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вЂњWe were at a Christmas tree lighting ceremony in town and there was this artist out there painting a 15-by-15 canvas of Santa Claus using spray paint,вЂќ he says. HeвЂ™d grabbed it on a whim, not really sure that heвЂ™d ever need it. A Better BrandД«alaban had the flyer sitting on his desk for two months. Still, Balaban was concerned none of this would be enough. вЂњWe have ESPN headquarters in our town, and thatвЂ™s something that makes a big difference in getting that business,вЂќ Balaban says, noting that roughly 25 percent of his customer base is made up of ESPN employees-young professionals with disposable incomes.

(HeвЂ™s always done hand-written thank-you notes to customers.)ДЄnd in each of his regular direct mail and mailer package pieces he started emphasizing more differentiators of his business, such as the shopвЂ™s courtesy shuttle. He also purchased Mitchell 1вЂ™s ShopKey Pro system to help improve search engine rankings and begin a more thorough customer follow-up process through email marketing.

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He dropped the price on his oil change deal in local mailers the idea being that it would help drive in an influx of new customers, which he could then turn into longtime customers through the shopвЂ™s full inspection process and superior customer service. So, when he first learned of the road closure in October of 2014, Balaban wasted little time in making preparations. Adapt and overcome-thatвЂ™s always been my motto.вЂќ вЂњWe always want to be prepared for whatever comes down the road. вЂњWe now have everything on risers and up on the walls,вЂќ he says. It flooded again three years later-but this time, Balaban and his team were ready. He lost $50,000 worth of furniture and equipment. Two weeks after moving into the 3,800-square-foot facility in 2005, the building flooded when the river rose during a storm. Balaban started the business in 1998 as a one-man, two-bay repair shop in a Citgo station, before finding his current location on Frederick Street. This wasnвЂ™t the first time Black Bear was presented with adversity that had little to do with the business itself. вЂњBut, when they told us the road would be completely closed, it was, вЂOK, what are we going to do now?вЂ™ WeвЂ™ve always made money, but IвЂ™m not sure anyone can be prepared to totally lose their business for two months.вЂќ вЂAdapt and OvercomeвЂ™ вЂњWeвЂ™re right by a bridge that crosses the river here, and there have always been flooding issues, so we knew theyвЂ™d be doing substantial road work at some point to fix that,вЂќ Balaban says. For a shop averaging 250 repair orders per month, thatвЂ™s a substantial total.ДЄnd now, for two full months, that portion of the business could be gone. In a town with about 20 competing repair facilities, that drive-by traffic was a key advantage for BalabanвЂ™s business Black Bear would average anywhere between five and 10 walk-ins each day. Staff: 5 (3 technicians, 1 service writer, 1 owner)ДЄnnual Revenue: $990,000 (projected for 2015)Д«alaban says that demographic studies show that roughly 40,000 cars pass by his shop daily on that main thoroughfare.

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