Category Archives: customer loyalty cards
(This column first appeared on RIMOFTHEWORLD.net on December 4, 2011.)
As soon as winter weather blew into Lake Arrowhead, I started experiencing insomnia. For weeks, I tossed and turned, double- and triple-checked the thermostat and added blankets to our bed, all to no avail. I’m embarrassed to share what proved to be the simple solution to my sleeplessness—socks. That’s right…all it took to warm me up so I could drift off to sleep was to slip into a toasty pair of socks.
In Lake Arrowhead and the surrounding area, we are experiencing a chronic problem of another kind—the impending death of our mountain community. Over the past three years, we’ve all watched in horror as businesses of every variety have shuttered at an alarming rate. Vino 100 in the Village, Betty’s General Store in Blue Jay and Tony’s Mexican Restaurant in Cedar Glen are a few of the most recent casualties. The good news is that the solution is just as simple as warm socks on a cold night.
Do you, like me, enjoy the convenience of not having to drive down the 330 or the 18 every time you need to:
- Pick up groceries?
- Grab a bite to eat?
- Buy necessities like underwear, dog food and medication?
- Find last-minute gifts?
- Work out?
Although Bowling for Business is usually written to entrepreneurs, let me depart from my usual format to speak directly to consumers. We can blame local vendors for limited inventory, high prices and inferior customer service until the cows come home. But if we don’t make a concerted effort to keep businesses open on the hill, eventually, we will lose the luxury of living in an active, beautiful mountain community. Lake Arrowhead will become a ghost town.
And we’re hardly alone. Small businesses and towns across the country are dropping like flies. But statistics are hard to pin down for several reasons:
- Definitions vary about what constitutes a small town. For purposes of this column, we will defer to The Huffington Post, which defines a small town as anyplace with a population of fewer than 50,000.
- Community leaders gamely hide facts for fear reality will sound the death knell. So figures are often fudged. For instance, administrators insist that 80% of The Lake Arrowhead Village is currently occupied. But one need only survey the local landscape to more accurately assess the situation. Creative displays and signs promising “another exciting store coming soon” belie the sobering reality that far more space is available than leased…not just in the Village but across the mountain entire.
- No central database exists for reporting closure of a business or small town. So, while towns and small businesses open with pomp and circumstance, they tend to die with a whimper.
When all is said and done, like the rest of the country, those of us who make this area our home are suffering the harsh realities of a down economy. Job loss is up. Housing prices are down. Discretionary spending is low. So how can we affect the future of Lake Arrowhead?
Spend money on the hill!
Now, admittedly, doing this is not always possible. For instance, I recently tried in vain to locate a hot holiday toy called the vtech InnoTAB by shopping locally at Mr. G’s for Toys, Little Folks Bookshoppe and Radio Shack. But I struck out. When I asked one of the proprietors why I couldn’t even order the product, he explained that large companies like vtech require minimum orders of 25,000 units, which is why the toy is only sold at big box stores.
But, whenever possible, we should exercise our local options because buying local matters. In fact, Mickki Langsten, Executive Director of the Mile High Business Alliance in Denver, which has an active “Buy Local” program says,
“Each dollar spent at a locally-owned business re-circulates in a community six times more than a dollar spent at a non-local business.”
So, if you want to join a gym, check out Curves Lake Arrowhead. The owner, Candy Fairchild Krelnikov, understands the importance of investing in the lives of her members. In addition to supporting client weight-loss efforts, she organizes field trips and shares beauty secrets like tips about makeup and hairstyling products.
Further demonstrating her commitment to the local community, Candy is organizing an informal group called Women in Action, made up of business owners who wants to meet to informally discuss business best practices. The first meeting will be held at Hot Shots in Blue Jay, at 1 p.m. the first Thursday of every month beginning in January.
If a similar group exists for men, I’m not aware of it. But the Chamber of Commerce encourages entrepreneurs of both genders to take advantage of mixers, meetings and business events held throughout the year, including the mountain-wide economic summit held annually in Big Bear.
So, the next time you shop or go out to eat, consider the cost of driving down the hill…not just in gas and time, but in terms of the potential long-term affect your decision might have on our local economy. Enjoy the fact that, for now, at least, you can still buy socks without having to leave the mountain.
Until next time, I’ll be Bowling for Business.
Making a trip to the post office during the holiday season used to be an exciting venture. Eager to read hand-penned personal greetings and catch up on news about family, friends and business associates, I braved the crowds and returned home to tear into elegant, foil-lined envelopes with quivering fingers.
Such is no longer the case. These days, pre-printed postcards, generic newsletters, stamped signatures and email blasts communicate one central theme—that the sender is too busy to take time to communicate directly to me.
So when it comes to sending a Christmas, Hanukkah or Kwanzaa greeting this year, I have one recommendation for you: make it count.
Rest assured you can do this regardless of your budget.
Although you can create an email card for free, in this case, the adage applies: “You get what you pay for.” After all, if you are able to do a quick Internet search to locate free e-cards, so can your intended recipients. And do you really want to communicate to them that they are worth nothing to you? Better to skip the holiday greeting altogether.
If, instead, you opt for an inexpensive gift, set a realistic budget and stick to it. But don’t be cheap. Giving away pencils that cost .19 apiece communicates that you are either a skinflint or in dire straits, neither of which is your likely goal. Better to send a nice card than a cheesy trinket.
It’s perfectly acceptable to opt for a greeting card. Just take the time to personalize it instead of assigning the task of rubber-stamping your signature to a junior staffer. While it’s not necessary to invest both time and money to create a holiday greeting, you should do one or the other.
Boxed gift cards are available at just about every possible price-point and in just about every discount mart, supermarket and drugstore. Select something that is both professional and appropriate for your line of work. For example, if you own a restaurant, you could send cards that feature mouth-watering photos of food. But this is probably not the case if you own a string of laundromats.
On a Limited Budget—
Since we live in an increasingly electronic world, there is nothing wrong with sending an e-greeting, as long as it has been customized for you. This is especially appropriate if you own an Internet-based business. If you decide to go this route, don’t go it alone. Instead, hire a designer to incorporate your company logo, slogan and personal sentiments.
After all, no matter how altruistic your holiday benevolence, recognizing your customer-base during the holidays is, at its core, a marketing endeavor. After all, gifts (which are not considered to be entertainment) are legitimate, tax-deductible business expenses. Please check with your accountant or tax professional for details and limitations.
Another popular budget-friendly idea is to donate to a charity. Give your clients a list of three or four charities you’d like to donate to on their behalf and let them pick the one they like. This way, the business gets the tax write-off. So it’s a win/win for everyone.
Again, I make no claim to know anything about business accounting. So, where tax deductions are concerned, please check with someone who knows what they are doing. I recommend Ron Drake of TABS.
The Sky’s the Limit
If you choose to purchase gifts for your clients this holiday season, select something that will expertly promote your brand while appealing to the kid in all of us. Granted, this is a tall order. But nobody ever said it was easy to play Santa Claus.
The same rules apply to gift-buying in the business world as they do at home: it’s the thought that counts. So think through your options before slapping down your credit card:
- Would you like to receive the same gift? If not, why would your vendors, customers and cohorts want one?
- Is the idea fresh or stale? Several years ago, the “it” gift of the season was a digital picture frame. These days, even the electronically-challenged have figured out how to upload their SD Card to create slide show screen savers on their PCs or laptops. So try to select a gift that is timely.
- Some gifts stand the test of time because they are good. Don’t be afraid to buy something your clients might already have.
Case in point? Pens.(Pun, intended.) Sure, everyone has one. But there is no such thing as having too many writing utensils. They are easy to personalize, simple to store and inexpensive to mail. In fact, the perfect pens might be just the ticket for reviving frenzied holiday-trips to the post office.