Do you have a bunch of data base names that could use an email,but don't know how to get them?
What would those data base names be worth if you could get them? $25?, $100?, $500?
Have you tried to contact just 100 of them by mail or phone and offer them $10 of free bowling if they give you their email.
What do you have to lose?
It's better than having all those names collect dust!
Go to NCOA - (mailcleanup.com) and clean your list and then send out 100 letters or postcards or make 100 phone calls (if you have permission). If you get a good response, send out some more.
Keep solving problems.
Wednesday, July 28, 2010
Tuesday, July 27, 2010
The New "New" Marketing Plan
I love marketing plans. Love to get into the data and analyze it. And then to develop a stream of alternatives, then create a best fit analysis and all that other geeky stuff.
The "New" new plan format is a lot simpler.
First, is the "What It Is Section." This is where we tell each other what is happening in the market, to our products, what thee competition is doing and the assumptions we make about each of these. Is this our view of the world? is it real? because everything else will be based on this foundation.
Second, is the "What Are We Going To Do?" section. This is where we determine what we are going to do to change the product, the advertising, the distribution, the sales channels, the people you will need, the technology, the budgets, the deadlines, the number of units, (games, bowlers, beers, birthdays, company parties, fund raisers, etc). This is the plan. there really isn't anything else.
Of course, you're going to be wrong. Deadlines will come and go, advertising plans will drop off the planet, programs won't get implemented, so the next section is all important.
Section three is "What Are You Going To Do Differently NOW." This section gives you a back up plan when the other stuff that you planned doesn't work. some people call it a contingency plan. I call it the REAL plan.
So before the season starts, why not take a shot at doing a plan. Maybe even a real plan.
The "New" new plan format is a lot simpler.
First, is the "What It Is Section." This is where we tell each other what is happening in the market, to our products, what thee competition is doing and the assumptions we make about each of these. Is this our view of the world? is it real? because everything else will be based on this foundation.
Second, is the "What Are We Going To Do?" section. This is where we determine what we are going to do to change the product, the advertising, the distribution, the sales channels, the people you will need, the technology, the budgets, the deadlines, the number of units, (games, bowlers, beers, birthdays, company parties, fund raisers, etc). This is the plan. there really isn't anything else.
Of course, you're going to be wrong. Deadlines will come and go, advertising plans will drop off the planet, programs won't get implemented, so the next section is all important.
Section three is "What Are You Going To Do Differently NOW." This section gives you a back up plan when the other stuff that you planned doesn't work. some people call it a contingency plan. I call it the REAL plan.
So before the season starts, why not take a shot at doing a plan. Maybe even a real plan.
Saturday, July 24, 2010
Chopping Wood and Hauling Water
Is it really all about chopping wood and hauling water?
Seems like we spend more time working so we can get more technology so we can work more efficiently to make more money to get more technology…to chop more wood and haul more water.
If we stopped for a minute and devoted one day a month to some serious sitting and staring time to really think about our business, would it hurt? Would it hurt us to stop the chopping and hauling every month; to take a step back and evaluate, reevaluate and modify, if needed. Or are we so blinded by the habitual need for more wood and water that we keep doing the same thing?
Maybe doing the same thing is a good thing. It has history, it is consistent, we have mastered it and we pretty much know what the results will be within a 5% to 10% margin.
With all this talk about “out of the box” thinking, not many are really doing it. Business people say things like, “It’s too risky. It’s too much work. It takes too much time.” And besides, it will keep us from the chopping and hauling that which we know so well how to do.
But doesn't familiarity, as the old saying goes, breed contempt? And probably a little complacency too?
Take a break from the chopping and hauling. Do a little thinking and dreaming. Do a little reevaluation of different and possible more productive ways to chop and haul.
One of my clients built a free ice cream cup into his summer daytime kid program. For a 25 cent ice cream, he is bringing in 50 to 70 kids a session.
Amazing what a little sitting and staring time will do for you. Mark a date on your calendar. Sit and stare for a while, maybe you’ll come up with a better way to chop and haul.
Or at least enjoy the ice cream.
Seems like we spend more time working so we can get more technology so we can work more efficiently to make more money to get more technology…to chop more wood and haul more water.
If we stopped for a minute and devoted one day a month to some serious sitting and staring time to really think about our business, would it hurt? Would it hurt us to stop the chopping and hauling every month; to take a step back and evaluate, reevaluate and modify, if needed. Or are we so blinded by the habitual need for more wood and water that we keep doing the same thing?
Maybe doing the same thing is a good thing. It has history, it is consistent, we have mastered it and we pretty much know what the results will be within a 5% to 10% margin.
With all this talk about “out of the box” thinking, not many are really doing it. Business people say things like, “It’s too risky. It’s too much work. It takes too much time.” And besides, it will keep us from the chopping and hauling that which we know so well how to do.
But doesn't familiarity, as the old saying goes, breed contempt? And probably a little complacency too?
Take a break from the chopping and hauling. Do a little thinking and dreaming. Do a little reevaluation of different and possible more productive ways to chop and haul.
One of my clients built a free ice cream cup into his summer daytime kid program. For a 25 cent ice cream, he is bringing in 50 to 70 kids a session.
Amazing what a little sitting and staring time will do for you. Mark a date on your calendar. Sit and stare for a while, maybe you’ll come up with a better way to chop and haul.
Or at least enjoy the ice cream.
Friday, July 23, 2010
Minimum Thinkers
So you’re going to start bringing back some of the workers you laid of in late April and early April and expect them to do better work in the Fall, right?
Most likely the people who you will be hiring to do the “cog in the wheel jobs” are most likely the kind of people who don’t mind being bossed around, being told what to do and even how to do it.
These folks are just right to be micromanaged, abused and misused. Not that you would do that, of course, but if you did, they would still come to work. Basically, they are the kinds of people with low self esteem. So remember to hire them. if you want to conduct business as usual. Or “no” business as usual.
On the other hand if you want to hire people who can give you great work, look for people who have not been beaten up and convinced that they are incapable of great work.
Do you really need people who say “yes” first and “think” second? Just because it is a minimum wage job doesn't mean you need minimum thinkers.
Look for people who want to be better than average and who we can grow to be the kind of people you envy when you check into a Marriott.
Most likely the people who you will be hiring to do the “cog in the wheel jobs” are most likely the kind of people who don’t mind being bossed around, being told what to do and even how to do it.
These folks are just right to be micromanaged, abused and misused. Not that you would do that, of course, but if you did, they would still come to work. Basically, they are the kinds of people with low self esteem. So remember to hire them. if you want to conduct business as usual. Or “no” business as usual.
On the other hand if you want to hire people who can give you great work, look for people who have not been beaten up and convinced that they are incapable of great work.
Do you really need people who say “yes” first and “think” second? Just because it is a minimum wage job doesn't mean you need minimum thinkers.
Look for people who want to be better than average and who we can grow to be the kind of people you envy when you check into a Marriott.
Thursday, July 15, 2010
ATT Was Right
Based on my last blog about the "New Busy," I received several comments from you, but I wanted to share the following with you:
"If a picture is worth a 1,000 words, then a phone call can answer a 1,000 emails. Think of what a face-to-face meeting might do. Yesterday, I was trying to get on an Army website that required permissions with a user name and password. I received those and tried to get on but to no avail. When I contacted my counterpart, he suggested that I email his help desk. I did this and received a phone call in return from a techie who said that we could spend all afternoon emailing and not solve the issue.
She lead me through several steps to discover that I do not have the computer program that will give me access to the website. That is the power of the phone call."
Dave Overbagh
Marine Corps Bowling Program Manager
And as a follow up, I actually called about 10 customers in Spokane and while I had to fight my way through the "answering machine/voice mail jungle," I did get call backs and was able to break thru. Here's just a sample of what the people (all league bowlers)I spoke with had to say:
"Well, I keep getting emails from you guys, and a couple of postcards now and then, but I haven't heard from anyone there since last summer. Glad you called, Fred"
"How'd you get my number? (its on your file at the center that you filled out) Oh, well are you trying to sell me something? (Nope) Just wanted to call me to see how I'm doing huh? Yeah I'll be back bowling in the fall. THANKS for calling."
"My kids are always on that computer. I hardly get any time on it, maybe at work. You don't ever send anything there, right? (uh, No). Well, I'm not much of a computer whiz, oh I know it OK, but I don't set in front of it all that much, so I appreciate the phone call. First time anybody called me just to say hello and thank me for my business. I'll be damned."
"What are you calling me for? (Just to say Hi and thank you for the business)
Are you s******g me? (N0). C'mon, this is a sales pitch, right?. (uh, No). Then "whatcha" calling me for? To say hello?? Click."
The responses ranged from a heartfelt thank you to disbelief and cynicism. I hung up and realized that ATT was right. We do have to reach out and touch someone; maybe we can't do it as frequently or as efficiently as we can with emails, but an occasional phone call now and then may be just what this Marketing Doctor ordered.
"If a picture is worth a 1,000 words, then a phone call can answer a 1,000 emails. Think of what a face-to-face meeting might do. Yesterday, I was trying to get on an Army website that required permissions with a user name and password. I received those and tried to get on but to no avail. When I contacted my counterpart, he suggested that I email his help desk. I did this and received a phone call in return from a techie who said that we could spend all afternoon emailing and not solve the issue.
She lead me through several steps to discover that I do not have the computer program that will give me access to the website. That is the power of the phone call."
Dave Overbagh
Marine Corps Bowling Program Manager
And as a follow up, I actually called about 10 customers in Spokane and while I had to fight my way through the "answering machine/voice mail jungle," I did get call backs and was able to break thru. Here's just a sample of what the people (all league bowlers)I spoke with had to say:
"Well, I keep getting emails from you guys, and a couple of postcards now and then, but I haven't heard from anyone there since last summer. Glad you called, Fred"
"How'd you get my number? (its on your file at the center that you filled out) Oh, well are you trying to sell me something? (Nope) Just wanted to call me to see how I'm doing huh? Yeah I'll be back bowling in the fall. THANKS for calling."
"My kids are always on that computer. I hardly get any time on it, maybe at work. You don't ever send anything there, right? (uh, No). Well, I'm not much of a computer whiz, oh I know it OK, but I don't set in front of it all that much, so I appreciate the phone call. First time anybody called me just to say hello and thank me for my business. I'll be damned."
"What are you calling me for? (Just to say Hi and thank you for the business)
Are you s******g me? (N0). C'mon, this is a sales pitch, right?. (uh, No). Then "whatcha" calling me for? To say hello?? Click."
The responses ranged from a heartfelt thank you to disbelief and cynicism. I hung up and realized that ATT was right. We do have to reach out and touch someone; maybe we can't do it as frequently or as efficiently as we can with emails, but an occasional phone call now and then may be just what this Marketing Doctor ordered.
Wednesday, July 14, 2010
The New Busy
What the hell is this thing called the “New Busy?"
I looked at my day yesterday and realized that I only physically spoke to six or seven people, but instead communicated in “the New Busy” way. I received, sent and participated in:
* 147 emails, (not counting spamola!)
* 32 text messages
* 16 facebook messages
* 2 “go to meetings” meetings
And a partridge in a pear tree!
During this time, I reviewed several different ads, approved postcards, bought some traditional media, modified and then signed off on several Cycle 1 marketing plans, created a Facebook page for a client, published an ad on Facebook, developed several August open play and corporate offers, established my email grids for the month, worked with a brand new client on setting up a league meeting agenda, and created a Craig’s List advertisement.
This was in addition to sending out a request for proposal and participating in a local BPA conference call.
Oh yeah, it started at breakfast (8:15am) and ran thru lunch and finished before dinner (about 8:30pm). We eat late in these parts.
And yet, I didn’t feel like I did enough. I didn’t feel “the burn” like I used to feel when I really worked the phones, pounded out information, typed it, faxed it and followed up on it via phone.
I even liked sending out mail; addressing the envelope, stamping it, sealing it in my very own company envelope and walking it to the mailbox on my way out the door. There was something that was so damn gratifying about that at the end of the day.
Now the “New Busy” is working “smarter” via all of the aforementioned electronic miracles at our disposal. It’s about adding people to your Facebook page, building your lists, adding content, creating relevant offers, and all the while…being more efficient. Oh yes, there’s that silly Twitter thing to deal with too.
Yes, I get more done. Even my friends are amazed at my efficiency and precision type scheduling. In fact, I have demonstrated and taught my clients how to ring every millisecond out of a minute, out of an hour and eventually out of a day.
But with all this efficiency, why do I feel so much less connected rather than more connected, even with my smart phone tethered to my waist 24/7 mad my laptop never more than 2 feet from my sight.
Do you feel this way too? Do you think our employees feel that way after receiving our emails and texts? What about our customers? We do send them a FEW emails these days, don’t we!?
Unfortunately less than 15% of our customers are even bothering to open our information; information they said they wanted when they “opted in?” Due to the “do not call laws”, we can’t even call them on the phone any more and speak to them; we would probably only get their answering machine anyway.
And that’s too bad.
But I am going to call soime of them anyway and just ask them how they are doing; how’s the family and if they are having a good summer; just to hear their voice at the other end of my smart phone and feel connected.
Maybe the old ATT commercial was right all along.
Maybe it is time to “reach out and touch someone”…again
Maybe they would like that.
I know I will.
I looked at my day yesterday and realized that I only physically spoke to six or seven people, but instead communicated in “the New Busy” way. I received, sent and participated in:
* 147 emails, (not counting spamola!)
* 32 text messages
* 16 facebook messages
* 2 “go to meetings” meetings
And a partridge in a pear tree!
During this time, I reviewed several different ads, approved postcards, bought some traditional media, modified and then signed off on several Cycle 1 marketing plans, created a Facebook page for a client, published an ad on Facebook, developed several August open play and corporate offers, established my email grids for the month, worked with a brand new client on setting up a league meeting agenda, and created a Craig’s List advertisement.
This was in addition to sending out a request for proposal and participating in a local BPA conference call.
Oh yeah, it started at breakfast (8:15am) and ran thru lunch and finished before dinner (about 8:30pm). We eat late in these parts.
And yet, I didn’t feel like I did enough. I didn’t feel “the burn” like I used to feel when I really worked the phones, pounded out information, typed it, faxed it and followed up on it via phone.
I even liked sending out mail; addressing the envelope, stamping it, sealing it in my very own company envelope and walking it to the mailbox on my way out the door. There was something that was so damn gratifying about that at the end of the day.
Now the “New Busy” is working “smarter” via all of the aforementioned electronic miracles at our disposal. It’s about adding people to your Facebook page, building your lists, adding content, creating relevant offers, and all the while…being more efficient. Oh yes, there’s that silly Twitter thing to deal with too.
Yes, I get more done. Even my friends are amazed at my efficiency and precision type scheduling. In fact, I have demonstrated and taught my clients how to ring every millisecond out of a minute, out of an hour and eventually out of a day.
But with all this efficiency, why do I feel so much less connected rather than more connected, even with my smart phone tethered to my waist 24/7 mad my laptop never more than 2 feet from my sight.
Do you feel this way too? Do you think our employees feel that way after receiving our emails and texts? What about our customers? We do send them a FEW emails these days, don’t we!?
Unfortunately less than 15% of our customers are even bothering to open our information; information they said they wanted when they “opted in?” Due to the “do not call laws”, we can’t even call them on the phone any more and speak to them; we would probably only get their answering machine anyway.
And that’s too bad.
But I am going to call soime of them anyway and just ask them how they are doing; how’s the family and if they are having a good summer; just to hear their voice at the other end of my smart phone and feel connected.
Maybe the old ATT commercial was right all along.
Maybe it is time to “reach out and touch someone”…again
Maybe they would like that.
I know I will.
Friday, July 9, 2010
Yin and Yang
My Grandmother used to say, as many of your Grandmothers might have said, "your greatest strength is your greatest weakness." I really never paid it much attention, but as I got older I realized what she meant.
Time and time again, I would meet people who were well organized, buttoned up and great detail people. In fact, their attention to detail was almost fanatical. And we all know the devil is in the details.
But as great a strength as this was, they often bogged projects down to the point of strangulation. Nothing moved. So attuned were they to the details and getting it "perfect" that they frequently missed or barely made important deadlines; deadlines that could have, and sometimes did, cost them many dollars.
If your greatest strength is in teaching and coaching employees, your greatest weakness may be that while you are coaching and training, you may not be allowing the employee enough time to learn to "just do it" and, therefore, do his/her job.
If your greatest strength is "the numbers" of the business, you may be so immersed in the numbers that you are paying less attention to the kind of customer service your people are delivering. And its the level of service that ALWAYS makes the numbers happen.
On the flip side you may be keenly aware of your weaknesses, but not so aware of your strengths. Look for the weaknesses to give you clues about your strengths and then focus on those...all the while understanding the flip side.
Its the Yin and the Yang.
As a sidebar...
I hope many of you saw the Today Show this morning. Our little company, Kids Bowl Free, in which I am a partner , was mentioned and people were encouraged to sign up for it. That's MILLIONS of eyeballs that heard about bowling on a Friday morning. Maybe it rattled their cage to get out and visit your center tonight.
By the way, if you haven't signed up for this amazing program, it's not too late. Over 1,000 centers are in in it and more than 1,250,000 kids are loving it.
Please go to www.kidsbowlfree.com and check it out.
Time and time again, I would meet people who were well organized, buttoned up and great detail people. In fact, their attention to detail was almost fanatical. And we all know the devil is in the details.
But as great a strength as this was, they often bogged projects down to the point of strangulation. Nothing moved. So attuned were they to the details and getting it "perfect" that they frequently missed or barely made important deadlines; deadlines that could have, and sometimes did, cost them many dollars.
If your greatest strength is in teaching and coaching employees, your greatest weakness may be that while you are coaching and training, you may not be allowing the employee enough time to learn to "just do it" and, therefore, do his/her job.
If your greatest strength is "the numbers" of the business, you may be so immersed in the numbers that you are paying less attention to the kind of customer service your people are delivering. And its the level of service that ALWAYS makes the numbers happen.
On the flip side you may be keenly aware of your weaknesses, but not so aware of your strengths. Look for the weaknesses to give you clues about your strengths and then focus on those...all the while understanding the flip side.
Its the Yin and the Yang.
As a sidebar...
I hope many of you saw the Today Show this morning. Our little company, Kids Bowl Free, in which I am a partner , was mentioned and people were encouraged to sign up for it. That's MILLIONS of eyeballs that heard about bowling on a Friday morning. Maybe it rattled their cage to get out and visit your center tonight.
By the way, if you haven't signed up for this amazing program, it's not too late. Over 1,000 centers are in in it and more than 1,250,000 kids are loving it.
Please go to www.kidsbowlfree.com and check it out.
Monday, July 5, 2010
A Sign of The Times
As the economic news rolled in last week, consumers seem to reflect a certain tightening up of their spending. Some analysts are even calling for a "double dip recession." Additionally, this tightening up may also indicate that further public stimulus money is not forthcoming.
The New York Times observes that several retailers are essentially devising their own stimulus measures—promotions and deals that they're hoping will spur customer spending.
Sam's Club is facilitating loans of up to $25,000 for its shoppers; Target is offering 5 percent off to people with a Target credit card; Toys "R" Us has created a holiday-savings fund; and Office Depot and Staples are giving products away.
"A lot of the government programs have come to an end," says one analyst, "so retailers are taking it upon themselves to do everything they can to get the consumer to spend, even opening up their own wallets to give money back to the consumer."
Sam's Club does not expect to make much money off of its loans, but hopes that they contribute to a general spending thaw.
What are you doing to stimulate consumer spending in your bowling center or FEC?
The New York Times observes that several retailers are essentially devising their own stimulus measures—promotions and deals that they're hoping will spur customer spending.
Sam's Club is facilitating loans of up to $25,000 for its shoppers; Target is offering 5 percent off to people with a Target credit card; Toys "R" Us has created a holiday-savings fund; and Office Depot and Staples are giving products away.
"A lot of the government programs have come to an end," says one analyst, "so retailers are taking it upon themselves to do everything they can to get the consumer to spend, even opening up their own wallets to give money back to the consumer."
Sam's Club does not expect to make much money off of its loans, but hopes that they contribute to a general spending thaw.
What are you doing to stimulate consumer spending in your bowling center or FEC?
Friday, July 2, 2010
Red Eye From Vegas
Thursday Night, 11:40am
Waiting for red eye flight back to NYC from Bowl Expo show in Las Vegas where we introduced our new Eyeball 2 Eyeball marketing program to hundreds of bowling proprietors.
It's a new service that lets me stay home and my client (you) get our professional services without having to pick me up at the airport, pay for my hotel or my dinner at Applebees. A video conference consulting program that connects us visually (and aurally) for an hour or two or three. Buy an hour for $188 or 2 hours for $350. Think of it this way.
It's probably cheaper than your attorney or accountant and I guarantee to make you money...just like I have for hundreds of proprietors all over the globe.
No long term contracts; just buy what you want. OK, that's the end of my "commercial." I will be putting more information up on my website.
If you want more details, just call me; here's my cell# (516 359 4874).
Many proprietors, at this bowl expo, were bemoaning their open play lineage for June. Some reported business down 20%; others 30%. Still others, even worse. What happened?
I think there are several factors...
1. The long wintry weather extended our league seasons, thus creating some bowler fatigue. Not as many winter bowlers wanted to bowl in the summer
2. Surely economic conditions have not helped and a lot of people are jsut feeling "not in the mood."
3. Moreover, economic news of falling consumer confidence, rising joblessness rates, stock markets declining, people may feel like they can't "afford" to spend extra income.
4. June is filled with the ending of school, getting kids ready for camps, family outings, especially if the weather is great, and a time to stay outdoors.
So now you ave heard all of the excuses.
But here's what I think really happened.
1. We didn't prepare well enough for this economic downturn. Oh sure many proprietors cut prices, but I saw very few people adding value to their offers such as:
* Free pizza when you bowl
* Free family bowling when each member pays a $6 entry fee
* Live music tonight during Cosmic bowling\
* Mystery score nights where customers can win $100 if they hit the score
2. Who is making sales calls? In the last 45 days, how many people went out and did a sales blitz, where you hit 100 stores, businesses, and organizations; attended a Chamber of Commerce meeting or sent letters, emails or postcards inviting companies in for parties?
3. Who has developed a fundraiser campaign (in April) to hit all of the fund raising organizations, hospitals, schools and fraternal groups for events in June?
Or maybe we just didn't work as hard or as smart as we could and thought that less expensive pricing would bring people in?
Because if one thing June has proven, it is that price cutting, alone, is NOT always the solution.
But that's just my opinion? What's yours?
Waiting for red eye flight back to NYC from Bowl Expo show in Las Vegas where we introduced our new Eyeball 2 Eyeball marketing program to hundreds of bowling proprietors.
It's a new service that lets me stay home and my client (you) get our professional services without having to pick me up at the airport, pay for my hotel or my dinner at Applebees. A video conference consulting program that connects us visually (and aurally) for an hour or two or three. Buy an hour for $188 or 2 hours for $350. Think of it this way.
It's probably cheaper than your attorney or accountant and I guarantee to make you money...just like I have for hundreds of proprietors all over the globe.
No long term contracts; just buy what you want. OK, that's the end of my "commercial." I will be putting more information up on my website.
If you want more details, just call me; here's my cell# (516 359 4874).
Many proprietors, at this bowl expo, were bemoaning their open play lineage for June. Some reported business down 20%; others 30%. Still others, even worse. What happened?
I think there are several factors...
1. The long wintry weather extended our league seasons, thus creating some bowler fatigue. Not as many winter bowlers wanted to bowl in the summer
2. Surely economic conditions have not helped and a lot of people are jsut feeling "not in the mood."
3. Moreover, economic news of falling consumer confidence, rising joblessness rates, stock markets declining, people may feel like they can't "afford" to spend extra income.
4. June is filled with the ending of school, getting kids ready for camps, family outings, especially if the weather is great, and a time to stay outdoors.
So now you ave heard all of the excuses.
But here's what I think really happened.
1. We didn't prepare well enough for this economic downturn. Oh sure many proprietors cut prices, but I saw very few people adding value to their offers such as:
* Free pizza when you bowl
* Free family bowling when each member pays a $6 entry fee
* Live music tonight during Cosmic bowling\
* Mystery score nights where customers can win $100 if they hit the score
2. Who is making sales calls? In the last 45 days, how many people went out and did a sales blitz, where you hit 100 stores, businesses, and organizations; attended a Chamber of Commerce meeting or sent letters, emails or postcards inviting companies in for parties?
3. Who has developed a fundraiser campaign (in April) to hit all of the fund raising organizations, hospitals, schools and fraternal groups for events in June?
Or maybe we just didn't work as hard or as smart as we could and thought that less expensive pricing would bring people in?
Because if one thing June has proven, it is that price cutting, alone, is NOT always the solution.
But that's just my opinion? What's yours?
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