For the past 30 years, Labor day has always signaled the kick off of the league season. It was, and is, a time of wonderment. "Will our leagues fill in as they have in the past? What will my season look like? Can I fill those holes that I ended up with last year?"
With today's technological advances in data base marketing, the use of social media networking, emailing and IM'ing, you should have those answers now, before Labor day.
You do have them don't you?
If you do not have those answers, it's just another reason to get your data base tuned up and optimized to bring in new customers and to get existing customers to come back .
Speak to the experts at www.bowlingrewards.com
or the folks at www.kidsbowlfree.com
Otherwise, there will be surprises.
And surprises are only appreciated at Birthdays.
Monday, August 31, 2009
Friday, August 28, 2009
Compared to Who?
It is that time of year again, when many entertainment venues, especially bowling centers, are working over time to make sure their league customers are coming back, that their centers are in the best possible shape and that their staffs are trained and ready to go.
At the same time this full court press on league development is occurring, these same venues also make critical decisions on open play pricing; new league and casual play product offerings as well as how to best communicate these offers to their customers. Too often, these decisions are based on what other bowling centers are doing. The comparison is usually only made between one center and neighboring centers.
Now, if there are similar centers with similar services and similar price/value products, how will the customer choose? What will make one center stand out over others? What benefit, or set of benefits that you can implement, will persuade the customer to choose your center instead of "the other guy"?
The problem is in the comparison.
You're measuring yourself against the wrong matrix.
Compare your entertainment center to Disney or Nordstrom or Zappos.com or any of the great service providers. These providers are your benchmarks, not the center down the street, around the corner or across town.
When I was a high school basketball player and wanted to improve my basketball game, I had to play against better players to learn better moves and to to have my skills challenged. It didn't do me any good to play against players of similar skill levels or lesser levels; after all what could I learn?
If you continue to measure yourself similar centers, you are comparing yourself to businesses with similar skill levels. What will you learn? What can you improve? What benefits and attributes can you take away from these other great providers and apply to your center?
Raise the measurement bar, compare yourself to better service providers and you will raise your customer awareness, initial attendance and repeat business.
So when you say your center is "better" or gives "great customer service", ask one more question, "compared to who?"
At the same time this full court press on league development is occurring, these same venues also make critical decisions on open play pricing; new league and casual play product offerings as well as how to best communicate these offers to their customers. Too often, these decisions are based on what other bowling centers are doing. The comparison is usually only made between one center and neighboring centers.
Now, if there are similar centers with similar services and similar price/value products, how will the customer choose? What will make one center stand out over others? What benefit, or set of benefits that you can implement, will persuade the customer to choose your center instead of "the other guy"?
The problem is in the comparison.
You're measuring yourself against the wrong matrix.
Compare your entertainment center to Disney or Nordstrom or Zappos.com or any of the great service providers. These providers are your benchmarks, not the center down the street, around the corner or across town.
When I was a high school basketball player and wanted to improve my basketball game, I had to play against better players to learn better moves and to to have my skills challenged. It didn't do me any good to play against players of similar skill levels or lesser levels; after all what could I learn?
If you continue to measure yourself similar centers, you are comparing yourself to businesses with similar skill levels. What will you learn? What can you improve? What benefits and attributes can you take away from these other great providers and apply to your center?
Raise the measurement bar, compare yourself to better service providers and you will raise your customer awareness, initial attendance and repeat business.
So when you say your center is "better" or gives "great customer service", ask one more question, "compared to who?"
Tuesday, August 25, 2009
Good to Great
In his new book, "Outliers", author Malcolm Gladwell claims that the difference between good and great is about 10,000 hours. In studying great musicians, artists, business people and other creative types who practice their trade, he noted that the "great" performers, those who are truly outstanding, have devoted 10,000 hours or more to their endeavors. These are the few who are truly great.
In real terms, that means if you had spent 20 hours a week at your chosen profession or craft for 10 years you would have put in over 10,000 hours, and because of that, you should be a great performer; a truly "world class" performer.
Being "good" at what we do makes us just average, but being "great" requires that we hone our marketing and management skills to a fine edge over a 10,000 hour period; that what we do every day is being done with a surgeon's skill. "Precision Marketing" as I call it means that we understand the problem definition process, understand strategy, tactics and implementation time lines. The great ones know how to get it done and how to get it done right. There is no room in today's brutally competitive environment to miss a note, to play off key or to miss a stroke. The great ones always perform.
For those of us in the entertainment business who have put in this kind of time, how many of us feel we are truly great? How many of us can look at issues and quickly, with precision accuracy, define the issues as well as developing potential solutions?
If you haven't put in your time and spent the 10,000 required hours, what would you do now to become great at what you do?
In real terms, that means if you had spent 20 hours a week at your chosen profession or craft for 10 years you would have put in over 10,000 hours, and because of that, you should be a great performer; a truly "world class" performer.
Being "good" at what we do makes us just average, but being "great" requires that we hone our marketing and management skills to a fine edge over a 10,000 hour period; that what we do every day is being done with a surgeon's skill. "Precision Marketing" as I call it means that we understand the problem definition process, understand strategy, tactics and implementation time lines. The great ones know how to get it done and how to get it done right. There is no room in today's brutally competitive environment to miss a note, to play off key or to miss a stroke. The great ones always perform.
For those of us in the entertainment business who have put in this kind of time, how many of us feel we are truly great? How many of us can look at issues and quickly, with precision accuracy, define the issues as well as developing potential solutions?
If you haven't put in your time and spent the 10,000 required hours, what would you do now to become great at what you do?
Wednesday, August 19, 2009
The Good. The Bad. And The Ugly
This is the story about a good customer service experience and a bad customer service experience from the same company, all in about a space of 37 minutes.
On a recent business trip, I was slowly making my way from Toronto to NYC, when a severe thunderstorm interrupted those plans and caused me to get canceled out of a connecting flight from Philadelphia to NYC. I quickly jumped on my cell phone and within a pretty short time was able to get a hotel room at the local airport as well as make train reservations to see a client in Annapolis the following day
In a fairly agitated state of mind, I told the Fairfield INN reservation lady my plight and asked for a room at the Inn. She proceeded to give me all the guarantee information and "if I should cancel I would be charged". She paid absolutely no attention to the fact that it was 1235am and I needed a room NOW; not after 6pm on the same day. When she made the reservation for me, she again repeated the corporate policy. I interrupted her and said, "thank you but I know all that". Her reaction? A very curt good bye accompanied by a very abrupt "hang up". Click and she was gone.
At that point, I did not know where to catch the shuttle bus to the hotel, what terminal I was at or when the driver would be coming to pick me up. A quick call to the Inn and they reassured me where to get picked up and that the driver would be on his way.
Once at the hotel, check in proceeded . As I inserted my key into the room and opened the door I saw two people were "kind of" sleeping there. After the appropriate screams, I went back to the desk manager and told him what had just occurred. The manager was mortified and immediately called the room, personally apologized to the people and told them he would give them a remunerative credit. He offered me an upgraded room at the same cost, apologized profusely and gave me a credit for a future stay.
Great service and bad service from the same company in one short period. The "good" was negated by "The bad". How often does that happen in your business?
To be remarkable, you have to be consistently consistent.
On a recent business trip, I was slowly making my way from Toronto to NYC, when a severe thunderstorm interrupted those plans and caused me to get canceled out of a connecting flight from Philadelphia to NYC. I quickly jumped on my cell phone and within a pretty short time was able to get a hotel room at the local airport as well as make train reservations to see a client in Annapolis the following day
In a fairly agitated state of mind, I told the Fairfield INN reservation lady my plight and asked for a room at the Inn. She proceeded to give me all the guarantee information and "if I should cancel I would be charged". She paid absolutely no attention to the fact that it was 1235am and I needed a room NOW; not after 6pm on the same day. When she made the reservation for me, she again repeated the corporate policy. I interrupted her and said, "thank you but I know all that". Her reaction? A very curt good bye accompanied by a very abrupt "hang up". Click and she was gone.
At that point, I did not know where to catch the shuttle bus to the hotel, what terminal I was at or when the driver would be coming to pick me up. A quick call to the Inn and they reassured me where to get picked up and that the driver would be on his way.
Once at the hotel, check in proceeded . As I inserted my key into the room and opened the door I saw two people were "kind of" sleeping there. After the appropriate screams, I went back to the desk manager and told him what had just occurred. The manager was mortified and immediately called the room, personally apologized to the people and told them he would give them a remunerative credit. He offered me an upgraded room at the same cost, apologized profusely and gave me a credit for a future stay.
Great service and bad service from the same company in one short period. The "good" was negated by "The bad". How often does that happen in your business?
To be remarkable, you have to be consistently consistent.
Saturday, August 15, 2009
Woodstock
Forty years ago this weekend,the seminal event that defined a generation took place in Bethel NY. At this "quaint little music event" held on Max Yagur's farm in Bethel NY, millions of young people, hippies, flower children and other labeled types of people descended on this town for a weekend of music, love and fun.
Who would have thought that 40 years later those who attended this Woodstock event would be reminiscing about it and telling their friends "I was there". It probably never occurred to these people that 40 years later this concert would be analyzed, dissected, defined, redefined and discussed to the degree that it has been discussed; so much so that the legend of Woodstock grew larger every year.
Many people who attended the concert did so on a whim, not knowing what it would mean to them for the rest of their lives, not knowing that amongst the music and good "vibes" there would be rain, mud, lack of food and shelter and massive traffic jams to endure.
No doubt Woodstock mania must drive the younger generation nuts because it is another reminder of how the baby boomer generation had endured the isolation; the feelings of being disconnected and stranded and how everybody slept in the rain because no one wanted to miss Jimmy or Janis or Richie sing their songs.
Current young people may have their own concerts with hundreds of thousands of people in some remote location listening to music, eating and drinking and just having a heck of a good time. With one exception, young people today would never be cut off from the rest of the world.
From texting to twittering to IM-ing to emailing, young people today never feel that sense of being 'cut off; of being isolated and alone. No, they are all connected and always will be. Even as I write this, there is someone in some garage figuring out a new social network idea to "revolutionize" the way we communicate and market our products.
The message to remember is: their "connectivity" and the ability to spread your message far more quickly then ever before, while perhaps started by the younger generation is by no means confined to the younger generation.
Give your customers a Woodstock experience that they will be talking about until they are "64"!
Who would have thought that 40 years later those who attended this Woodstock event would be reminiscing about it and telling their friends "I was there". It probably never occurred to these people that 40 years later this concert would be analyzed, dissected, defined, redefined and discussed to the degree that it has been discussed; so much so that the legend of Woodstock grew larger every year.
Many people who attended the concert did so on a whim, not knowing what it would mean to them for the rest of their lives, not knowing that amongst the music and good "vibes" there would be rain, mud, lack of food and shelter and massive traffic jams to endure.
No doubt Woodstock mania must drive the younger generation nuts because it is another reminder of how the baby boomer generation had endured the isolation; the feelings of being disconnected and stranded and how everybody slept in the rain because no one wanted to miss Jimmy or Janis or Richie sing their songs.
Current young people may have their own concerts with hundreds of thousands of people in some remote location listening to music, eating and drinking and just having a heck of a good time. With one exception, young people today would never be cut off from the rest of the world.
From texting to twittering to IM-ing to emailing, young people today never feel that sense of being 'cut off; of being isolated and alone. No, they are all connected and always will be. Even as I write this, there is someone in some garage figuring out a new social network idea to "revolutionize" the way we communicate and market our products.
The message to remember is: their "connectivity" and the ability to spread your message far more quickly then ever before, while perhaps started by the younger generation is by no means confined to the younger generation.
Give your customers a Woodstock experience that they will be talking about until they are "64"!
Tuesday, August 11, 2009
Maybe It's a Problem with the Bowl
Lots of small business owners bump their heads against figurative walls when trying to grow. No matter what they do, nothing seems to change.
I would like to suggest that perhaps the simple Goldfish can offer some aid in illustrating my point today. Anyone who has owned more than one Goldfish, for more than a month, can attest to the fact that these fish will grow only to the extent of the size of the bowl or tank they live in. So, if you're experiencing problems growing your business, maybe it's not the fish, maybe it's a problem with the size of your bowl.
Here's a little of what I mean -
If you want to grow, it's not enough to just do more of what you are currently doing:
You must grow your definition of what's possible
You must be confidently willing to charge much more than you do currently
You must clearly raise your sites on what makes an ideal customer for your center
You must re-evaluate how you go to work each day and what you decide is a priority
You must consider finding vendors that can help you get where you are going
You must make receiving a referral from every customer the goal of customer service
You must enjoy swimming in open water, trusting that the other side of the tank will appear!
OK, maybe a little goofy to make a point, but it's better than getting flushed down the toilet; the fate of far too many a Goldfish and small business
I would like to suggest that perhaps the simple Goldfish can offer some aid in illustrating my point today. Anyone who has owned more than one Goldfish, for more than a month, can attest to the fact that these fish will grow only to the extent of the size of the bowl or tank they live in. So, if you're experiencing problems growing your business, maybe it's not the fish, maybe it's a problem with the size of your bowl.
Here's a little of what I mean -
If you want to grow, it's not enough to just do more of what you are currently doing:
You must grow your definition of what's possible
You must be confidently willing to charge much more than you do currently
You must clearly raise your sites on what makes an ideal customer for your center
You must re-evaluate how you go to work each day and what you decide is a priority
You must consider finding vendors that can help you get where you are going
You must make receiving a referral from every customer the goal of customer service
You must enjoy swimming in open water, trusting that the other side of the tank will appear!
OK, maybe a little goofy to make a point, but it's better than getting flushed down the toilet; the fate of far too many a Goldfish and small business
Sunday, August 9, 2009
Recession Changes Consumers Behavior Now and In Future
Here are some sobering statistics for any small-business owner:
"Two-thirds of respondents to a recent survey by online marketing
company Performics say, 'the recession has fundamentally changed the way they
think about saving and spending money now and the future'.
What's more, the'2009 Online Buyer Economic Trend Study' showed 8 out of 10
respondents say,'the recession will have a lasting impact on how they buy
products and services.'
In this type of climate, how do you market your products and services to capture consumers precious dollars?
Here are four (4) ideas that work NOW.
1. Help customers save money. Saving money is probably your customers biggest concern right now - so you need to be able to show how your entertainment product or service will do this. the use of a rewards or frequency program (www.bowlingrewards.com) does just that (not to mention an easy way to get a real live database; not just a bunch of emails with no purchasing behaviour patters; an essential ingredient for future marketing). One small firm I read about recently has gotten more business than it can handle by auditing commercial customers shipping expenditures and finding cheaper solutions. key to making the sale, the company doesn't charge any upfront fee, but takes a percentage of the savings - so clients don't pay anything unless they save money.
2. Get out in the community. The online community is important, of course, but I am also talking about the physical community. There is a growing trend of consumers "thinking local" when they spend money. Consumers also care more than ever about social responsibility-so if they see that your business is an active, involved part of the local community, they will be more likely to patronize it. There are many ways to get involved, from sponsoring local schools, special events or sports teams, to participating in charitable causes, to speaking in front of local organizations relevant to your business. Whatever the activity, the key is to make sure there is a relevant tie-in. For instance, if you own a bowling center or a soft play center, childrens physical fitness can be your "cause". You could sponsor bowling events, school fun runs or community sports teams. You could donate athletic equipment to schools and speak with parent groups about how to help their kids stay fit. Leave behind handouts,coupons or other special offers for the people at any event in which you are involved. In addition, make sure to publicize your activities with a press release.
3. Get niche. I recently read about a realtor who had one of his best years ever last year. Yes, you read that right. Why? Because he had developed a specialty - selling homes built in one particular style of mid-century modern architecture. By becoming known in the national and local community as an expert in this area, whehever homebuyers were searching for someone who could help them buy this type of home, they would be directed to him. Most successful small companies already have a niche, but consider how you can narrow down your niche even more. Are there more targeted subsets of your target market you could be reaching? Is there one product or service area where spinning off something into a niche item would yield big rewards? Then validate these claims with real testimonials or letters from your customers that you can post on your social media sites (i.e. best birthday party specialists for the under 6 year old crowd, home of the HIP party, the place to be for Rock N Bowl, or the "most fun" short season bowling programs, or world class coaching for existing league bowlers or newbies).
4. Convince customers you are worth it. Many small businesses focus on upscale, or luxury products. While some of these are taking a hit, others are doing surprisingly well. Why? With less money to spend, consumers are thinking harder about where to spend it, and they want products that are special in some way. If your entertainment product is unique and you can create a remarkable position for your center, then your marketing should emphasize that position. Make sure your Website, marketing materials and packaging tells the story that makes what you are selling unique. For example, you could post a chart on your website comparing your center to the competition based upon these variables:
* cost for a family of four
* close to home
* one stop for fun,food and socialinteraction
* get rewards for participating
* total family time
* friendly competition
* other?
To market in a recession, put on your guerilla marketing hat,dig a little deeper, and do something remarkable.
"Two-thirds of respondents to a recent survey by online marketing
company Performics say, 'the recession has fundamentally changed the way they
think about saving and spending money now and the future'.
What's more, the'2009 Online Buyer Economic Trend Study' showed 8 out of 10
respondents say,'the recession will have a lasting impact on how they buy
products and services.'
In this type of climate, how do you market your products and services to capture consumers precious dollars?
Here are four (4) ideas that work NOW.
1. Help customers save money. Saving money is probably your customers biggest concern right now - so you need to be able to show how your entertainment product or service will do this. the use of a rewards or frequency program (www.bowlingrewards.com) does just that (not to mention an easy way to get a real live database; not just a bunch of emails with no purchasing behaviour patters; an essential ingredient for future marketing). One small firm I read about recently has gotten more business than it can handle by auditing commercial customers shipping expenditures and finding cheaper solutions. key to making the sale, the company doesn't charge any upfront fee, but takes a percentage of the savings - so clients don't pay anything unless they save money.
2. Get out in the community. The online community is important, of course, but I am also talking about the physical community. There is a growing trend of consumers "thinking local" when they spend money. Consumers also care more than ever about social responsibility-so if they see that your business is an active, involved part of the local community, they will be more likely to patronize it. There are many ways to get involved, from sponsoring local schools, special events or sports teams, to participating in charitable causes, to speaking in front of local organizations relevant to your business. Whatever the activity, the key is to make sure there is a relevant tie-in. For instance, if you own a bowling center or a soft play center, childrens physical fitness can be your "cause". You could sponsor bowling events, school fun runs or community sports teams. You could donate athletic equipment to schools and speak with parent groups about how to help their kids stay fit. Leave behind handouts,coupons or other special offers for the people at any event in which you are involved. In addition, make sure to publicize your activities with a press release.
3. Get niche. I recently read about a realtor who had one of his best years ever last year. Yes, you read that right. Why? Because he had developed a specialty - selling homes built in one particular style of mid-century modern architecture. By becoming known in the national and local community as an expert in this area, whehever homebuyers were searching for someone who could help them buy this type of home, they would be directed to him. Most successful small companies already have a niche, but consider how you can narrow down your niche even more. Are there more targeted subsets of your target market you could be reaching? Is there one product or service area where spinning off something into a niche item would yield big rewards? Then validate these claims with real testimonials or letters from your customers that you can post on your social media sites (i.e. best birthday party specialists for the under 6 year old crowd, home of the HIP party, the place to be for Rock N Bowl, or the "most fun" short season bowling programs, or world class coaching for existing league bowlers or newbies).
4. Convince customers you are worth it. Many small businesses focus on upscale, or luxury products. While some of these are taking a hit, others are doing surprisingly well. Why? With less money to spend, consumers are thinking harder about where to spend it, and they want products that are special in some way. If your entertainment product is unique and you can create a remarkable position for your center, then your marketing should emphasize that position. Make sure your Website, marketing materials and packaging tells the story that makes what you are selling unique. For example, you could post a chart on your website comparing your center to the competition based upon these variables:
* cost for a family of four
* close to home
* one stop for fun,food and socialinteraction
* get rewards for participating
* total family time
* friendly competition
* other?
To market in a recession, put on your guerilla marketing hat,dig a little deeper, and do something remarkable.
Friday, August 7, 2009
Strawberry Fields
Management Tips from the Beatles
Andrew Sobel, a management consultant and author of Strategy and Business says, "the Beatles are a textbook example of how to forge cooperation and creativity inside an organization".
To paraphrase Sobel, he says there are at least four lessons to be learned from the Beatles success:
1. Their early years performing in small clubs forged a true sense of spirit decorps that is rare today when virtual teams are common. Invest in and build time, especially face time, among key members.
2. The Beatles music evolved over time, so must your center’s products and programs. Keep testing, introducing and refining your products. If it is going to generate new ideas, it can’t be a one hit wonder.
3. While John and Paul wrote most of the songs, from time to time, Ringo and George were given a chance to shine. “It’s great to feel part of a team”, says Sobel, “but in the end every one needs a sense of personal importance as well.” The lesson to be learned: give team members a project of their own that will make them look good in their own right?”
4. And finally, the make up of the group is important. Each member must be able to contribute different skills and be of different temperaments to encourage creativity and problem solving
Of course, nothing lasts forever, (except for “Strawberry Fields”) and the Beatles broke up in April 1970
Andrew Sobel, a management consultant and author of Strategy and Business says, "the Beatles are a textbook example of how to forge cooperation and creativity inside an organization".
To paraphrase Sobel, he says there are at least four lessons to be learned from the Beatles success:
1. Their early years performing in small clubs forged a true sense of spirit decorps that is rare today when virtual teams are common. Invest in and build time, especially face time, among key members.
2. The Beatles music evolved over time, so must your center’s products and programs. Keep testing, introducing and refining your products. If it is going to generate new ideas, it can’t be a one hit wonder.
3. While John and Paul wrote most of the songs, from time to time, Ringo and George were given a chance to shine. “It’s great to feel part of a team”, says Sobel, “but in the end every one needs a sense of personal importance as well.” The lesson to be learned: give team members a project of their own that will make them look good in their own right?”
4. And finally, the make up of the group is important. Each member must be able to contribute different skills and be of different temperaments to encourage creativity and problem solving
Of course, nothing lasts forever, (except for “Strawberry Fields”) and the Beatles broke up in April 1970
Thursday, August 6, 2009
Social Media Thoughts
You know, we are doing something wrong.
I see so many bowling centers, mini golf courses, FEC's and other types of entertainment facilities that are so proud they have a Facebook page that they cannot wait to show and tell it to every body who will care to see it. In fact, their "Social" media page has turned into a 21st century fax or a traditional print advertisement or, worse, a flier to blatantly sell their product.
No, no,no. Social media is just that. Its social. Think of all these social networks as a party. You wouldn't go to a party, and after you say, "Hi I'm Fred", then say, "I'm only at this party to sell you my consulting services; here's what I'm selling, here's what it costs, so sign up today." Hell No! These folks would look at you like you're the biggest *%$#@ on the planet.
Yet that's exactly what we do with our Facebook pages and Twitter tweets. I must get 20 tweets a day that are trying to sell me something and just as many Facebook notifications about the great entertainment programs XYZ center is offering and why I should buy it NOW. Why should I? I really don't even know you. Just because i signed up to be your friend (because you are a friend of a friend) doesn't mean I always want to be sold by you.
Treat me like a friend first. That's what social media is about. Its about making friends at a party and then, if I have a nice conversation with my new acquaintances, I might invite them to my party for drinks, dinner and some friendly conversation. My party is my blog. It is where I tell you more about me, my family, my experiences, what I do, what my interest are and what I do for a living.
And it is in my blog where I try to share some information, some ideas and some thoughts with them; to tell them a little bit more about me as a person. I still treat them like a friend and just talk to them. I tell them what I'm thinking, what I like, where I have been and where I want to go. But I don't sell.
Think of it this way. Suppose I sell RV's (tough time for that business, isn't it?) and some of the people who I have invited to visit my RV blog probably would never buy an RV, not in a million years, but they visit my blog anyway cause I'm a nice guy and they like my ideas, find them thought provoking, interesting and they just like me for who I am.
What if, by chance, they know somebody who is interested in buying an RV and they tell that person, "Hey I just met Fred, he's kind of cool and he sells RV's. Why don't you check out his blog or his web site" See. I just got a great recommendation, a credible referral and a highly qualified prospect who trusts the person who referred me. That's social networking at its best.
Now if your blog (or party)is remarkable as Seth Godin, the author of Purple Cow Marketing, preaches, people will notice you. Remarkable is merely that. Something to remark about. Something for someone else to tell someone else about.
If you stop selling your products on your Facebook page, your Twitter tweets and your umpteen social networking pages, as your guru computer person told you about, you'll make more friends, gain greater word of mouth advertising and get more referrals.
And that's from me to you with no sales. But if you want to send my blog to one of your friends, that's OK too.
I see so many bowling centers, mini golf courses, FEC's and other types of entertainment facilities that are so proud they have a Facebook page that they cannot wait to show and tell it to every body who will care to see it. In fact, their "Social" media page has turned into a 21st century fax or a traditional print advertisement or, worse, a flier to blatantly sell their product.
No, no,no. Social media is just that. Its social. Think of all these social networks as a party. You wouldn't go to a party, and after you say, "Hi I'm Fred", then say, "I'm only at this party to sell you my consulting services; here's what I'm selling, here's what it costs, so sign up today." Hell No! These folks would look at you like you're the biggest *%$#@ on the planet.
Yet that's exactly what we do with our Facebook pages and Twitter tweets. I must get 20 tweets a day that are trying to sell me something and just as many Facebook notifications about the great entertainment programs XYZ center is offering and why I should buy it NOW. Why should I? I really don't even know you. Just because i signed up to be your friend (because you are a friend of a friend) doesn't mean I always want to be sold by you.
Treat me like a friend first. That's what social media is about. Its about making friends at a party and then, if I have a nice conversation with my new acquaintances, I might invite them to my party for drinks, dinner and some friendly conversation. My party is my blog. It is where I tell you more about me, my family, my experiences, what I do, what my interest are and what I do for a living.
And it is in my blog where I try to share some information, some ideas and some thoughts with them; to tell them a little bit more about me as a person. I still treat them like a friend and just talk to them. I tell them what I'm thinking, what I like, where I have been and where I want to go. But I don't sell.
Think of it this way. Suppose I sell RV's (tough time for that business, isn't it?) and some of the people who I have invited to visit my RV blog probably would never buy an RV, not in a million years, but they visit my blog anyway cause I'm a nice guy and they like my ideas, find them thought provoking, interesting and they just like me for who I am.
What if, by chance, they know somebody who is interested in buying an RV and they tell that person, "Hey I just met Fred, he's kind of cool and he sells RV's. Why don't you check out his blog or his web site" See. I just got a great recommendation, a credible referral and a highly qualified prospect who trusts the person who referred me. That's social networking at its best.
Now if your blog (or party)is remarkable as Seth Godin, the author of Purple Cow Marketing, preaches, people will notice you. Remarkable is merely that. Something to remark about. Something for someone else to tell someone else about.
If you stop selling your products on your Facebook page, your Twitter tweets and your umpteen social networking pages, as your guru computer person told you about, you'll make more friends, gain greater word of mouth advertising and get more referrals.
And that's from me to you with no sales. But if you want to send my blog to one of your friends, that's OK too.
The CMO
I think every entertainment center should have a CMO.
The CMO is the one who insists that getting things done is more important than thinking about getting things done. The CMO knows when someone in the organization (hope it is not you) is so hung up on getting it perfect that this someone is standing in the way of "good". Doesn't have to be perfect. Just has to better than the stuff that is out there now. Introduce it fast, perfect it later. We're not talking about a pharmaceutical product or a heart lung machine here. We're talking about fun.
The CMO is the person that does not care that the dog ate your homework or that you had too many other things to do. The CMO knows that excuses are cancerous and everyone is out of excuses as to why it did not get done. If you and your employees are falling behind on deadlines, then you need a CMO, and you need it now!
Know what CMO stands for?
Chief Meaning Officer.
The CMO is the one who insists that getting things done is more important than thinking about getting things done. The CMO knows when someone in the organization (hope it is not you) is so hung up on getting it perfect that this someone is standing in the way of "good". Doesn't have to be perfect. Just has to better than the stuff that is out there now. Introduce it fast, perfect it later. We're not talking about a pharmaceutical product or a heart lung machine here. We're talking about fun.
The CMO is the person that does not care that the dog ate your homework or that you had too many other things to do. The CMO knows that excuses are cancerous and everyone is out of excuses as to why it did not get done. If you and your employees are falling behind on deadlines, then you need a CMO, and you need it now!
Know what CMO stands for?
Chief Meaning Officer.
Monday, August 3, 2009
You've got to learn to dance in the rain.
While the current recession may be easing, or so we are told, many small businesses are still reacting the way they have always reacted in difficult times; they cut price on their product and/or services.
Some are more creative than others. Some will package products together for a one price special. Others will discount certain products only if you buy another product at full price and still others will create specials for certain "holidays, day parts or time periods" as is applicable to their specific business.
Is this dancing in the rain? Is this the only way we MUST deal with difficult times? I don't think so. I think its the same old same old that we have always done; only we are more creative now...or so we think.
The real dance in the rain takes place with your existing customers, the people who brought you to the dance in the first place. They are the people to whom your marketing should be directed; the ones who know you and like you. Get them to visit your business more frequently and to spend more on each visit. Chasing new customers is far more expensive and less "long term" than insuring that your existing customers will continue to "prefer" your business rather than a competitor's business.
Have you given them an incentive to refer a friend, bring a friend or sign up a friend to buy your service or product? Have you marketed to these people about NEW programs you have and how you want to invite them in for a FREE screening or VIP guest night (everybody wants to feel special!)? Have you treated them to remarkable experiences?
As good marketers we must be able to precisely define our best customers ; how frequently they come to our business, what they typically spend and when they are most likely to come to our establishment. Then, if we market our product to them, we can essentially ask them to be our ambassadors; to spread the word to their friends and create new customers without necessarily cutting our price.
Why will they do that for us? Simply because they like their experience at our facility. They like the product and think they get good value for their dollar. And all they need is a little reminder and a little incentive to spread some serious Word of or Mouth advertising for you.
If you are relying on email "coupon"blasts to do this for you, you might be wasting lots of time. Broad brush couponing is not nearly as effective as "targeted direct incentives" that are relevant to specific segments. In fact recent studies suggest that less than 15% of these "email blasts" even get opened.
The 21 year old cosmic bowler is far different than the 25 to 44 year old Mom with 2 kids, especially when it comes to choosing an entertainment option. Recognizing their differences is the first step in creating relevant incentives to get them to come back more frequently.
So just because you have a bunch of emails doesn't mean you have a data based marketing system. if you cannot segment your market by usage and again by demographic data, your data base isn't a data base at all. Its an electronic mailing list
And just because a business has survived other hard times by cutting prices to hold onto market share doesn't' mean that the business really knows how to dance in the rain. Look at how many small businesses have folded in the past year. Do you not think they too cut prices, before they went out of business?
If only they knew how to dance in the rain, maybe they would have been around when the sun finally comes out.
Some are more creative than others. Some will package products together for a one price special. Others will discount certain products only if you buy another product at full price and still others will create specials for certain "holidays, day parts or time periods" as is applicable to their specific business.
Is this dancing in the rain? Is this the only way we MUST deal with difficult times? I don't think so. I think its the same old same old that we have always done; only we are more creative now...or so we think.
The real dance in the rain takes place with your existing customers, the people who brought you to the dance in the first place. They are the people to whom your marketing should be directed; the ones who know you and like you. Get them to visit your business more frequently and to spend more on each visit. Chasing new customers is far more expensive and less "long term" than insuring that your existing customers will continue to "prefer" your business rather than a competitor's business.
Have you given them an incentive to refer a friend, bring a friend or sign up a friend to buy your service or product? Have you marketed to these people about NEW programs you have and how you want to invite them in for a FREE screening or VIP guest night (everybody wants to feel special!)? Have you treated them to remarkable experiences?
As good marketers we must be able to precisely define our best customers ; how frequently they come to our business, what they typically spend and when they are most likely to come to our establishment. Then, if we market our product to them, we can essentially ask them to be our ambassadors; to spread the word to their friends and create new customers without necessarily cutting our price.
Why will they do that for us? Simply because they like their experience at our facility. They like the product and think they get good value for their dollar. And all they need is a little reminder and a little incentive to spread some serious Word of or Mouth advertising for you.
If you are relying on email "coupon"blasts to do this for you, you might be wasting lots of time. Broad brush couponing is not nearly as effective as "targeted direct incentives" that are relevant to specific segments. In fact recent studies suggest that less than 15% of these "email blasts" even get opened.
The 21 year old cosmic bowler is far different than the 25 to 44 year old Mom with 2 kids, especially when it comes to choosing an entertainment option. Recognizing their differences is the first step in creating relevant incentives to get them to come back more frequently.
So just because you have a bunch of emails doesn't mean you have a data based marketing system. if you cannot segment your market by usage and again by demographic data, your data base isn't a data base at all. Its an electronic mailing list
And just because a business has survived other hard times by cutting prices to hold onto market share doesn't' mean that the business really knows how to dance in the rain. Look at how many small businesses have folded in the past year. Do you not think they too cut prices, before they went out of business?
If only they knew how to dance in the rain, maybe they would have been around when the sun finally comes out.
Subscribe to:
Posts (Atom)