Marketing! Marketing! Marketing!

The concept, “if you build it, they will come” is easily understood by most. In fact, your have probably seen the movie, “Field of Dreams,” starring Kevin Costner. However, the movie’s whimsical plot and famous quote only seems  to apply to sons bringing their dead fathers back from the grave to play a baseball game. Even with this fully understood, I still find myself overly confident in Cargo Metro and its ability to draw customers by just being there.

Luckily, I ran across a great book that addressees the problem head on during one of my motivational browsing runs through Borders Bookstore. I bought, read, bookmarked, highlighted, scribbled and folded the corners of “Marketing Your Retail Store in the Internet Age” by Bob and Susan Negen. This book helped me complete the marketing section of my business plan with ease. I’ve written a couple business plans in the past and after completing the marketing section of these plans, it always felt as if I just wrote a theoretical essay for a college class I needed to excel in, simply for a higher GPA. However, this time, it was different. After I read this book, it really helped me put a solid game plan together on how I would realistically acquire, retain and even excite my customers. I want to impress my customers. Make them smile. Let them know I care. The tactics in this book and my business plan will be extremely valuable, and I truly believe, cause Cargo Metro to succeed.