Most retailers want to believe that if they reduce price and advertise the reduced price,customers will flock to their doors. After all the product is on "sale" and consumers respond, almost in a Pavlovian manner, by taking out their wallets.
Or do they?
In the mattress industry, furniture industry and appliance industry, there almost always seems to be a sale going on. So it goes for cars, clothes, shoes, pillows and bed linen, towels, toiletries, groceries, health clubs, spa treatments, telephone calling plans, computers and peripheral equipment, televisions and stereos, fast food restaurants. The list goes on and on.
Its probably harder to find a consumer industry that isn't on sale lately. But very few do it like the bowling industry. We put our product on sale and only tell the customers who were going to come there anyway.
Some of us tell them by placing a flier on the main customer service area desk. Sometimes we will even make an announcement. Others send out an email, like its direct mail. And still others don't even have a flier; they just tell their employees and hope their employees remember and tell the customer.
Its harsh to say this. I know, but why bother having a sale and not telling any one?
Yes, I know its expensive to advertise. But what if instead of cutting your price and giving up that revenue, you spent that money and invested it in media. Sure Internet stuff is important. Its contemporary. It's inexpensive. It's a dream...yet less than 15% of your customers even bother to open your email. That means 6 out of 7 people don't even want to look at what you are sending them. Don't take it personally. How many times have YOU said, "I get so many %#%E#^^ emails, i just trash 'em!!!!
GUESS WHAT? SO DOES YOUR CUSTOMER.
So don't go betting the farm on just ONE medium. Layer your approach. Test various campaigns. Test various offers. Work on it till you get it. Be obsessed.
And if you need professional help, give me a buzz. Its what I do...help proprietors to build revenue.
Just "don't do nuthin!"...please.
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Dear Fred.
ReplyDeleteI've known you now for a couple of years and I'll be honest, I have definitely "borrowed" from you but this time I need to throw in my two cents worth regarding the Internet and email. Yes, there is a lot of SPAM out there. Yes, we all deal with it differently and yes some of us can't organize our email efficiently let alone deal with spam. But here's the rub. In my opinion the new age bowling operators will ALL be online and that's when most of us will realize that we should have been there before. Building credibility and trust online. Harvesting emails through a contest. Tyeing in YouTube videos with our website to show the fun and excitement of a packed bowling centre on Cosmic Bowling week-end nights. Please don't get me wrong Fred, I actually produce some strong graphic print work to "get the message out" for my clients and yes, that works as well for them but spreading rumors about people not opening their email hurts. We should be encouraging people to embrace email as a valuable tool in the daily operation of their business. I still love ya Fred. I just had to comment though, for the record.
Jeff
Toronto, Canada