I am new to my home in Charleston, SC and am still becoming familiar with this town and getting my feet on the ground. I am not only trying to adapt to my new job and friends, but I am also exploring schools, daycares, churchs and regular doctors for myself and my family.
A few months ago I was running a few errands and on my way into the strip mall that housed my favorite grocery store, I had to pass by the backside of a business building that I have not seen the front of. In what little bit of grass they had behind their building and before the parking lot I was driving through, I saw a plastic sign simply stating "Now Accepting New Dental Patients" along with a phone number.
I recall snickering to myself at this simple message. "Of course they're accepting new patients," I thought to myself. "Aren't ALL businesses ALWAYS accepting new patients? Who would turn anyone down!" Personally, I did not find this particular sign to be all that clever.
But a few months down the road it was time for my kid's annual dental checkup, and guess where I was calling to arrange appointments? You guessed it...the dental office next to my favorite supermarket.
Though I still had never even seen the front of their building, nor had I heard or seen any advertisements for that particular office, I was still new in town, and I needed to start my dental research somewhere. And the office with the custom plastic sign was at the front of my mind.
Of course I wasn't going to take my kids to just old dental office without doing any research on it first. But that particular office was the first one I read up on, and as it turns out, they met all my criteria! I had now found my family's regular dentist, and all because of a custom!
With little creative effort and at a very low price, the dental office'swas bringing in new patients left and right! By simply taking advantage of that busy supermarket parking lot that lies behind their establishment, they were putting themselves at the front of many people's minds. Now that's an ideal return on investment, if I do say so myself!
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