who will become excellent prospects for our favorite dining spot
In a similar way, you can expect an upsurge in do-it-yourself balloon activity as your low-price competitors do their thing. Do not whine about it. Celebrate it. Nurture it. Help each amateur succeed in their small way as they spread an interest in balloons to others.
But, be sure to also show them the difference you can make for them and their friends, the difference of dealing with “The Best For Things MadeWithBalloons™.”
RAISING THE BAR
In the back of your mind, you may still be wondering about all this amateur activity. Will those amateurs begin doing for themselves some of the things that professionals do now?
Yes, they will.
The bar for professionals will be raised to reflect what consumers do for themselves and what professionals must do to get and keep the business of those same consumers.
BEING A PROFESSIONAL
- You must take ordinary latex balloons that anyone can purchase locally and turn them into something special.
- You must take those simple message balloons that are available everywhere and make them flatter the egos and satisfy the aesthetic tastes of senders and recipients.
- You must take an ordinary birthday party and turn it into a memorable event.
- You must inflate more than the balloons that fill a room.
- You must inflate the imaginations and emotions of the people that fill that room.
When you do these things, it will help your business for consumers to have and use all those cheap latex balloons, all those simple message balloons, and even those new balloons and gadgets that are sure to come. Those amateurs will be spreading their interest in balloons and helping build a more significant balloon business for you because, in your market, you are
“THE BEST FOR THINGS #MadeWithBalloons”.
Graham Rouse
Editor: ROUSEings.com
© GM Rouse 2024. All rights reserved.
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Are you a professional in your field? Do you reap benefits from encouraging awareness and interest in your specialty from the general public? What distinguishes you from the amateurs and other professionals in your market? Have you had incidents where encouraging amateurs has harmed your business rather than helping it?
Share your experiences and feedback in the “Leave A Reply” / “Submit A Comment” section below. We would love to hear from you.
