Thursday, November 01, 2012

Simplicity and our Church Cafe

How’s this for the effectiveness of Simplicity.

In our Church Centre Café we wanted to see an increase in our takings by capitalising on our prime City Centre position and high volume passing foot traffic. It seemed we were missing potential custom. We pondered involving a marketing ‘expert’ to advise us. We racked our brains about how we might attract more trade. Mass publicity, leaflet drops, all sorts of ideas were mooted ….. Until someone suggested we try a handwritten menu on a chalkboard A-Board outside the café entrance that people walking along the pavement could not miss. We already had an A Board that looked boringly clinical and corporate but our handwritten chalkboard really gives an authenticity to our café that the other A Board did not offer.

BINGO! .… it has worked and how!

We have had record takings for the last month or so. New customers are coming back and also telling their friends. What’s the evidence? - I can say anecdotally that every time I put the board out someone walking along the pavement will stop and look. I take the opportunity to do some live research with those people and ask them if they knew previously we were a café – usually people say “I’d no idea until this board appeared – but now I’ll pop in”
The cost of asking some marketing expert would have been massively out of our budget range.

The cost of our authentic chalkboard was £35 from EBay
Simplicity works!

Simplicity and the National Health Service

I spent 35 years working in National Health Service (NHS) management banging the drum for Simplicity saying we make things far too complicated. Having left the NHS 8 years ago it’s clear to me that my Simplicity mantra is needed just as much today.
When we ring our NHS Doctor’s Surgery this is the simple (not) greeting we hear:

“Welcome to the City of Coventry NHS Healthcare and Walk-in Centre, how can I help you?”  
I felt like saying “I could provide you with oxygen because you sound breathless after that little gem rolled off your tongue!”

I rest my case for Simplicity.