While visiting my favorite vegetarian (and probably only) cafeteria in my hometown of Ponce, I always have a huge issue with trying to find parking. First, it is located in an area of Ponce which is not the safest place to park your car and second they have few parking spots in there lot.
What does not make sense to me is that one of the employees or better yet the owner has a parking spot right next to the entrance. I really enjoy the food they make at this cafeteria since it is vegetarian with Puerto Rican’s flavors.
They serve a small niche which no one else serves and on most occasions I feel they miss out on taking care of their loyal customers. I guess it is the mentality of having a monopoly on ready-made, vegetarian food and products which I can’t find anywhere else in the southern part of the island.
After reading Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization (Amazon Affiliate link) from my friend Olivier Blanchard, I really think they could do a lot better with these three items better know as FRY (Frequency, Reach, Yield) which @thebrandbuilder speaks about in his book.
If they decided to focus on customers they would be able to make the most out of FRY .
Frequency : If the owners of this place made it easier for you to find parking like giving up that extra spot near the entrance to there customers, they might increase the Frequency of visits. Everytime I feel like having lunch or buying my vegetarian products from them, it becomes a hassle since I have to go hunt for parking when the owner’s parking spot is empty.
Reach : When you send the message that you take care of your customers, they will reach out to their contacts and share there experience. I could have written about them using a different approach by sharing how great they are. Putting a positive spin on the post, would have reached many of you who read this blog and piqued your curiosity to stop by the cafeteria.
Yield : When I have to park far away or when I have to wait on the cashier to charge me, I end up either not buying items or grabbing just what I needed. This makes it a lost opportunity for them because I end spending less money. If I have more time or felt more comfortable visiting them, I might spend more money.
I am sure that if the owners started thinking as a customer who could not find a parking spot and left, they would probably remove the sign!
What is more important as a small business owner having perks for yourself or passing them on to your customers? Any Thoughts?