Meet Your "Super Consumer'?

Old marketing think defined “heavy users” as those consumers who consumed a greater quantity of a product than the “average consumer.

Today, New marketing talks about  “Super Consumers” who we define by both economics and attitudes; they combine big spending with high engagement and deeper interest in new uses for our product.

The super consumer looks for occasions to use the product. An example could be hot dogs. The heavy users’ buy a greater amount of hot dogs and sees them primarily as a backyard barbecue food. The Super Consumer, on the other hand, not only buys a greater quantity of product, but sees their hot dog purchase in other ways; as an after school snack or an ideal fast meal or a late night snack. In other words they look for new uses for the “old product”

Now let’s think about our league bowlers.

Conventional wisdom would indicate that the few bowlers who bowl in two leagues should not be asked to do anything else; should not be asked to buy any more of our “product”, because one more purchase, we think, might cause them to quit altogether,, thus causing us to lose two or even three bowlers and perhaps influence a few teams to leave, resulting in thousands of dollars in lost revenue.

But aren’t these the same bowlers who bowl in house tournaments, who bowl in national and regional tournaments and who bowl in other centers as well?  Doesn’t that tell us that OUR Super Consumers are looking for new ways to use our product?

Yet we have failed to consistently offer them new uses such as:

- Short season competitive programs

- Baker formats in new leagues

- Once a month team or individual tournaments resulting in a world series or bowling championship

- Challenge leagues where teams bowl against PBA teams of the week

- 40 frame games

- Spare Challenges bowl against spares where teams would have to bowl against a series of consecutively
   more difficult spares on two pairs of lanes

No doubt you can add some new ideas to this list that fit your center and your bowler. 

I believe your Super Consumer is just waiting for new ways to use your product.

Jus this one initiative can result in a mutually beneficial circle:  You can do well by showing more love to the customers who love you the the most.

And just by being a little creative you could score some big revenue returns and harvest valuable input for future programs…even in the summer!