I am new to my home in Charleston, SC and am still getting familiar with this town and getting my two feet on the ground. Not only am I adapting to my new job and new friends, but I am also exploring churches, schools and regular doctors for myself and my family.
Several months ago I was taking care of a few errands and on my way into the town plaza that housed my favorite supermarket, I had to pass by the backside of a business building that I had never seen the front of. In what little bit of yard they had behind their building by 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 remember snickering to myself at this simple message. "Of course they are accepting new patients," I thought to myself. "Aren't ALL businesses ALWAYS accepting new patients and clients? Who would turn anyone down!" Personally, I did not find this sign to be very clever.
But two months down the road it was time for my children's yearly dental checkup, and guess where I was calling to arrange appointments? You got 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 wouldn't take my children to any old dental office without doing any research on it first. But that particular office was the first one I looked into, and lo and behold, 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 pulling 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 a great return on investment, if I do say so myself!
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