Common Sense Marketing

My Dad used to tell me if he had to choose, he’d rather have common sense than be an academic.   It sometimes seems that the two are mutually exclusive.  I have relative who knows a lot of things and is a bit of an academic.  Yet, one day he came to visit me and while there wanted a glass of ice water. I handed him a glass and said he could get ice from the ice dispenser in the door.  Honest to Pete, he set his glass down on the little shelf and waited for the ice to come out.  After several seconds he asked when the ice would come out.  I had to show him how to use the ice dispenser by pushing his glass against the lever to trigger the ice dispenser to release ice.  Here’s a guy with two degrees who can’t operate a simple ice dispenser.  Weird.

Still, some business owners are forgetting common sense when it comes to marketing.  Some throw money at things and hope and don’t track results.  Some are so confident in what they’re doing they don’t research what else might work better or as good.  Heck, the very tactic they’re using may not be doing them much good as it is.  Some just do one thing and nothing else yet complain that sales could be better.

A while back I was asked by FitSmallBusiness about marketing tips for fitness centers.  Marketing can be fitted to about any business so that’s an easy answer.  So I decided to offer them instead common sense ideas. For example, does your gym smell like an teenager’s old gym sock that was lost in the closet for a couple years and was never washed after heavy use?  If so, new customers certainly will be repelled.  Current ones may leave.  Same goes for the bathrooms.  In the gym where I workout, you could just about eat off the bathroom floors.  Every time I go in there I’m impressed.  In fact, it’s one of the first things I tell people when I asked where I work out.  You’d think I’d tell them about the great big space to work out, that the people are friendly, they have lots of weights and machines and you’re almost never unable to workout with what you want.  Nope.  It’s the bathrooms.  The weights and machines are secondary.  Isn’t that interesting?

Besides that, there could be other tactics to help the gym owner.  What if they gym had it’s own member software and apps?   That would set them apart from those that don’t.  It gives the members a way to check in, to see what’s going on and offers a instant way to connect.

Thus, what common sense things are you missing in your business?  Try stepping back and take inventory of everything you do for marketing ( including things that matter but you didn’t really think about it….like having exceptionally clean bathrooms).  What can you do, for free, that gives you an edge that’s just plain common sense?


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