Does this offend smokers or those that regularly use foul language? I don't know. Maybe. Do you think the heating and air conditioning company cares whether it offends them. Probably not. Why? Because in making that statement, they have caught the attention of a niche market. A segment of the population who prefers not to be around someone smoking and/or using foul language. Even if that that is only 10% of the population, think about how many heating and air companies there are out there. Maybe 100. So, any given company might expect to receive 1% of the market. If, by making a statement such as this, they can capture 10% of the market, how HUGE is that?
Think about that as you are deciding on a target market and how to market to them.
My business opinion is wouldn't it be a better business choice not to offend anyone? Stay positive in your business venture with out being offensive to others for example, they could make this be about workers being on time to locations and equality of the work done. Because if they offend the smokers and foul language users, and these users are the clients they already have this could causes a decrease in their business.
ReplyDeleteI can understand that some people prefer not to be around second hand smoke or listen to foul language, and it maybe a company policy not to do this around customers and their homes, but when a company will only hire only non-smokers to better insure company policy, that is a violation of peoples rights, and I am all about protecting rights, for example, I am not a user of foul language but if another was that's their right to fee speech!
10% market share that is huge for a company with that many competitors. If they could get that on billboards along i-65, where out of town people travel, they could reach a bigger market share.
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