But you're marketing bowling and/or family entertainment centers and, lets face it, your product is pretty much of a commodity. A bowling lane and bowling ball have very specific dimensions, specifications, etc. This cannot be changed. What can be changed is the environment that your product is delivered and the perception of consistent quality service.
So you are left to "differentiating your center" thru the use of product offerings, programs and pricing. Of course, all of your competitors, in a heartbeat, can change their programs to match yours or even undercut you and you will find yourself right back in the same old "me too" marketing pie.
But here are a couple of things you can do to differentiate yourself that other centers can't readily do, especially if you fight for and ask for an exclusive
1. Sponsor, and become identified with,a local charity that has great exposure in your community. Many communities have one or two big charities that get a lot of press and can get you face time with the people running it. This gives you an instant opportunity to conduct a fund raiser in your center as well as meet people in important places (companies, government, retailers, etc) who might be open for future company parties, and or "a league of their own;" all tied to the charity you are helping to sponsor. Reach out and touch someone and it will come back to you.
2. Sponsor the local traffic or local weather reports in your community on one radio station and ask for an exclusive in that time slot. No other center will be able to take that radio time as long as you hold onto it. You can ask for and will get an exclusive if the station wants your business and you are ready to commit to a longer term agreement than normal.
3. Brand your center with an exclusive tag line (I.e. "the home of the short season programs", "the original birthday party place", "the professional company party place"). When you take this position, anyone else who says this will be viewed as a copy cat and people will then see them as, at best,, a number 2 choice...because you have established the position up front.
4. Become really active in your local Chamber of Commerce and try to get a seat on the Board so you can help direct fund raising activities, social activities, etc. to your center as well as "proving" to your customers and prospects that you are in it to improve the business environment of your local community.
5. Attend all School Board meetings and find out if there is any opportunity for you to do fundraisers, establish open play programs or build leagues based upon the Board’s needs for funding (and they all need funding!).
Now I can't guarantee that all of these will work to set you apart and create a POD (point of difference) between you and your competitors. But I can guarantee that if you do nothing, you will end up fighting to differentiate yourself on "price" only.
And that's a real business killer.
