Ice Cream in the Rain | Photo: Owen Benson

The Ice Cream Man

My friend Hector owns an ice cream truck, a business he’s had since he was 16.  

It’s not his main source of income, as he does it purely for putting a smile on children’s faces, but he still markets his business so it can be as profitable as possible.

Occasionally, he invites me to ride alongs so we can catch up on business.  

One day, it started raining and I  asked him if he wanted to reschedule.

“Are you kidding?  I make more money on rainy days than I do on hot days!”

Interesting concept, and he elaborated:

“When it’s raining, none of the other ice cream men come and service some of these neighborhoods.  When it’s hot, it seems that everyone and their grandma owns an ice cream truck!  I have no competition when it’s raining, and kids still want their ice cream.”

So, how do you sell ice cream when it’s raining?

Remember, anyone can sell ice cream when it’s hot.  Marketing means you found a way to sell it when it’s raining and that means that you will have to do the one thing your competition is not doing: sell in the rain!

With that, I welcome you to the new Elidet.com, a marketing and advertising blog that focuses on the small business owner.