This is 3Bits & Change, an email about building a service and retail business. This one was written to the sound of a Dyson fan and airplanes taking off overhead.
The truck has been on the road for a few months. It’s starting to have it’s own workflow, different than the store, but equally good.
We had a chance to bring it on tour to +10 similar locations/contexts in the last two weeks. Here are a few things we learned.
//no.1 - Message the day of or at least two weeks ahead
Messaging the truck will be at a place and time a week in advance is less than 1/2 as impactful as messaging two weeks in advance. It seems a week is just not enough time for people to make sharpening plans.
However, we also had a number of persons see the truck, ask how long it’d be in that place and go home to get their kitchen knives for service.
Both instances show strong demand. But, when it comes to sharpening, message the day of, or more than 14 days in advance for the best results.
//no.2 - Saturdays>Fridays
Sharpening at a truck seems to be much more of a Saturday thing for most home cooks. I wish it were not. I wish Thursday afternoons were as busy as Saturday mornings. I like my Saturdays planned with tennis in the mornings. However, if success is going to be measured by the number of customers arriving at a the truck with knives, the schedule must have Saturdays on the list.
//no.3 - ??FREE
There are parts of town where customers read “First knife Free, 3 knives for $20” and somehow think the whole experience is Free, even if they bring 5 knives.
These areas happen to be parts of town known for being more “educated.” This is a really important thing to learn. We’ll not schedule the truck in those places going forward. It is what it is.
Sum
The truck certainly catches attention. The wrap is doing some heavy lifting. The truck also gives us the opportunity to “do” something and introduce the brand to folks. It “drives” people to make plans and visit the store in Edina too. And, we still have a bit of work to do to dial in these Sharpening Tours.
The next tour will be better.
Change
We’ve run our first Sharpening Block Party. It was a hit! Video.
I’m so pleased with how this summer round of the Tres Beau series turned out. Video.
Had the chance to spend a day with a very talented bladesmith. It’s apparent in the way he moves that he’s a craftsperson. Video.
On Your Way
We’re headed into August. We’re going to change the hours on the shop to represent reality. Folks slow down in August. We’re going to drop Sundays. Enjoy the heck out of the last 5 weeks of summer here!
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Order kitchen knives sharpened or give the gift of sharp at Vivront.com.
Really geeking out on your sharpening - marketing insights. People are fascinating