During this economy, where should I invest my money to attract new customers?
Two months ago I opened a coffee house in Southern California. We specialize in gourmet coffee and tea. Everyone that comes in seems to like the place and our drinks, but still we don't have the turn around that we would hope for.
At a time when consumers are emphasizing needs over wants, it may be difficult to convince them to spend money on gourmet coffee and tea. Just look at what's going on at Starbucks, for example.
The best thing you can do is to emphasize products that present a real value -- such as ground coffee or boxed teas -- purchasers can make at home for less. It's really not about your decor, it's about the economy.
Kim Gordon is the owner of National Marketing Federation and is a multifaceted marketing expert, speaker, author and media spokesperson. Her latest book is Maximum Marketing, Minimum Dollars