Jan 08

I think that all organizations–even NFPs (not for profits), charities and foundations–need an effective way to connect with their marketplace.

If it takes too much time or money (or both) to connect with potential clients/donors/sponsors, your organization is doomed to fail.

So, what I want is an “easy” button—something you “press” and, presto, clients and customers appear.

What’s your easy button?

When I ran a mini storage business, our easy button was printing double-sided, full color postcards extolling the virtues of Blue Heron Storage, whose tagline was “Outta Site.”

Our key message was: Too much stuff in your garage/basement/office/shop? Get your extra stuff off your site and onto ours, and also out of sight (hence, the tagline).

We also used negative cost selling, especially with office space users who could store their extra things at Blue Heron at a cost that was significantly less than having to rent more office space at a premium for their (growing) staff.

Blue Heron was between 88 and 94% occupied for more than a decade. When occupancy fell below 90%, our manager would print up another 5,000 postcards, drop them in neighborhoods and office parks nearby, then run back to Blue Heron and wait for customers to show up.

It was cheap and it worked.

That was EASY!

Bruce M Firestone, B Eng (civil), M Eng-Sci, PhD
Real Estate Investment and Business coach
Century 21 Explorer Realty Inc broker
Ottawa Senators founder
1-613-762-8884
bruce@brucemfirestone.com
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About the Author

Bruce is an entrepreneur/real estate broker/developer/coach/urban guru/keynote speaker/Sens founder/novelist/columnist/peerless husband/dad.

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