Sure you need a new idea, but if I gave it to you what would you do with it? Would you say, "Just cant get to it", "Don't have enough time", Can't get my people to do it? Maybe.
And then when it doesn't happen or happens half a***d, would you say, "we tried it, it didn't work." But would you ask why it didn't work?
What didn't work? The idea? The effort? The communication? The timing? Doesn't matter. It's easier to blame the idea. Poor, pitiful idea. It gets no respect
Yet, there are more new ideas out here than ever before, more ways to get the customer to buy than ever. The Internet has more marketing information to stimulate your brain than you can possibly absorb. There ARE no shortage of ideas, but there are idea killers.
The biggest killer of the new idea is because "YOU don't like it." Or your spouse doesn't like it. OK, admit it. You didn't like it. It's OK...if you recognize that. Just make sure you ask a potential customer or ten if he or she likes it. Because that is really all that matters, isn't it?
The new idea, the great idea, the new product you have been looking for is THE CUSTOMER.
Monday, November 22, 2010
Friday, November 19, 2010
Be Different or Go Home
Bailouts, bankruptcy, foreclosures, unemployment.
The news just doesn't seem to get better. In fact, it seems that it is getting worse. But even among the dozens of proprietors we see each month, these are a few that are going against the trend and actually showing increases.
What are they doing that you may not be doing?
Here are some examples:
"I have had a salesman out in Fort Worth since July. Today we got Citi Insurance group with 70 women to bowl at 1PM and pizza and soda, they were whopping and hollering and having fun. Team building, they drank like fish from the bar. Tomorrow 70 more will come and 40 more Friday. Our holiday parties look great. Last weekend we had the best weekend since we purchased the center. We are working on live bands two nights a week at 10PM. First night we did $2400 in the bar. Also we started two leagues on the weekend. It is out there for the getting:-)"
J. Brooks, Texas
"Since we have started our Rewards Card Program, I have seen people coming in more. They like the idea of CASH BACK REWARDS. They also love it when we do drawings. I go out and get other businesses to donate prizes, like 30 day memberships to a gym, a free med. pizza.
This week end I invited a Chiropractic office in to do FREE 10 min. Chair massages. The customers loved it! I had people coming up to me and asking when the next drawing was going to be. They did not want to leave if the drawing was going to be soon. I gave FREE games of bowling away as prizes. In order to get the FREE games they had to have our Rewards Card and they had to activate it. We gave out lots of cards.
People will be back because they are going to want to use their FREE games! So, what's our new product? The customer is our new product. We reward them. Do fun things. Give them things for doing what we want. You want free games, sign up for a rewards card. You want to win that prize, stick around a little longer for your chance to win. (Three people I talked to stuck around for the drawing. Two out of the three went to the snack bar and spent around $20.00 each.)
We make them feel special by sending our top 100 customers an e-mail flier telling them how happy we are that they are our customer. Bring this flier in and we will load an extra $5.00 on your rewards card. These are some of the things we are doing and we are seeing results.
D. Nichols, KS
To make it in this competitive environment, you not only have to be better than ever, but you have to be overwhelmingly different enough to get the consumer to make a purchase decision.
So what are you doing to be overwhelmingly different?
The news just doesn't seem to get better. In fact, it seems that it is getting worse. But even among the dozens of proprietors we see each month, these are a few that are going against the trend and actually showing increases.
What are they doing that you may not be doing?
Here are some examples:
"I have had a salesman out in Fort Worth since July. Today we got Citi Insurance group with 70 women to bowl at 1PM and pizza and soda, they were whopping and hollering and having fun. Team building, they drank like fish from the bar. Tomorrow 70 more will come and 40 more Friday. Our holiday parties look great. Last weekend we had the best weekend since we purchased the center. We are working on live bands two nights a week at 10PM. First night we did $2400 in the bar. Also we started two leagues on the weekend. It is out there for the getting:-)"
J. Brooks, Texas
"Since we have started our Rewards Card Program, I have seen people coming in more. They like the idea of CASH BACK REWARDS. They also love it when we do drawings. I go out and get other businesses to donate prizes, like 30 day memberships to a gym, a free med. pizza.
This week end I invited a Chiropractic office in to do FREE 10 min. Chair massages. The customers loved it! I had people coming up to me and asking when the next drawing was going to be. They did not want to leave if the drawing was going to be soon. I gave FREE games of bowling away as prizes. In order to get the FREE games they had to have our Rewards Card and they had to activate it. We gave out lots of cards.
People will be back because they are going to want to use their FREE games! So, what's our new product? The customer is our new product. We reward them. Do fun things. Give them things for doing what we want. You want free games, sign up for a rewards card. You want to win that prize, stick around a little longer for your chance to win. (Three people I talked to stuck around for the drawing. Two out of the three went to the snack bar and spent around $20.00 each.)
We make them feel special by sending our top 100 customers an e-mail flier telling them how happy we are that they are our customer. Bring this flier in and we will load an extra $5.00 on your rewards card. These are some of the things we are doing and we are seeing results.
D. Nichols, KS
To make it in this competitive environment, you not only have to be better than ever, but you have to be overwhelmingly different enough to get the consumer to make a purchase decision.
So what are you doing to be overwhelmingly different?
Monday, November 15, 2010
Chutzpah
The word "chutzpah" (pronounced hootspah), in Yiddish, means gall, nerve, tenacity, and sometimes an often used word describing a man’s genitals.
However, the word is basically untranslatable without a story.
One day there was an old woman who was selling pretzels on the corner of 47th street and Madison Avenue in Manhattan. A young man from an ad agency saw her and went over, put down a quarter and never took the pretzel. Everyday, he would pass her and put a quarter down, but never take the pretzel. They never spoke, but only exchanged glances. This went on for weeks, months and even years. Three years to be exact.
Then one day, the young man comes down from his office, walks over to the pretzel cart and puts down his quarter. Just as he was about to walk away, the woman turns to him and says, “We had a price increase, pretzels are now 35 cents."
Moral of the story: Don’t wait so long to increase your prices. :-)
However, the word is basically untranslatable without a story.
One day there was an old woman who was selling pretzels on the corner of 47th street and Madison Avenue in Manhattan. A young man from an ad agency saw her and went over, put down a quarter and never took the pretzel. Everyday, he would pass her and put a quarter down, but never take the pretzel. They never spoke, but only exchanged glances. This went on for weeks, months and even years. Three years to be exact.
Then one day, the young man comes down from his office, walks over to the pretzel cart and puts down his quarter. Just as he was about to walk away, the woman turns to him and says, “We had a price increase, pretzels are now 35 cents."
Moral of the story: Don’t wait so long to increase your prices. :-)
Sunday, November 14, 2010
What's Next?
As much as we talk about training employees, hiring employees and getting better employees, it seems that even with these changes, we improve our business, at best, in small increments. Sometimes you get lucky and you find a superstar or someone with the potential to be a superstar.
More frequently, you hire someone with more experience. someone who knows what to do NOW.
But what you really need is someone who knows what to do NEXT.
A new manager comes on board and after a few weeks impresses you because she developed and built a new short season league in a spot you have been struggling to fill. But what is she going to do next? What is her plan for these people after they finish their 8 to 10 week program?
"Rolling them over" is a strategy that we hear frequently and it can take on many faces, but the really good person, the person you need on your staff is the person who knows what to do next and knows what to do next when they are implementing the NOW program.
The continuity of business today requires a dynamically flowing process. Not one program and then another, but a strategy that builds upon each program and (customer) experience and has the next step process built into the initial implementation.
Think of it as playing pool. When you get the shot to sink the seven ball in the side pocket and it is a virtual "gimmee", the important part of the shot is not sinking the seven ball.
No, the important part of the shot is where the ball ends up (the position) after the shot so it can set up the next shot!
Who in your organization plays pool and knows what to do NEXT?
More frequently, you hire someone with more experience. someone who knows what to do NOW.
But what you really need is someone who knows what to do NEXT.
A new manager comes on board and after a few weeks impresses you because she developed and built a new short season league in a spot you have been struggling to fill. But what is she going to do next? What is her plan for these people after they finish their 8 to 10 week program?
"Rolling them over" is a strategy that we hear frequently and it can take on many faces, but the really good person, the person you need on your staff is the person who knows what to do next and knows what to do next when they are implementing the NOW program.
The continuity of business today requires a dynamically flowing process. Not one program and then another, but a strategy that builds upon each program and (customer) experience and has the next step process built into the initial implementation.
Think of it as playing pool. When you get the shot to sink the seven ball in the side pocket and it is a virtual "gimmee", the important part of the shot is not sinking the seven ball.
No, the important part of the shot is where the ball ends up (the position) after the shot so it can set up the next shot!
Who in your organization plays pool and knows what to do NEXT?
Wednesday, November 10, 2010
Taking It To The Streets
One of my clients sent me this:
“Henry Lewcyk had an interesting statistic at the conference when he was talking about marketing: 75% of all centers invest the bulk of their marketing budget for "in center promotional material". This translates to we are only willing to spend a few dollars copying fliers to hand out to people who come in anyway.
One other comment about the conference: Everyone was talking about how to take your open play bowlers and make them into league bowlers. The reality is most of them do not want to be in leagues and there is nothing wrong with that.
As an industry we ought to spend more time talking about those people who come in a 2X a year and spend a $100 or so.
We need to focus on getting them back 4-5X a year instead of two. That would be a lot more likely than trying to make them into league bowlers”.
Henry is generous. More like 95% of the centers invest in “inside marketing” (i.e. fliers, posters, more fliers, and more posters). Now centers are emailing; do you think it’s a replacement for direct mail?
Getting people to come into the center more frequently is less about communicating the product you have than it is about developing a new product.
• 5 to 6 week fun bowl sessions for busy young professionals at a premium price that involves a charity they can relate to (AIDS, Breast Cancer, Kids Charities, etc)
• 3 to 4 corporate parties scheduled annually as a team building event
• 4 pack of fun: bowl 4 times and get the 5th time free 9 especially good for packaged programs like Pizza Pins N Pop. No you’re not giving it away, you’re getting people to come back two or three more times than normal
Maybe it’s time to take your marketing to the streets because THIS is the new normal.
“Henry Lewcyk had an interesting statistic at the conference when he was talking about marketing: 75% of all centers invest the bulk of their marketing budget for "in center promotional material". This translates to we are only willing to spend a few dollars copying fliers to hand out to people who come in anyway.
One other comment about the conference: Everyone was talking about how to take your open play bowlers and make them into league bowlers. The reality is most of them do not want to be in leagues and there is nothing wrong with that.
As an industry we ought to spend more time talking about those people who come in a 2X a year and spend a $100 or so.
We need to focus on getting them back 4-5X a year instead of two. That would be a lot more likely than trying to make them into league bowlers”.
Henry is generous. More like 95% of the centers invest in “inside marketing” (i.e. fliers, posters, more fliers, and more posters). Now centers are emailing; do you think it’s a replacement for direct mail?
Getting people to come into the center more frequently is less about communicating the product you have than it is about developing a new product.
• 5 to 6 week fun bowl sessions for busy young professionals at a premium price that involves a charity they can relate to (AIDS, Breast Cancer, Kids Charities, etc)
• 3 to 4 corporate parties scheduled annually as a team building event
• 4 pack of fun: bowl 4 times and get the 5th time free 9 especially good for packaged programs like Pizza Pins N Pop. No you’re not giving it away, you’re getting people to come back two or three more times than normal
Maybe it’s time to take your marketing to the streets because THIS is the new normal.
Thursday, November 4, 2010
Getting To The Change
I received a lot of feedback on my blogs about advertising campaigns, and new technology and wanted you to know of them. Here are a few.
Comments ranged from:
“You’re the lone voice in the darkness crying out for what we all want to say about new products,” (thank you, but…) to "we need a real hero, a Michael Jordan or even a “Tiger Woods (well, maybe not THE Tiger!) to “small center or big center, this industry cannot afford NOT to do something. Our products are old and tired and I modernized 3 years ago!” (“but what?”, say the masses).
One industry pundit indicated, and I agreed, that “certain companies have been more giving to the industry than others, but it seems that proprietors are not willing to reward these “involved” companies for their good work and ‘contributions’ but rather will only reward those with “cheaper prices.”
Sad, but true.
And finally, one industry veteran said, "Aw c'mon Fred. This is a pipe dream. We aren't going to do anything new and besides are you serious about getting proprietors to even partially fund an industry marketing campaign? But keep dreaming, maybe something will happen."
Wouldn’t it be cool if we could get some great new game changing products and then really have something to say?
Yeah, it would be very cool indeed!
So what kinds of new products have you been dreaming about? Let me know.
Maybe we can build it together.
Comments ranged from:
“You’re the lone voice in the darkness crying out for what we all want to say about new products,” (thank you, but…) to "we need a real hero, a Michael Jordan or even a “Tiger Woods (well, maybe not THE Tiger!) to “small center or big center, this industry cannot afford NOT to do something. Our products are old and tired and I modernized 3 years ago!” (“but what?”, say the masses).
One industry pundit indicated, and I agreed, that “certain companies have been more giving to the industry than others, but it seems that proprietors are not willing to reward these “involved” companies for their good work and ‘contributions’ but rather will only reward those with “cheaper prices.”
Sad, but true.
And finally, one industry veteran said, "Aw c'mon Fred. This is a pipe dream. We aren't going to do anything new and besides are you serious about getting proprietors to even partially fund an industry marketing campaign? But keep dreaming, maybe something will happen."
Wouldn’t it be cool if we could get some great new game changing products and then really have something to say?
Yeah, it would be very cool indeed!
So what kinds of new products have you been dreaming about? Let me know.
Maybe we can build it together.
Sunday, October 31, 2010
Where have You Gone, Joe Bowler?
"Where have you gone Joe Bowler? A nation holds its lonely eyes to you." With respects to Simon and Garfunkel, you must be wondering what happened to Joe Bowler. He was just here; bowling in a few leagues; coming in Saturday with his kids and bowling with Mom on Saturday night.
But now he is gone. Its because of lifestyles we are told. Or it's because of more competition, Or even the weather.
But lets look at competition. TV was supposed to kill the movies. Home videos were supposed to kill TV and the movies. The CD was supposed to kill videos, movies and TV (it succeeded only in killing the video tape). The Internet was supposed to kill all forms of "mass media". Sports on TV have bigger audiences than ever as do the top 10 most popular shows. The I-pod was supposed to kill radio; radio listening is up for the first time in three years.
Now "video on demand" is supposed to kill Netflix; Netflix grew 11% last year. The Kindle was supposed to kill bookstores. Hasn't happened. Go to a Borders or a Barnes & Noble this Christmas shopping season and note how many people have lined up to buy books. In fact go there any time!
I think our competition is just apathy. Apathy on the part of manufacturers who have not given us technologically exciting, break through products in years to attract new customers and retain existing customers. NO, I am sorry, big screen masking units, new graphics for automatic scorers and a few other "cutesy" products do not a "game changer" make.
Pinsetters, scorers, lights n music and bumpers and maybe synthetic lanes. They are game changers...but that's over 50 years. Five game changer products in 50 years does not bode well for the health of your companies or for our centers.
But bowling proprietors haven't been innocent either. Apathy runs deep. We have not demanded these technologically cool products. To counter this argument, manufacturers will tell you that proprietors don't want to pay for new products. OK, its a draw. Now what?
The only fact that make sense is for us to realize that our customers are leaving because there is NOTHING NEW. For those who hold to the sanctity of the game (and I am one as well) who say. "bowling should stand by itself. Its a great game," you are absolutely right.
But the new customer doesn't share that feeling. Speak to some "twenty somethings" and ask them why they don't bowl any more on Friday or Saturday nights.
If the answer that you don't want to hear is: "your product is not exciting", then sit back on your apathy and wave good bye to Joe Bowler.
Or you can DEMAND CHANGES from those who can deliver.
C'mon Mr. Brunswick, Ms. AMF, Mr. US Bowling, Ms. Switch, Mr. Murray and any body else who can think and deliver a "game changer" product for 67 million unexcited participants. We need it NOW!
But now he is gone. Its because of lifestyles we are told. Or it's because of more competition, Or even the weather.
But lets look at competition. TV was supposed to kill the movies. Home videos were supposed to kill TV and the movies. The CD was supposed to kill videos, movies and TV (it succeeded only in killing the video tape). The Internet was supposed to kill all forms of "mass media". Sports on TV have bigger audiences than ever as do the top 10 most popular shows. The I-pod was supposed to kill radio; radio listening is up for the first time in three years.
Now "video on demand" is supposed to kill Netflix; Netflix grew 11% last year. The Kindle was supposed to kill bookstores. Hasn't happened. Go to a Borders or a Barnes & Noble this Christmas shopping season and note how many people have lined up to buy books. In fact go there any time!
I think our competition is just apathy. Apathy on the part of manufacturers who have not given us technologically exciting, break through products in years to attract new customers and retain existing customers. NO, I am sorry, big screen masking units, new graphics for automatic scorers and a few other "cutesy" products do not a "game changer" make.
Pinsetters, scorers, lights n music and bumpers and maybe synthetic lanes. They are game changers...but that's over 50 years. Five game changer products in 50 years does not bode well for the health of your companies or for our centers.
But bowling proprietors haven't been innocent either. Apathy runs deep. We have not demanded these technologically cool products. To counter this argument, manufacturers will tell you that proprietors don't want to pay for new products. OK, its a draw. Now what?
The only fact that make sense is for us to realize that our customers are leaving because there is NOTHING NEW. For those who hold to the sanctity of the game (and I am one as well) who say. "bowling should stand by itself. Its a great game," you are absolutely right.
But the new customer doesn't share that feeling. Speak to some "twenty somethings" and ask them why they don't bowl any more on Friday or Saturday nights.
If the answer that you don't want to hear is: "your product is not exciting", then sit back on your apathy and wave good bye to Joe Bowler.
Or you can DEMAND CHANGES from those who can deliver.
C'mon Mr. Brunswick, Ms. AMF, Mr. US Bowling, Ms. Switch, Mr. Murray and any body else who can think and deliver a "game changer" product for 67 million unexcited participants. We need it NOW!
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