The family and I piled in the minivan last week for an end-of-summer-vacation trip. Our drive from suburban Atlanta took us up Highway 441 through the small North Georgia town of Tiger. It was there that we passed a roadside store with a large sign that announced, "GOATS ON THE ROOF." As we got closer, we found out there was nothing figurative about this sign. There really were goats climbing around on the roof of this store.
The store is brightly colored and designed with a lot of old fashioned charm. Inside they sell gifts, candy, rustic furniture, and little stuffed bears branded with the store's logo. On our four-hour drive we passed countless little tourist traps that could be described similarly. So what is it that has made this place iconic and almost impossible to drive past (especially if you have kids)? There are goats on the roof!
Here's a store that could have done marginally well selling quality stuff along a stretch of highway that's (let's be honest) not exactly located in a destination city. But they didn't. They took a bunch of goats, some sod, and presumably some animal sedatives; climbed up on the roof and made a name for themselves.
So where are your goats?
If the nature of your business isn't ideal for rooftop fauna, consider other ways you can turn heads as customers "drive by." And don't say, "We provide better service." Customers have to first give you the chance to serve them. Get them to notice you by offering a loss-leader. Provide on-site service when your competitors don't. Make some aspect of an otherwise dull experience fun. If you sell to parents, make sure you don't forget about the kids.
It doesn't have to be revolutionary. In the example of putting goats on the roof, it doesn't necessarily have to make sense! It just has to get you noticed and give you the opportunity to then win with service. That will prime the pump and begin building your throng of devoted recommenders. |
© Goats On The Roof |
