I always thought it was ultimately to have someone buy something from me.
It was all great
stuff and I picked up a few nuggets from the speakers vast knowledge. But, and it’s a big
but, no one got down to the strategy of it all. Oh sure they talked about
segments and defining your target, but basic strategy was just a whisper in the
dark. And I think that’s where we all
fall into the “tactic trap.”
Instead of
really spending time on defining strategy, we go right to the “to do lists” of
fliers, announcements, Facebook postings, tweets and emails. All relevant stuff, but NOT the foundation of
your business.
Your strategy is
your business.
Most proprietors will
tell you their targets are families and they are a family oriented business and
then spend an inordinate amount of time and money trying to attract the 18 to 34 yr
segment during weekday nights. Maybe they
should spend that effort trying to perfect their “family products." You think?
Your master strategy
is to decide who you are now and who you want to be (providing that new position is not only viable, but
credible. More importantly, what is your
Unique Selling proposition and why should I buy from you vs. someone else.
It’s OK to be a
traditional bowling “alley." It’s OK to
be a Family Entertainment Center. It's OK to be whoever you want, as long as you have customers willing to buy "YOUR UNIQUE" products.
But it’s
not OK to try to be something to everybody.
So here’s my take on
strategy, specifically related to your summer marketing needs. In fact, here
are your choices:
1.
You can market last year’s products to your existing
market (winter and summer customers). I.e.
Adult child programs to existing kids leagues
2.
You can market new products to your existing market
(winter and summer customers. I.e. Go to a baseball game at end of summer. I.e. Get a gift certificate for a high performance bowling ball
3.
You can market last year’s products to new
customers. I.e.
Adult child program to church youth group.
4.
You can market new products to new customers. I.e. Fundraiser
league to church youth groups.
Once you define your
strategy or any combination thereof, you can begin to clearly define your
products; get as specific as possible on WHO is the target and then develop
your communications; of which social media is just ONE part. Your challenge is to develop the most
efficient communication strategy that meets your objectives.
Most of all, keep
reminding yourself that your strategy is your business. Maybe even "tweet" about it :)
