Finding the Cash
A lot of the problem that most ATM owners face is finding ideal locations to put their cash machines. It may seem that this is a no-brainer since everybody at one time or another needs to get to an ATM machine. Surprisingly however, there are some business owners who are often surprised by the lack of traffic that their machines often get. Is this lack of traffic due to location, visibility, dependability or availability?
Yes, yes, yes, and yes!
Cash machine owners must understand that customers who frequent ATM machines are those who need convenience and flexibility. If your machines are in the right place, at the right time, and at the right locations, then your profits are all but guaranteed, and a happy customer you will make!
Location
- Outdoor concerts and venues
- Traveling fairs and carnivals
- Schools (colleges, high schools, universities)
Visibility
As if location itself werenโt important enough, the visibility of your ATM machine is the second most important consideration for you to look at once youโve found the ideal spot.
It doesnโt do your machine any good to be in the ideal spot, but no one can see it or doesnโt even know itโs there. Steer clear of placing the machine behind venues where itโs likely the machine wonโt be seen. If itโs permissible with the venueโs owners or managers, ask to have signs pointing to where your machines will be located on the property. This is something that is certainly workable with negotiating, especially if there are multiple ATMโs on the site.
Also, when youโre looking for good visibility, also be aware of security and placing the machine where people wonโt be worried about using the machine. Place in a well-lit, approachable place where thereโs a fair amount of foot traffic, but not too crowded. You also donโt want customers to feel uneasy if thereโs TOO much traffic around him while heโs making a transaction.
Dependability
Now that customers know where the machines are located at the fantastic venue or permanent location, youโll need to be sure that your machines are operating in good condition and well-stocked. There is nothing as aggravating to an ATM customer as to traipse all over the venue or site to get to your machinesโฆ.and they donโt work!
Make it a point to perform routine maintenance on the ATM machines to ensure that theyโre all working properly. Do this especially, and more importantly, before big events. If there are any problems that arise with the unit, have them serviced as soon as possible. In the case of machines that are inoperable for long periods of time, use an alternative solution. If you own multiple machines in the same venue, direct customers to where they can find your other cash machines on the property.
Also, make sure the cash is in the machines, and in sufficient denominations for the customers. This is a task that you will want to check on more often than a couple of times a week, especially if the machine is in a permanent location.
Availability
Where thereโs an ATM machine, there will certainly be customers who will use it. With that, there needs to be machines available for them to use. In other words, be creative about where you choose to put your cash machines. If the places are safe enough and have high foot and/or car traffic, then your machine will certainly get some customers and make a profit. But, if thereโs not an option for them to use, no one profits on either side.
Just by taking a little time to ramp up your ATM cash machine marketing efforts can make all the difference in your bottom line. Get creative with your placements, and take all of the above steps into consideration with your business. Provide a way for customers to find the cash machines, and youโll have a way to make your business a successful one.
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