Sunday, March 27, 2016

Will You Fear The Summer?

Lots of us have had pretty good winters, especially since we were going against last year’s snow days and very cold temps that kept people at home. But now we are faced with summer, a time we all know too well.

Many operators will go back to the drawing board and do the same old thing and get about the same number of league bowlers…or less.

Other operators will institute all new programs, rally the troops and put out tons of “sell, sell, and sell” of email and Facebook posts and get about the same number as last year…maybe more.

Yet there will be others that will examine the past and realize that it’s is a great time for exciting open play programs for kids, families, teens, young adults and even some 40+ types and will rally the alley to focus on these programs as well as have the leagues that are coming back.

And finally there will be some that will take what leagues they can, but really focus on company indoor picnics and fundraisers and do more income. And they will do it with an integrated digital footprint that brings synergy to their social media campaign as well as maybe bringing back some old school media as well. 

"Why", you may be saying, "will this strategy work?"                                                          
Because of one simple fact.
There are a lot more companies and fundraising organizations out there than there are summer league bowlers.  And they are looking for new ways to boost morale or do team building or raise money or rally the troops. A larger potential market always equals a bigger opportunity…if you have the right products.  And no doubt you probably do. Or if you do not, you can manufacture new ones just by asking some former corporate and find raising customers what they would want. Call them. It's that easy.

So, what do you want to do this summer?

Sunday, March 13, 2016

The Proverbial Fly on the Wall

“I’d love to be the fly on the wall in that office today,” we may find ourselves sometimes saying, especially when we want to know what someone is thinking, but that knowledge is something we are not privy too or it is something that is too impolitic to ask, so we don’t and just fantasize about that fly. 

On the wall. With his ears wide open. Just listening.

We think if we know what someone is talking about that we know what they are thinking. 

Unfortunately, what people say, often, doesn’t equate to what they mean.

Better to watch what they actually do then to sit in the office and surmise what they will do.

Please, go watch a kid’s birthday party unfold, today, and let me know what you saw, please.

Tuesday, March 1, 2016

Six (6) Actions You Can Take Right Now to Increase Revenue in the Very Near Future

Fall league season still has a few months to go. In some places, there are just six weeks left. With that in mind, what are you planning to do now to increase your business over the next 4 to 6 months?

Here are 6 actions you can take now to enjoy real revenue growth in the future.

1.    You know about summer league planning, so I won’t bore you with the details here, just a quick reminder to make sure that you try a few new concepts that are more fun, exponentially different and entertaining, as well as being attractive to new open play bowlers for no more than 8 weeks.

2.     Build a Spring Fling Company party program. Send out March 21st to any company or organization that you have done business with over the past 18 months.  Offer a discounted party for just $10 to $15 including bowling, shoe rentals, chips and soft drinks.  Use these parties as a way to get new data names an opportunity to sell a “league of your own” or “EOW leagues.”

3.    In addition to winding up the season, start to think about your digital media schedule including, but not limited to the following: Easter or Spring break, Summer Weekdays after 9pm, Summer Weekend Days, Kids Bowl Free sign ups as well as family pass sales,  Memorial day and 4th of July BVL Teachers and Students end of year bowling parties, fund-raiser opportunities, Cosmic bowling, New Leagues for Summer, 8 for 8 or 10 for 10 leagues, Summer Birthday party special offers, Mother’s Day, Father’s Day.

4.    When will the emails be delivered? How many emails will you send and when? What will your content be?  Who is responsible for writing this content? How will you augment your email campaign with Facebook posts, Twitter and Instagram?  Will you develop an Excel “marketing Grid with WEEKS across the top and PROGRAMS down the left side

5.    Have you contacted local day camps, day care centers, and church youth groups for field trips, group outings and rainy day programs? What is your 1 game or two game prices? What about food options? What about an incentive for coming to the center multiple times?  How can you get the parent’s names (of the children) for future retargeting relative to adult child programs?
6.    Continually look for “non-traditional” revenue streams such as “Summer Fundraisers” as well as themed program nights like “Saturday Summer Party Nights,” “Summer Weekday Nights”, etc. For each of these themed nights, you have to create VALUE, FUN, and ENTERTAINMENT that is accompanied by a compelling offer to motivate the target to Taking ACTION.

a.    One example could be “craft beer Fridays.  Every Friday is craft beer night and for $X the customer gets bowling and three “tastes” (2 oz. each or less) of three different craft beers…presented by a local brewery.

b.    Another example might be “Baker Buddy Nights”; bowl as a team and win weekly fun prizes like t-shirts, beads, sunglasses, summer flip flops, ball caps, etc. Of course, you build the cost of these products into the price of “the giveaways.”