A Missed Filter-Free Fridays™ Opportunity

Driving through Calgary recently, I spotted a sign. Well, if the truth be told, it was my wife who saw the sign first and she yelled out, “You’ve got to take a picture of it.” She really gets the concept of Filter-Free Fridays™.

So we turned around the car and rolled into the parking lot to see the sign that I thought was a completely missed opportunity by the sign company sales representative to offer a Filter-Free Fridays™ piece of honesty to a small business owner attempting to gain a share of the “dollar store” market.

Now, first of all, the dollar store market is competitive because … well … because everything costs a dollar. Price isn’t the competition point. In fact, you expect the price to be the same. So what separates one dollar store from another. That’s where someone tried to get a little creative … when, in fact, the sign looks like it was produced by the Department of Redundancy Department. Here’s the sign.

Seriously, do you really need to tell people that you have super deals at low prices? It’s a dollar store. That’s sort of the expectation. The low price ($1) is supposed to be the super deal.

And honestly, would you be encouraging friends and family to buy your birthday gift from the dollar store? “Gifts and much more?”

Every dollar store has low prices. Every dollar store has super deals. I suppose if you wanted to cheap out, you could buy a “friend” (I use that word loosely) a crappy gift from the dollar store.

What separates one dollar store from another? Service, how you treat people and the quality of the product. Maybe that could have been on the sign instead of redundancy. It was certainly a missed opportunity for the sign company sales rep to help the customer differentiate in a crowded market. Instead, they filled the sign full of redundancies, really saying nothing of value and made it into a bit of a joke. Maybe the sales rep should have spoken up.

On Filter-Free Fridays™, will you remove the filters that prevent you from being honest and finally speak the truth to your customers or will you just take the order and only think about yourself? You have a choice.