The Chaffey College Effect

I live about a block from a popular community college. For years, it’s always been the same; traffic really picks up during the first week or two of classes. Its parking lots are full to the brim, and students are forced to park their cars on a residential street, forming a quarter mile long line.

By mid term everything is back to normal and the streets are once again quiet. I liken it to free breakfast day at Denney’s. Once the promotion is over the lines disappear, and only the real customers return.

Yes, there’s a huge universe of possible customers for your business. How many, though, are in it for the long term? Would you see that customer beyond the coupon or price promotion? Is he taking advantage of what only you can do clearly better than the rest? Or do you only hear from from her due to transient convenience factors and lack of other choices?

Much is said about gaining more customers. But it’s relatively easy to do that in the short term. Yet a real business depends on real customers, meaning customers that are truly devoted to your cause. Is that the kind of business you have?