"Most businesses think only in terms of product and price but there are a host of other choices that consumers make when doing business," Schallert said.
Schallert, president of The Schallert Group, Inc., is making a visit to Cherokee for two days of consultation sponsored by the Cherokee Chamber of Commerce.
Schallert's "Destination Business" principles show communities and individual companies how to reinvent themselves as dominant destinations, to keep customers spending money at home and draw in customers from well outside the demographic area.
"The principles work with both small towns and big cities," Schallert said.
He has worked with numerous small towns and has recently worked in Seattle, Wash., merchants and had numerous Portland, Ore., merchants attend one of his "Destination Business Bootcamps".
Schallert's visit to Cherokee on Feb. 17 and 18 will be his first time working with a community in Iowa for a number of years. There are expected to be a number of people from other parts of Iowa attend his seminar. A service provided specifically for Cherokee County businesses that register for it is a walking tour to address individualized needs of businesses.
Schallert said he has found that in many communities, business people who have not previously communicated much with each other, started attending regular meetings to discuss strategies for their mutual benefit.
Schallert was born in Wisconsin and grew up in Colorado, graduating from the University of Colorado. For ten years he worked for the greeting card giant Hallmark Cards, where his unique marketing technique was dubbed the Schallert Method.
He subsequently established his own marketing consultation firm based in Orlando, Fla.
For more information on Schallert's pending visit to Cherokee, call Joni DeVos at the Cherokee Chamber of Commerce, 225-6414.