What if you cut out an entire group of potential customers? You just might succeed.
Graham Reid from Charleville Bush Caravan Park in Australia has been telling me about their business’s success with allowing non-smokers only. It’s the kind of niche idea that many rural businesses could adapt.
There are a few parks that ban smoking on site but Charleville Bush Caravan Park is the first and only one to place a ban on smokers. The implementation of this rule now in its third year has been a bold move and sets our park apart from all others. People who stay here love the rule, many saying that’s why we are here….We also have a no-pets policy and un-suitable for children policy. People are looking for what we offer this is evident in the increase in patronage each year.
They also offer non-smokers only tours and are building a new bush camp for non-smokers only, too.
Some other business owners have actually mocked this business idea, but three successful years are a pretty good rebuttal. I think it helps that Graham grew up in a rural area and has years of experience in tourism-related businesses. He did the research and found that this is what his customers wanted.
Could a non-smokers only policy help your business? Or is there another way you can define your niche by excluding the wrong customers and attracting the right ones?
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