I am new to my home in Charleston, SC and am still getting accustomed to this town and getting my 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 my family and I.
A few months ago I was taking care of a few errands and on my way into the strip mall that housed my favorite supermarket, I had to pass by the backside of a business building that I had not seen from the front. In what little bit of grass they had behind their building by the parking lot I was driving through, I noticed a plastic sign stuck in the yard stating simply: "Now Accepting New Dental Patients" above a phone number for a dentist's office.
I remember laughing a bit to myself at this simple message. "Obviously they are accepting new patients," I thought to myself. "Aren't ALL businesses ALWAYS accepting new patients? Who in their right mind would possibly turn anyone down!" Personally, I didn't find this sign to be all that clever.
But a few months down the road it was time for my children's yearly dental checkup, and guess where I was calling to set up appointments? You guessed it...that 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 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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