An Unexpected Opportunity

My cell phone rang. Wifey’s number popped up on the caller ID.
“Hello?” I said tentatively. I was in the car between client appointments.
“Jennifer just sent a group email. Her Brother backed out of taking her Big Bear timeshare at the last minute. It’s open through Saturday morning. Should we take it?” she asked in an eager, hopeful voice.
“Sure, why not” I said. “Let’s do it!”
My fam and I (along the five or so million other Angelenos) are inmates of the urban sprawl that is Los Angeles County. For us, any opportunity to escape the concrete jungle and enjoy even a brief sojourn in nature is a delicious treat.

A Mountain Getaway

Big Bear, for those unfamiliar, is a kitschy mountain skiing village about two hours Northeast of Los Angeles city limits.
Though it felt too short (which is always the case), we had a wonderful time and Big Bear proved the relaxing, wilderness retreat we had hoped for.

The Timeshare Parking Police Mean Business (And Have No Tact or Savvy)

As we departed Big Bear after Saturday brunch, I happened to glance at the back of parking permit the timeshare manager had given me upon arrival:
PAKRING PERMIT
“This permit entitles the bearer to park his or her vehicle within the designated residential complex parking areas and the adjacent restricted street parking zone.
Acceptance of this permit relieves the issuer or its agents of any responsibility for damages or loss of vehicle, its contents or accessories from any cause whatsoever.”
YIKES!

The Danger of Making a Simple Point With a Heavy Hand

All that blather just to give simple instructions (park in the lot or the side street) and make a straightforward disclaimer (we’re not responsible for your car or anything in it).
What’s the word I’m searching for here…umm…OVERKILL?
Overall the timeshare property was very nice. Our unit was clean and well-appointed. The grounds were attractive and well-kept. My interactions with the staff – though few and brief – were perfectly pleasant. If I gave the establishment a TripAdvisor review, it’d be 5-Stars across the board.

First Impressions Are Lasting

But what if that parking pass provided a prospect with her first impression of the establishment? What if a friend borrowed my car right after the trip and I said “you can toss out the parking permit. It’s from a timeshare I just visited in Big Bear” And what if he read it before throwing it away?
He’d think “wow, that place sound like a bummer. (Note to self: Skip the Big Bear timeshare getaway).”

Opportunities to Build (or Bury) Your Brand are EVERYWHERE

In the timeshare’s defense, the parking permit isn’t meant to be an ad or promotion.
But it still reflects the timeshare’s business and provides an opportunity to build (or bury) their brand.
Everything you do reflects your business and affects your brand. An officiously worded parking permit can kick dirt on your image just as much as bad advertising, poor customer service, or many other potential marketing missteps.

What About You?

Any examples of how something seemingly simple came back to bite your biz in the a$$?
Join the conversation our my Google+ page!