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Mr. Marketing:Stop screaming in my ear

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Working from a home office demands I regularly venture out to acquire fresh ideas and meet new people.

Last week I found myself at Starbucks writing a proposal. Two coyote pups sat in the corner, howling.

Okay, they weren’t really coyotes…just little boys pretending…but the effect was equally chilling on my new business efforts.

Most independent consultants like Starbucks for the endless ability to sit undisturbed. People-watching for inspiration can be more productive than staying home is.

Yet I’ve noticed an increasing trend of moms and kids at Starbucks during the day. With them comes noise, litter, and my frustration.

This trend undoubtedly brings Starbucks profits, but stresses anyone seeking a quiet workplace.

Having raised a child, I appreciate every parent’s desperate need to talk with other grownups. I also respect Starbucks’ desire to increase their revenues.

All of which brings parents of young kids and business people, both needing an adult environment, into conflict.

As a kid, I was exposed to restaurants that had smoking and no smoking sections. Anyone in the no smoking section quickly recognized the smoke doesn’t respect the artificial barrier.

It’s the same with Starbucks. The noise from kids doesn’t just stay in their part of the facility, but consistently leaks into the quiet corners I’ve staked out.

Perhaps it’s time to install soundproof rooms at Starbucks. No, I’m not suggesting we park the kids in there, though that might not be a bad idea. Rather, providing a guaranteed peaceful place for me and mine might be in order.

Starbucks initially built much of its business appealing to folks like me. As such, they must be cognizant that the noisy kid thing is driving professionals to quieter competitors during the day.

In fact, any business in pursuit of new customers should be asking whether they’re simultaneously chasing away existing ones.

It may be time to examine your customer base and their needs. My guess is you’ll find you have different groups you’re appealing to, and their needs sometimes contradict each other.

Failure to address these various needs may negatively impact your sales without you even realizing it. The last thing you want is to discover groups of customers have disappeared, bringing an unpleasant surprise to your bottom line.

With that said, I wish you a week of profitable marketing.

What do customers want? Find out at www.askmrmarketing.com.

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