Don’t @#&% your locals.
I walked into an unfamiliar Times Square deli last week on one of those cook-an-egg-on-the-sidewalk days and ordered up my usual can of Coke. The deli-keep said, “That’s $1.75.”
Now look, I’m a little principled when it comes to my Coke . . . especially since I buy so much of it that I should have my own island at Atlanta’s World of Coke. And since I knew this can wasn’t a collector’s item or laced with gold, I put away my billfold and started to walk out the door, figuring I’d grab a $1 Coke from my favorite hot dog vendor on the street.
“Wait, wait,” yelled the proprietor. “What’s the matter?”
“I can get it for $1 about 50 yards from here.”
Then I got inquisitive.
“Why do you charge so much more?”
“For tourists . . .”
And then he smiled like a Disney villain.
Ok, so this deli was in a high rent area, and there were a lot of people speaking in different languages grazing at his salad bar.
But I didn’t see any locals around. And after learning that he was going to charge almost double what others were charging for my 12 ounces of sugary brown carbonated heaven, I understood why.
And come September, when the tourists are gone, and there are nothing but locals left in our fair Times Square . . . guess where we won’t be shopping?
Yes, maximize your profits. Know who drives your bottom line. But be careful about turning away a base audience that could keep you in business for years, not just one season (I’m talking about locals, subscribers, multi-buyers, etc.)
Because your bottom line has no fury, like a local scorned.
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