Robert Kyosaki, Author
of “Rich Dad, Poor Dad”, an All Star Best Seller once said, “If you’re not a
brand, you’re a commodity.”
No doubt you’ve heard about branding. It’s the new
old buzz word. We used to call it image. Same thing dressed up in the 21st
century geek speak.
Do you have any idea what your customers or
prospects think about you? I’m not
talking about “oh yeah, the bowling alley. It’s nice, friendly and food and
beverage is pretty good. That’s like saying “all puppies are cute.” Big deal.
But are you the place to go to for fun with friends? More importantly, is your center perceives as
cool? Or sexy? Or hot? Or does it make the customer feel good or feel
happy or whatever it is that the target audience wants from their entertainment
dollar?
Why don’t they say, “Oh that place. It is my kind
of place. There is always something cool going on there and it’s so much
fun. They have bands, and DJs. My friends and I love it. It is so cool and
even my family goes and hangs there, (when I’m not there of course)". LOL.
Think about it. What do you think about when I say
Wal-Mart, McDonalds, Nordstroms, and Cheesecake Factory?
What does your customer think about you when they
say your centers name? What values have
you been able to attach to your center that the consumer can feel good about.
If you’re NOT going to try and be a brand that
consumers can clearly define, then get in line to follow the leader down the
path of looking for the magic bullet another magic program that will get “everyone”
to come in to your center.
Or you can keep pumping out those Facebook sales
posts and email sell posts. Has it really helped your business? Last I checked more centers were off in open
play then were up in open play.
Could it be because open play programs are just
getting boring, feel worn out and seemingly presented as another scoop of
vanilla ice cream served up from a nondescript store.
Right now you are all commodities and that’s why
they shop you like a commodity… so the customer just picks the center with the
best special which really means cheapest price and that has an obvious
consequence for all of us.
Moral of this rant: Be a “brand” or go home.
