Try Some Small Changes to Make a Big Impact

Drew McLellan, a marketing blogger in Iowa, illustrates how a small change can have a big effect:

Over 50 million people eat fast food every day in the United States. A vast majority of those eat their fast food meal in their car. And I dare say, a good percentage of those eating in the car — end up dripping ketchup or burger juice or something onto their shirt. (First two stats are legit, third one is my supposition).

So that’s a lot of stained shirts and irritated customers.

Panera solved this problem with a dash of glue.

Instead of letting its fast food customers drip sauce on their clothing while eating-and-driving, Panera Bread restaurants sell sandwiches in a paper envelope. No drips, no mess. Read Drew’s original post for details and photos.

What about your heritage rail operation?

• Reorganize what you ask from customers at the ticket window to speed up the line
• Cut unnecessary questions in your mailing list signup form
• Remove text and create “white space” on your print advertising
• Change the “landing page” for your online ads

What small change can you make this week that will help you improve things?

About the Author: Heritage rail marketing expert Karl Sakas helps North American tourist railroads, railway museums, and private railcar owners “keep the trains running” using marketing and technology. Get more information at www.HeritageRail.biz.