Marketing 101

Imagine you own a gas station that has 800,000 cars, trucks and semi's drive by per day. What would be your #1 marketing technique.

• Brochures?


• Phone book?


• Word of mouth?

You're getting closer...

It would be SIGNAGE. On my way to a conference, I decided to exit off the highway and get gas. I saw the McDonald's arches so I took a chance that the exit would have gas station. I turned the corner and saw the gas pumps, and there were even cars at the gas pumps, but the place looked like it had been out of business for years. There wasn't a single sign in the window or even on the building. It wasn't run down necessarily; just void of any life (other than a few cars and an ice machine). I hesitantly pulled up, still eagerly searching the windows for a neon sign of some sort to indicate the place was open. I could see the shadow of neon inside the store and people were entering and exiting, so I decided it must be open. Why did it take me five minutes to figure that out?



Here's a picture of the gas station, which was very nice on the inside, but has completely missed the opportunity to take advantage of the #1 rule in business: location, location, location.