Are You Ready to Meet Your Next Customer? 1. One day I was returning to the office from a client meeting, when I suddenly noticed that my car’s low tire pressure light flicked on. I quickly made my way to a gas station to check the tire pressure. That’s when I found that one of my tires had a pretty bad puncture and was steadily losing air. Unfortunately, I wasn’t anywhere near a tire shop, so I put air in the tire and hopped back in the car to continue the drive back to the office, which also happened to have several tire shops nearby. 2. At this moment, I quickly (but unknowingly) made the transition from “driver” to “new tire customer”. And it was at that point that a nearby tire shop’s marketing strategy went into action. They were ready to meet their next customer. 3. As a digital marketer, I talk a lot with clients about the need to have a strategy for their digital marketing efforts and what they need to do to execute their campaigns. For many, our natural inclination is to resist structure and try to wing it. But that isn’t going to cut it with their digital marketing efforts. They have to plan, to prepare, to execute, every single day. 4. The local tire shop was prepared. They invested the time in strengthening their organic search position. They focused on their brand name and the topics with which they wanted to be associated. 5. As I drove down the road trying to get back to the office and air was leaking out of my tire, I used Google Now to ask my phone for tire shops nearby my office. While I was waiting at a stoplight, I glanced at the results and noticed the first listing. It was a name I was familiar with (remember: branding is still important!), a location just across the street from my office and they had a click-to-call phone number. I touched the “call” button and was instantly connected to the store. I spoke with a very helpful gentleman who talked me through options and pricing for a new tire. 6. Within minutes I was in the parking lot of the tire shop and speaking with the same person I was just talking with on the phone. He took a look at my situation and confirmed the need for a new tire. They quickly got me in one of the bays, swapped my tire for a new one and had me back on the road. 7. The total time for this purchase from start to finish was about 90 minutes. But in reality, the tire shop’s investment was quite a bit longer. They had to take the time to organize their digital presence. They invested in the assets and information that would have them in the proverbial “right place at the right time.” 8. In short, they were ready to meet their next customer. It’s not going to be easy, but it will be worth it. Complete the following statements with no more than 4 words according to the passage. (1) The tire shop’s investment was_______________________. (2) They invested the time in strengthening ________________________________. (3) They focused on_______________________ and the topics with which they wanted to be associated. (4) They had to take the time to__________________________________. (5) They invested in______________________________ that would have them in the proverbial “right place at the right time.”