Manilow Suites is known around the World
An elderly man was sitting next to me on a flight from San
Diego to Chicago. He told me he was from Australia and spent a wonderful month
in Chicago a couple years ago. When I asked him where he stayed, he said with
gusto, “Why I stayed with Mrs. Manilow!”
Before I told him my name, I sheepishly asked, “How were the
accommodations?” “Great!” he said with excitement.
Relieved to hear the answer, I proudly presented my business card to him.
Word of mouth is still the best marketing technique when trying to acquire the right customer.
In small business, finding your niche is so important because it greatly limits the
amount of valuable resources spent marketing to the wrong customer.