Cape Parable #1
Marketing on Olde Cape Cod
By Walter Brooks
Every evening after work, I would stop at the long-gone Livingston Pharmacy on Main Street (where Westie's Shoes is today).
That sequence proceded without a problem for two years until one afternoon when I picked up my Tribune there were no Skybars in their accustomed place on the candy shelves.
There weren't any the next day or the next or the next.
I assumed they had run out of my favorite candy bar, a correct assumption I later discovered, and allowed a week to pass before I asked owner Urban (yes, that was his name) Livingston if he was going to get some more Skybars in soon.
That special form of Olde Cape marketing
He replied, "No."
I asked if he could still acquire them, and he said, "Yes."
Being a smart marketing genius I asked if it was because they were not selling well enough to handle, but he said, "no, we sell lots of them."
So, naturally I inquired, "Then why aren't you going to reorder them?"
Urban replied with a olde-time Cape Cod wisdom which escapes me to this day, "Because I can't keep them in stock."
Moral of the story
Never let your customers tell you how to run your business.
I swear this account is true word-for-word, and anyone who has lived around here more than forty years will get a sense of déjà vu.
I hope that any readers who did will add a comment or send me their "Olde Cape" experience to retell here.