I have heard some
people say that the bowling industry is now a commodity business and as such
are treating it that way by marketing their business on “a price only” strategy.
One guy is even
selling bowling at 93 cents. Why? Because his competitor is at 99 cents? Is someone going to actually bowl in that
center to save 6 cents? Really?
This rush to lower
pricing is not a long term solution to staying in business. Oh, you can get
away with it for a short while, but ultimately you will be attracting customers
that do nothing to feed your league bowler base and just may make your center a
less desirable destination in your community’s eyes.
Isn't anybody
thinking about the bowler experience and what you can do to differentiate that
experience from some other competitor? Isn't anyone thinking about a creative experience that is less price sensitive and
more “fun oriented? Or maybe it’s
just too much work?
Some of my clients
are doing things like:
·
Creating a cupcake and bowling experience…and
filling their center by the way.
·
Other centers are holding sweepstakes so every
time you bowl you have a chance to win a valuable prize, gift certificate, t
shirt or bowling ball, charging higher prices and getting it.
·
Another client is holding band night every Saturday
night and where "lights n strikes" used to generate 40 or 50 people,
he is now generating 100 to 120 people who are eating and drinking as well.
You can go down
the commodity path and hold on for dear life or you can choose to be creative,
work on the bowling experience, communicate your differences and have a bright
future or you can sell apples just like the other guy’s apples.
I know what I would
do and am doing.
What are you going
to do?
