Deterring Traffic = Huge Mistake

There’s a great sandwich shop about three blocks from the office called Lenny’s. Their sandwiches are some of the best I ever tasted and their service is rockin’ like Dokken! However, it’s a real hassle to get to because the highway becomes too congested with cars during the lunch rush. So I, and other savvy commuters, found a short cut. To take the shortcut you must go through a backstreet, then through a small local business’s parking lot, which connects with another backstreet that takes your right to the sandwich shop. It worked great for a while, that is until the owner/manager of the local business started purposefully blocking the entrance to the second backstreet from his parking lot with his car. I guess he was tired of the excess traffic.

He’s making a huge mistake and wasting a great opportunity.

First off, the small business isn’t on a high traffic street and doesn’t get much exposure to passing commuters. Most businesses want extra traffic but apparently this guy either doesn’t need it or is too short-sighted to realize he’s telling possible customers to kiss-off.

Second, the owner is missing a great opportunity. He could capitalize on the extra traffic by putting up a sign that said, “Show me a Lenny’s receipt with today’s date and receive 10% off your purchase!” Give that extra traffic a reason to stop by your business and a chance to buy your product.

If you’re a small business, it’s never a good idea to deter traffic.


3 Responses to “Deterring Traffic = Huge Mistake”

  1. 1 ben4rest July 2, 2007 at 9:58 am

    Some people just don’t think – they react out of emotion. It’s funny how many people cut through our parking lot to dodge a light.

    What’s the law on doing that? I’ve heard it is illegal.

  2. 2 Michael July 2, 2007 at 1:35 pm

    Yeah, it is illegal, but that doesn’t mean a business should deter traffic from its parking lot.

  3. 3 katie July 5, 2007 at 2:01 pm

    no traffic or parked car could deter me from Lenny’s pepper relish!

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Who am I ?

My name is Michael Morton. I believe in bringing energy and professionalism into the office, that knowledge is power, that leadership trumps management, that customers are more influential than advertisements, that content is king, and that two heads are better than one. I currently lead the marketing efforts of the Strategic Alliances department of my company. Let’s talk marketing!

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