14 May Why dropping prices can destroy the kitesurfing industry in Tarifa
Many of you might think that the only way to get clients this year is by dropping prices. At the end of the day, it is not illegal right?
No, it’s not, but ethically there is something not right.
Because this would mean that Tarifa may never recover from this.
For those who do not know, the prices here are already very low compared to the rest of the world.
So if some schools start to drop prices dramatically, the rest will have to follow to get any clients at all.
And understanding the consequences is important: If prices are dropped, the instructor will earn less and won’t be able to make a living out of it neither.
Unfortunately, school expenses are high, and not going down! Which will make our survival close to impossible. The last few years, trying to end the year comfortably is not always possible and since the crisis of COVID-19, low prices will be the end of a lot of businesses here.
If so, instructors, staff and kiteschool owners will have to also join the millions of unemployed persons in the country and put a bigger weight on the system. And therefore on each one of us. If not, maybe look for an added part time job, to be able to pay the bills. Which will lead to having less time to take care of equipment maintenance, on marketing or simply, just taking care of the business properly. And this will lead to less quality in times where we need to be on top of quality and show you that Tarifa kite schools are responsible, professionals and perfectly capable of teaching our students safely and properly.
So not only all the survival of the professionals of the kite sector of Tarifa is threatened, but the reputation and image of the Mecca of wind of Europe is at stake.
We need to look more than ever to the long term consequences of our actions. If this crisis has teached us something, is that all action has a reaction. That we can not live anymore selfishly and need to think how our actions affect others and our planet.
Let’s apply the lesson learned by trying to support each other, understanding that dropping prices now will bring you probably a bit more clients for a couple of months…but please ponder on what will be the implications and consequences in the long run.
What to do then? Well, we just have to stick together, while the storm passes and avoid the destruction of more jobs and our dear businesses.
Do not think you are alone. We are all in this together, ALL of us.
We wanted to share with you, some ideas for promotions, without directly lowering your prices ;).
To do our own channels:
- Contact your ex clients, if you did a good job, they will be happy to hear from you. Tell them if they come back and/or suggest your school to a friend, they will get 10% discount in their next classes.
Get your merchandising out
- Do you have in stock any merch with your logo? Get back to your ex clients and ask them to support you by buying them.
Create a raffle
- Raffle a kitesurfing course for referrals, followers or whatever action you need for your marketing startegy (they can send you a funny video or tell the camera why they love you etc)
Many more things out there that can be done!
Hope these help.
And remember, together we are stronger.[/vc_column_text][/vc_column][/vc_row]