I see a lot more small businesses employing wavers this year – people standing by the roadside in the triple-digit Texas heat, holding signs promising big deals, waving at traffic.
A waver at the roadside may attract my attention to a business I didn’t know was there. That gets me in the door exactly once. After that it all depends on whether a customer gets value or not. Wavers are like an aggressive search engine marketing strategy, when you think about it.
I’ll see the waver again when I drive past tomorrow. (And I’ll see the sponsored link at the top of the Google results again tomorrow too – and I’ll see sponsored blog posts, for that matter). But I won’t stop because, in this case, the experience didn’t live up to the promise.
What if they’d put that waver to work inside the business, improving things like the broken ‘Open’ sign, the cleanliness of the shop, the speed of the service? Maybe a little more focus on making existing customers want to come back will translate into less of a need to flag down new ones at the roadside. Do it right – and maybe your existing customers will be the ones waving new customers into your shop.