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Exclude the wrong customers to attract the right ones

By Becky McCray

Caption

Charleville Bush Caravan Park is for non-smokers only, and guests love it. Photo courtesy of Graham Reid. 

What if you cut out an entire group of potential customers? You just might succeed.

Graham Reid from Charleville Bush Caravan Park in Australia has been telling me about their business’s success with allowing non-smokers only. It’s the kind of niche idea that many rural businesses could adapt.

There are a few parks that ban smoking on site but Charleville Bush Caravan Park is the first and only one to place a ban on smokers. The implementation of this rule now in its third year has been a bold move and sets our park apart from all others. People who stay here love the rule, many saying that’s why we are here….We also have a no-pets policy and un-suitable for children policy. People are looking for what we offer this is evident in the increase in patronage each year.

They also offer non-smokers only tours and are building a new bush camp for non-smokers only, too.

Some other business owners have actually mocked this business idea, but three successful years are a pretty good rebuttal. I think it helps that Graham grew up in a rural area and has years of experience in tourism-related businesses. He did the research and found that this is what his customers wanted.

Could a non-smokers only policy help your business? Or is there another way you can define your niche by excluding the wrong customers and attracting the right ones?
 
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About Becky McCray

Becky started Small Biz Survival in 2006 to share rural business and community building stories and ideas with other small town business people. She and her husband have a small cattle ranch and are lifelong entrepreneurs. Becky is an international speaker on small business and rural topics.
  • Zoom Towns: attracting and supporting remote workers in rural small towns - December 10, 2020
  • In an economic crisis, spend your brainpower before your dollars - November 25, 2020
  • Video: How to fill empty car dealership buildings for the holidays - November 6, 2020
  • How has 2020 changed the challenges rural small towns face? Tell us here - October 20, 2020
  • The Idea Friendly Method to surviving a business crisis - October 6, 2020
  • Join me for the Rural Renewal Symposium online Oct 13 - September 26, 2020
  • Cheap placemaking idea: instant murals - September 11, 2020
  • Refilling the rural business pipeline - July 7, 2020
  • Huge vacant buildings: grants to renovate? - June 9, 2020
  • Economic self defense for small towns  - June 7, 2020

February 10, 2014 Filed Under: entrepreneurship, marketing, rural

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Comments

  1. Raul Colon says

    February 10, 2014 at 9:22 am

    When things are tough it’s so hard for small business owners to exclude the wrong kinds of customers but in those moments its even more important to define who you want to cater and be part of their community.

    The loyalty that comes from that is one that usually creates healthier and long standing relationships.

    For example being vegan I see many vegan/vegetarian restaurants catering to meat eaters (as if there where not enough place for meat eaters to eat). What these restaurants do is drive me away from their business because of cross contamination and the fact that their unique value proposition for me would be no meat in their place.

    I guess sometimes its seems easier to cater to everyone but it only works against us.

    • Becky McCray says

      February 10, 2014 at 10:26 am

      Raul, a restaurant is a great example. Rather than try to serve everyone, it’s smarter to exclude some people in order to delight their best people.

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  1. Weekly Roundup: Digital News The Dentists Needs - Friday, February 14 says:
    February 14, 2014 at 5:33 am

    […] Insert “Patients” for customers:  Exclude the wrong customers to attract the right ones […]

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