I have stayed silent on this issue, mostly because I hadn't seen the
offending TRF newsletter until I received mine this week. Woe be those of
us in TX. I really don't see what's so unusual about anything I read in the
newsletter. I have been reading C.R.'s writings since he began his
company, and he has always rambled on about his family, the company and his
business exploits. None of us agree with everything he does (I think the
Cov. Inn is a mistake and he really should donate one of the TRS cars to
me), but it is totally within his character to write a piece such as this.
As a former retail store owner (and now as a small business consultant), I
have personally seen many retail operations use a special club, complete
with club dues and varied benefits in an attempt to establish customer
loyalty. It is very common in specialty retail. There is nothing new in
what TRF is doing. The $100 price tag is high, but the higher the price
the better benefits he can give and the more we give up if we choose to
shop elsewhere. I used to own a pet franchise store that had a nationwide
customer club called Club Pet. Cost $10 a year for you to join. You got a
quarterly magazine with $$ off coupons, 10% off private label goods,
specials all the time- etc. etc. blah, blah, blah blah blah. This is the
exact same approach Charles is using. You pay your $100 and your a member,
you've bought in to the program. Another thing about the $10 pet club
membership, it only cost $4 to the store, a nice little mark-up to cover
the cost of some or all of the giveaways. I applaud Charles for trying new
ways. I think he being a little pessimistic however. As the market for LBC
parts continues to shrink over the next few years and Moss and Vicky B.
move their emphasis onto Miatas, BMW's and Del Sol's, the true results of
his long term efforts will bear fruit and a larger market share will be
his, even if the market is smaller. Better to be the big fish in a small
sea than just as big fish. Charles wants to be the big fish, and wants to
establish that place now.
Bob Kramer, Austin TX
Hill Country Triumph Club
rgk@flash.net
----------
> From: Richard Fontaine (ENG) <fontaine@scooby.lklnd.usf.edu>
> To: Charles Lattimer <lattimer@tenet.edu>
> Cc: triumphs@autox.team.net
> Subject: RE: No Fair! (TRF newsletter)
> Date: Thursday, March 27, 1997 1:25 PM
>
> charles,et al:
> got the trf news-gag yesterday(wed) plant city florida...feel compelled
to
> make a comment on c.r."i just turned 50" lament,although, i know it will
> generate flak.the 100$ car club membership is almost as good as my fellow
> "veterans on the freeway off ramp with cardboard sign "will work for
> $,homeless vet" and then the call for customer loyalty.charlie,after we
> help you pay the bills, could you give me a hand with my mortgage?
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