Airlines fall victim to their own arrogance

The federal government recently passed new regulations aimed at eliminating the practice of stranding passengers on runways for hours at a time. The new regulations impose steep fines of up to $27,500 per passenger if passengers are delayed on the tarmac for more than three hours.

I'm not a big fan of government regulation, and this will likely cost the airlines dearly in canceled flights and longer delays. However, this is not a new problem. The airlines have exhibited the same brand of arrogance that doctors had before they started losing lawsuits. Namely, that their time is solid gold, and your time isn't worth squat. Airlines and airports could have researched and addressed this problem on their own. Maybe they could have arranged stand-by "hospitality RV's" or something, so that passengers could at least get off the plane, stretch their legs, get a snack and check their email for a while, rather than being held hostage in an uncomfortable chair for who knows how long.

The fact that they didn't come up with their own solution shows just how disconnected they have become from their customers. Evidently, they expected the flying public to simply accept that spending 7, 8, 10 hours sitting on a tarmac with no idea when they might take off, was just a part of flying. The powers that be within the industry found that acceptable because it was more convenient for them.

Consider this a wake-up call for the "too big to care".

Tax increase marketing lessons

The City of Fountain’s recent sales tax increase of .75% to pay for certain infrastructure projects, took a lot of people by surprise when it passed. After all, we’re in the midst of a major recession and tax increase proposals generally don’t sell well around here. So how were proponents able to eek out a victory on this one?

I should point out, in the interest of full disclosure, that Easy Street Designs, the publishers of this paper, did the printing for Moving Fountain Forward, the group that was advocating for the tax increase. However, we were neither advocates for or opponents of the measure.

I believe this was a case where proponents put together an effective marketing strategy early, and opponents simply didn’t believe citizens would vote in favor of a tax increase. First, proponents put together the organization; Moving Fountain Forward. They hired a PR firm; Gain-Stovall. Mayor Jeri Howells submitted an article, which we published, several months ago supporting the measure. A public hearing was held. Signs were posted at intersections and railroad crossings (items on the wish list) and flyers were passed out door to door.

I think more importantly, the campaign didn’t contain the threatening tone of similar proposals by municipalities such as Colorado Springs. There was no implication that police or fire or other public safety spending would be cut if the tax increase did not pass. There was a “wish-list” of intersection and street improvements that the tax increase was specifically requested for. It gave the impression that you were getting something for your extra money, rather than threatening to give you less if you didn’t pay up.

There was also a total lack of organized resistance. Again, I believe opponents just took for granted that most people would vote no. Then Fountain Valley Chamber of Commerce president, Scott Turner, did submit an article, which we published, which didn’t take sides on the issue, but did point out to local business people that this was an issue that will directly effect them and their customers and something they should be aware of and be involved in. We did not receive any submissions opposing the measure.

Some have questioned the fact that TV reports showed the measure failing by 7 votes initially, showing 100% of precincts reporting, but when the final tally was reported the next morning, it had passed. Liz Olson of El Paso County explained that the results reported at closing included all ballots which had been counted by 5pm. Results were updated again at 9:30pm and again at 3:10 am. When the additional 488 mail-in ballots and 9 in-person ballots were added, the measure had passed. Any ballots received within 8 days after the election which were post marked by election day and received no later than 8 days after the election from uniformed services electors serving overseas were also counted. Results were not official until cerified by the canvassing board, in this case, on Monday, 11/16. For more details on the election results, see http://www.elpasoelections.com/2009coordinated/results.htm.

Lessons learned? If you’re a ballot initiative proponent, a positive message is more effective than threats. If you’re an opponent, take nothing for granted.

Sometimes, the economy isn't the problem

I recently had the opportunity to patronize not one, but two local computer stores. Both owners mentioned to me that times were tough, business was slow and they hoped things would pick up very soon. If my experience with them was typical, they'd be in trouble in any economy.

All I wanted to do is bump up the RAM in my old PC. I could have just bought the chips online, but I wanted to do my little bit to support local businesses. I started with the closest one, about 5 miles away and an occasional customer of mine. I went to his shop, picked up a couple of 1 gig sticks that he assured me would work fine. They didn't. I went back, got some different ones. They didn't work either. Finally I brought the computer in. He decided that it was a speed issue and he ordered some different ones for me. When I got back to my shop I started thinking that I'd already wasted a lot of time on what was supposed to be a 20 minute errand. I called the computer store again and asked him if he needed the complete model number of my motherboard so he could ensure he was getting compatible RAM. "Oh no," he said "I know these ones will be fine." Five days later, the RAM arrived. It didn't work. Finally, I did some research on my own (it took all of about 5 minutes on the web) and discovered that this particular motherboard required single sided RAM and all the ones he had ordered were double sided. Not only did he not have a supplier for the RAM I needed he informed me that there would be a 15% "restocking fee" for the RAM HE HAD INCORRECTLY ORDERED!

I probably sent this genius 6 or 7 customers over the previous 12 months. Rather than make a great big deal over the $12 he wanted to steal from me, I simply told him how I felt about it and that he should make good use of it, because he'll never see me or anyone I can stop from going there again.

Okay, it wasn't an emergency upgrade, so it was a couple of weeks before I called another computer store. I had been introduced to the owner of that store when they first opened. He too was now worried about being able to keep his doors open. I told him I had a small order, but I guess it's better than nothing. This time I handed him a paper with the complete motherboard specs and told him to make absolutely sure that the RAM they got was compatible with it. After not hearing from them for several days, I called to check on my RAM order. The associate who answered was pleased to inform me that they had the RAM in stock. I told him about my previous experience and again asked if he was sure this was the right RAM. "Oh yes" he said "But bring your computer in and, if it's not, you wont have to pay a restocking fee." I pressed him on the issue again, because the time it would take to disconnect my PC and make the 15 mile round trip, through heavy traffic, was not insignificant to me. He was certain he had the right product. Just to be sure, I again got on the web and looked up the specs. This time I found what I was looking for in two minutes. I called the shop back and asked him if the RAM he was ready to have me drive up and install was one sided or two sided. "Two-sided" he said.

I'm pretty sure a computer repair shop has internet access. Further, the "experts" there should already know where to get the information they need to ensure compatibility. Yet, in their mind, it was better to waste an hour of my time, as well as a gallon of gas, than to spend a minute or so of their own time looking up the information they needed to ensure they were selling me the right product.

Ultimately, I ordered my RAM online...again. It was cheaper, it works, and in purchasing it elsewhere, I'm not supporting bad business practices in the local market.

Easy Street Designs now carries MacVan maps

Easy Street Designs at 109 Kiva Rd in Security, CO is pleased to announce we now carry MacVan street maps of Colorado Springs, as well as their Colorado map book.

Regular maps retail for just $4.95, the laminated version is $7.95 and the big map book is just $24.85. Other MacVan maps also available upon request.

20 Cent Color Copies or Prints

Easy Street Designs' 20 cent color copy sale starts Monday! Two-sided, 39 cents. Upgrade to gloss just 3 cents more!

Customer provided file or hard copy, no full bleed.

$7.50 flat rate shipping anywhere in the continental U.S.

Traditional Values can Make For Happy Holidays

Many businesses count on the fourth quarter holiday season to make their year. With unemployment nearing 10% nationwide and an uncertain economy still with us, this holiday season will likely not be a blockbuster. However, that doesn't mean you can’t make it a jolly one.

Owning and operating a successful small business is not all about piling up cash. It’s about freedom, rising to challenges, meeting and exceeding people’s needs and expectations and generally making people’s day a little brighter and having fun doing it.

Whether you’re a religious person or not, the holidays are a time to focus on the real values in your life; family, friends, remembering good times past and creating new ones. Perhaps it’s because the days are shorter and the weather is colder that we have come to see this season as a time to concentrate on the warm and the bright side of life. Whatever the motivation, this is a good year to really take it to heart.

How does this relate to your holiday business strategy? Well, money may be tight for consumers this year, but they still want to reinforce personal connections and traditions. If you don’t currently carry greeting cards, maybe you should start. Unique, custom cards are particularly popular, but if you aren't the artsy-crafty type, a service like Leanin’ Tree can provide both the displays and the stock.

You may carry fewer of any given high end item, but don’t bail on them entirely. Many families will still choose to make high end purchases, just not as many of them. On the other end, you’ll want to offer low priced alternatives, but don’t go low quality. An inexpensive gift that lasts can be appreciated for years to come. A cheap trinket that breaks within a week might just foster disdain. Ornaments make a great low cost gift item. Whether it be a wreath, a wall hanging or something for the tree, it’s something that most everyone can afford and may even be passed along to future generations.

Don’t be afraid to deck the halls. Despite what you may have heard on the news, a festive atmosphere is not going to offend enough people to worry about, unless your business model is strategically targeted at killjoys. You don’t have to be a born again Christian to appreciate a good light show, even if it does involve a manger. You can also include Hanukkah, Kwanzaa, Santa Claus...go nuts.

A great in-store promotion, especially in tough economic times, is drawing for free gifts or stuffed stockings for the kids. This year, rather than one big one, consider several smaller ones. Make the drawing at least a week in advance of Christmas. Kid’s love to unwrap surprises. It doesn’t have to be a new car or a PlayStation. Just something fun. A gift card or certificate to a local restaurant can provide an evening of family fun for your customers while also helping out a fellow local business owner.

In uncertain times, people often look to the past for comfort and for grounding. Think nostalgia. Traditional holiday books, albums and the toys and games you grew up with could be good sellers this year. On the “new stuff” end, think communication. While you may not want to go head to head in the cell phone sales arena, you could offer accessories like colorful cases and head phones. Flash drives are inexpensive and handy items as well. Speaking of comfort, maybe an assortment of chocolates on display near the register?

None of these things are going to lead you to record breaking sales this year. There will be some businesses that achieve that, but they will be the exception, not the rule. Adding some inexpensive, thoughtful items to your inventory may help at the margins however. More importantly you want to show your customers, and yourself, that a tough year is not going to bring you down. Remember what’s really important to you. It’s the fundamentals that will bring us through this economic fog, ready to move ahead in the right direction. Now is the time to reflect upon and celebrate them.

Penny Pinching Marketing

Times are tough. Budgets are tight. But you’ve still got to keep yourself out there in terms of marketing. There are some time-tested marketing techniques that require a bit more time and less cash than what you might focus on when cash flow is healthier.

If delivery of your product involves any kind of packaging, consider full color labels. A box of 100 - 2” x 4” Avery type labels can be had for less than $30. You can buy and print yourself, or your friendly neighborhood print shop can provide labels and full color printing for about $2/sheet (10 labels). At 20 cents a pop, it’s a cost effective way to create a bit more awareness among your customers and the people they deal with. It’s also a good idea to include samples and/or promotional items along with packaged or shipped items. Toss in some extras, so they can share.

If you’re sending out invoices, including a flyer, update, magnet or a couple of business cards likely wont cost you any more in postage and makes it easy for your existing customers to refer you to friends and associates.

If direct mail is no longer in your budget, consider door hangers. They don’t cost any more than postcards and even if you don’t have time to distribute yourself, it shouldn’t take long to find some enterprising individuals willing to do the job at 10 cents/piece. You may even be able to enlist your favorite non-profit to provide the footwork in exchange for donating what you would have paid hired help. Another distribution alternative is inserts in local, regional papers. Most charge about 5 cents per piece (not including printing). It’s not quite as direct as a mailing list, but at just over 10% of the cost of first class mail, it’s a great value.

Banners can be a great value as well. They can be used many times over and they’re portable. You can display them on your site and/or, for a small fee, many youth sports organizations and community events organizers will let you display them at games and other activities. Many new cars are not conducive to car magnets, due to the contours of the doors. But, if yours is, you might want to put your vehicle to work. Even if you only put them on while parked in a conspicuous location during business hours, it’s extremely cost effective. Just be sure to store them flat when you take them off.

Business card and calendar magnets are a perennial favorite as well. Again, if you want your current customers to remember and refer you, make it easy. What’s easier than walking over and looking at the fridge or the side of the filing cabinet or microwave while you’re talking on the phone?

Above all, don’t let fretting over a tight budget cause your execution to suffer. The customers you already have are your number one priority. Take good care of them and they will bring you others. If you run into a problem, be up front and communicate. Most will forgive a mistake. But if they feel like they’re being ignored or misled, they’ll take it personally. There are too many people competing for the same business for you to lose a good customer because you didn’t want to make a potentially awkward phone call.

These are not revolutionary new ideas. But they may be ideas that got brushed aside when you could afford to try other things. The key, when money is tight, is to focus not on what you can’t do, but on what you can do.