“Where” is a key question

A coworker of mine recently forwarded an email newsletter to that he thought would be interesting. The newsletter was for a small company that offered a wilderness venue for events such as retreats, offsites, weddings, and family gatherings. The newsletter was interesting enough that I actually clicked-through to see their full site and was pleased to see nice photos, good descriptions, and a fairly clear picture of what they offered.

However, one of the key things was missing – I couldn’t find where they were! Their site didn’t have a business address listed, nor did it have an embedded map, or even large heading with a short description underneath it. For me, where a service provider is located is one of the first questions I ask, and if the answer can’t be easily found then I am inclined to move on to another competitor who will tell me where they are.

“Where” is a key question for many consumers, and the answer has implications on their likelihood of purchasing the product or service. Even in an era of increasing globalization people want to know where their products are coming from, if only because this tells them how long they’ll take to ship. Looking at a business like this wilderness venue, “where” is a  critical question to the buying process. I’m located in Calgary and it makes a difference to me if your venue is located in Bragg Creek vs Nordegg vs 100 Mile House.

“Where” is just as important as the other key questions: (who, what, when, why, and how) and as consumers are now more location aware than ever it is a critical question to be answering.

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