Wandering lonely as a cloud along Falmouth high street this morning I realised that putting a large poster in your window that announces “SALE!” is of absolutely no use whatsoever.
Why?
Because probably 75% of the shop windows were proclaiming exactly the same message.
And a few have closed down since Christmas -Â Woolworth, of course, (and I wonder which mindless cannon-fodder put a brick through their window last night?) and even “South to South” my favourite Brazilian outfitters, who have struggled along for 9 months and finally given up the ghost.
All the rest are shouting “SALE!” – so what?
You are going to have to try much harder than that to get me in the front door and spending my money.
So who were the two businesses that were trying harder this morning?
- Caffe Nero – who strategically positioned a very pleasant young lady (with a personality) outside the front door HANDING OUT FREE SAMPLES of their most popular beverages and inviting people inside to try the real thing. Result – a busy store, whilst numerous other traditional tea houses are empty;
- The homeless guy selling “The Big Issue” outside HSBC – not pushing himself on people but just being there – and many, like me, were prepared to reward his self-motivation and the excellent core values of his organisation – by investing a couple of quid in his product.
Everyone else – standing in their stores, bitching, moaning and whining about the economy.
Whilst a cruise ship full of Italian tourists descended on the town and disappeared into Marks & Spencer (the power of branding) and…..
Caffe Nero!
Cafe Nero in Falmouth, originally uploaded by coachbarrow.
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