Thanks for Parking Here!
The other day, I had lunch at a downtown restaurant. I thought I parked in the right lot, which was two-thirds empty. When I came out, there was a flyer on my windshield telling me I would be towed if I parked there again and a man walking around reinforcing the message. Now, I could understand this enforcement (although it could be done much differently) IF the lot was even close to full or for a popular business. But, no, the lot was almost empty (this during peak business hours). So, the whole experience left a bad taste in my mouth and I’m disinclined to ever visit any of the businesses that are “entitled” to the lot.
Compare this to Jackalope, a popular locally-owned international bazaar. Its newest store here in the quirky ‘burque is next to a Taco Cabana and parking is very limited. But, they don’t post “verboten” signs or have Nazis patrolling the lot. Instead, they’ve got signs with cool designs that say, “Taco seekers, this is nacho your parking space.” and, “Jackalope, everything under the sun…but tacos.” Much nicer, fun, gets the point across - and oh-so-gently encourages people to shop there.
And, parking spaces can also be a good marketing tool. For example, a local Target has a space near the door “Reserved for Expectant Mothers.” I’m not one, but the sign got my attention, in a positive way. (”Wow, what a nice little touch!”)
The Bottom Line: Short of true life & death matters, there is always a way to get the point across without being nastily negative - whether it’s protecting a parking space, your reputation or your legal rights.
Tags: entrepreneur sanity check, marketing, marketing troubleshooting
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