What You Can Learn From the Way Old-School Retailers Do Business
This week I want to tell you a story, and pay tribute to a local businessperson who recently passed away.
I don’t live in a particularly small town (about 200,000 residents), but for the last 16 years — since I moved to Florida — I've been a regular patron at Howards, a local gourmet market named after its founder.
After a brief illness, Howard passed away on July 5. I found out the next day when I walked into the market and saw the looks on the employees’ faces. One look and I knew something was very wrong. In a short period of time, I saw quite a few people weeping — both employees and patrons.
On the TV monitor over the register a tribute was playing to the owner in a loop. I offered my condolences to some of the long-time employees, paid and left. As I walked to my car, I started to tear up, too. Now I'm not a particularly weepy person, so I found it odd that I started to cry.
But this man, and the business he'd built, had been a part of my daily life for a long time. The store would hold classic car shows, July 4th fireworks and more in its parking lot. When there was a hurricane, Howards stayed open to keep the community going.
I can't tell you how many parties, BBQs, dinners, etc. my wife and I have enjoyed courtesy of the foods Howards provided.
And almost every day for 16 years, there was Howard by the front register talking to customers and building relationships with all who entered. He knew my family by name. Even gave my son, who was seven-years-old at the time, a job application to fill out (we had fun with that!)
Jim Gilbert has had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.