Recent Nielsen reports indicate that the average American is watching more television each week; approximately 34 hours vs. 28 hours just 3 years ago.
In the average American household, the TV set(s) are on for 6 hours and 47 minutes per day.
This average American, today, is also getting on line about 13 hours per week, up from just 9 hours in 2000.
60% of all TV users use the Web at the same time at least once a month, according to a Nielsen report issued in March of 2010. Americans now spend 3.5 hours per month watching TV while on the Internet.
So by the time someone is 65 years old (baby boomers turning 65 this year!!) they will have watched 9 years of TV. Yikes!
So while many advertisers have moved to on line advertising, social media and mobile marketing, the top 100 advertisers last year spent over $100 billion on TV advertising. Many of these advertisers had a strong on line presence s well.
We have always said that the name of the game is synergy; the use of multiple communication channels to reach your target, so each channel adds frequency and message redundancy
Because the consumer is more multidimensional than ever and seeks information from more sources than ever, the need to reach him/her will depend on more forms of media including people who watch video on their mobile devices, (17 million people in 2011. 12 million people in 2009; 57% increase and will only increase by double digits for years to come)!
If you are leaving Television, especially cable TV out of your media mix, or if you are leaving mobile videos out of your mix, you might be leaving your message on the cutting room floor.
Think multi channels, not just one channel. It’s just how it is.
And if you think Americans watch too much TV instead of reading consider this:
The percentage of Americans who can name the Three Stooges? 59%.
The percentage of Americans who can name Three Supreme Court Justices? 17%
Saturday, January 8, 2011
Saturday, January 1, 2011
10 Tips For A Positive New Year
Lots of New Year fun with old friends staying over; new friends stopping by and lots of things to do. I really relish this time of the year and so I offer you some food for thought; "Fredquarters Tips For A Positive New Year."
1. When you wake up in the morning, complete the following sentence, "my purpose is_________."
2. Stop being disappointed about where you are at. Think good thoughts about where you are going.
3. Change is NOT your enemy. Make friends with any change that comes your way and be ready to discover the opportunity inside of the challenge.
4. Live with the 3E's : Energy, Enthusiasm and Empathy.
5. Believe that everything happens for a reason. When God takes something from you, he is opening up your hands to receive something better.
6. The key to innovation is to focus on solutions. Focus sharply.
7. Read more books than you did in 2010.
8. Smile and laugh more. They are natural anti depressants.
9. Make a difference in somebody's life this year.
10. Enjoy the ride. The purpose of this life isn't to come to the end all shiny and new and always playing it safe. Come in yelling at the top of your lungs, "Wheeeeeeeeeeww; that was a helluva ride!!"
1. When you wake up in the morning, complete the following sentence, "my purpose is_________."
2. Stop being disappointed about where you are at. Think good thoughts about where you are going.
3. Change is NOT your enemy. Make friends with any change that comes your way and be ready to discover the opportunity inside of the challenge.
4. Live with the 3E's : Energy, Enthusiasm and Empathy.
5. Believe that everything happens for a reason. When God takes something from you, he is opening up your hands to receive something better.
6. The key to innovation is to focus on solutions. Focus sharply.
7. Read more books than you did in 2010.
8. Smile and laugh more. They are natural anti depressants.
9. Make a difference in somebody's life this year.
10. Enjoy the ride. The purpose of this life isn't to come to the end all shiny and new and always playing it safe. Come in yelling at the top of your lungs, "Wheeeeeeeeeeww; that was a helluva ride!!"
Monday, December 27, 2010
Be Relevant
I guess it’s that time of the year; the end of the year which promises us the end of the “old” and the beginning of the “new.” These demarcations must be important otherwise we wouldn’t wish each other “Happy New Year” and say things like: “Best wishes for health happiness and prosperity in The New Year.”
In many respects, it is good to get the old year behind us. 2010 wasn’t very kind to us and we eagerly await 2011 with its aura of a “new start.”
But what will you be starting anew?
Will it be the same old league structures and open play programs or will it be something more inviting, exciting and fun?
Will it be the same old open play programs or will it be new programs that offer people a way to identify with programs that are relevant to them?
It has been said that “you are what you eat.” If that be the case, than I think “you are what you buy.”
Today, people want their buying habits to reflect their values, as indicated by the surging interest in farmers markets and local clothing designers. Wouldn’t it stand to reason than that bowling, at retail, needs to reflect people’s values too?
What are some of those values?
As reported by a recent consumer study, people want to be viewed as:
• Savvy shoppers who understand that getting good “quality” products and services are more important than getting a “quantity” of products.
• Contemporary Traditionalists who want their home, its furnishings and the accouterments that go with it to reflect their sense of style, taste and values.
• Individualists who want to be uniquely different, but not SO different that they are viewed as “weird or strange.”
• Successful people who are fulfilling their social, economic, family and spiritual needs.
• Optimistic about their future. (Recent consumer confidence studies have spiked in the past two months with more than 74% of respondents saying they are indeed optimistic about their future. This is up from 48% reported in November of 2009).
So maybe 2011 will be better than 2010.
But it is up to you to prove that your products are relevant to today’s view of how people see themselves. Or to create new products that achieve the same result.
In 2011; the mantra is “be relevant or go away.”
In many respects, it is good to get the old year behind us. 2010 wasn’t very kind to us and we eagerly await 2011 with its aura of a “new start.”
But what will you be starting anew?
Will it be the same old league structures and open play programs or will it be something more inviting, exciting and fun?
Will it be the same old open play programs or will it be new programs that offer people a way to identify with programs that are relevant to them?
It has been said that “you are what you eat.” If that be the case, than I think “you are what you buy.”
Today, people want their buying habits to reflect their values, as indicated by the surging interest in farmers markets and local clothing designers. Wouldn’t it stand to reason than that bowling, at retail, needs to reflect people’s values too?
What are some of those values?
As reported by a recent consumer study, people want to be viewed as:
• Savvy shoppers who understand that getting good “quality” products and services are more important than getting a “quantity” of products.
• Contemporary Traditionalists who want their home, its furnishings and the accouterments that go with it to reflect their sense of style, taste and values.
• Individualists who want to be uniquely different, but not SO different that they are viewed as “weird or strange.”
• Successful people who are fulfilling their social, economic, family and spiritual needs.
• Optimistic about their future. (Recent consumer confidence studies have spiked in the past two months with more than 74% of respondents saying they are indeed optimistic about their future. This is up from 48% reported in November of 2009).
So maybe 2011 will be better than 2010.
But it is up to you to prove that your products are relevant to today’s view of how people see themselves. Or to create new products that achieve the same result.
In 2011; the mantra is “be relevant or go away.”
Monday, December 20, 2010
Uncertainty
We live in a world of uncertainty. There was a time we could count on a few things like: "if we worked hard, we would get that promotion,get more money, get a bigger house and car, put our kids through college and then stroll off into a happy retirement."
For many people, this American Dream has either passed them buy or has been shattered by the recent economic meltdown. This meltdown has also caused uncertainty; uncertainty about the future and for CEO's that uncertainty is translated into "the should I or shouldn't I hire more people question"
Today, workplace uncertainty seems to be "going on forever." American businesses are still skittish about permanent jobs. So they hire temporary workers.
According to the US Labor Department, temporary workers accounted for 307,000 jobs out of the 1.17 million private sector jobs that were added in the past year. For the more than 15 million people who are still out of work, temporary jobs offer less benefits, have no job security and makes it harder for them to save. But yet, temporary jobs are their window; their chance at permanency and represent a glimmer of hope in a still very bleak employment picture.
For you, the bowling proprietor, this could be your chance to draw upon the excess "talent" that is out there; to raise the bar on the kind of people you can hire who will be more than willing to serve your customers the right way.
Who knows? Perhaps their temporary status at your center will become more permanent and with it you will get a better and more grateful employee who still believes the American Dream can come true!
And wouldn't that be nice.
For many people, this American Dream has either passed them buy or has been shattered by the recent economic meltdown. This meltdown has also caused uncertainty; uncertainty about the future and for CEO's that uncertainty is translated into "the should I or shouldn't I hire more people question"
Today, workplace uncertainty seems to be "going on forever." American businesses are still skittish about permanent jobs. So they hire temporary workers.
According to the US Labor Department, temporary workers accounted for 307,000 jobs out of the 1.17 million private sector jobs that were added in the past year. For the more than 15 million people who are still out of work, temporary jobs offer less benefits, have no job security and makes it harder for them to save. But yet, temporary jobs are their window; their chance at permanency and represent a glimmer of hope in a still very bleak employment picture.
For you, the bowling proprietor, this could be your chance to draw upon the excess "talent" that is out there; to raise the bar on the kind of people you can hire who will be more than willing to serve your customers the right way.
Who knows? Perhaps their temporary status at your center will become more permanent and with it you will get a better and more grateful employee who still believes the American Dream can come true!
And wouldn't that be nice.
Tuesday, December 14, 2010
Feed The Dog
Your advertising results are inextricably linked to the message.
Two advertisers invest the same amount of money reaching the same target audience. One succeeds brilliantly and buys the mansion on the hilltop. The other fails miserably, receiving no response whatsoever. The difference between these two was in the message of their ads.
Ads that speak to the heart of the customer and touch a nerve are the ones that turn little companies into big companies. But few people know how to write such an ad. (We do and have been for years!) Most business owners approach advertising with the goal of merely getting their name out. But there is no evidence to suggest this will help you in the slightest.
A recent study by the Wharton School of business, University of Pennsylvania indicated that everything hinges on the message you attach to your name. Is your message predictable and, consequently, boring? Is it believable? Is it relevant to the perceived need of the reader/listener/viewer?
Tempt a dog with a bowl of rice, and he'll ignore you. Put a steak in the bowl, and you'll have his undivided attention. Your prospective customers are no different.
What have you been putting in their bowls?
Two advertisers invest the same amount of money reaching the same target audience. One succeeds brilliantly and buys the mansion on the hilltop. The other fails miserably, receiving no response whatsoever. The difference between these two was in the message of their ads.
Ads that speak to the heart of the customer and touch a nerve are the ones that turn little companies into big companies. But few people know how to write such an ad. (We do and have been for years!) Most business owners approach advertising with the goal of merely getting their name out. But there is no evidence to suggest this will help you in the slightest.
A recent study by the Wharton School of business, University of Pennsylvania indicated that everything hinges on the message you attach to your name. Is your message predictable and, consequently, boring? Is it believable? Is it relevant to the perceived need of the reader/listener/viewer?
Tempt a dog with a bowl of rice, and he'll ignore you. Put a steak in the bowl, and you'll have his undivided attention. Your prospective customers are no different.
What have you been putting in their bowls?
Monday, December 13, 2010
The Social Couponing Phenomenon
The social media couponing phenomenon has hit and it has hit hard.
"Groupon.com", a subscription service is now in over 150 markets and has about 15 million subscribers. It is the big kahuna in this new revenue generating marketing machine. Their model is to ask retailers, like you, to cut your price by 50%. Groupon then takes 50% of that price.
For example, if you are selling an "all you can bowl program" for $10, Groupon will ask you to sell it for $5. Groupon will then keep $2.50 of that while you keep the other $2.50. Pretty steep discount, yes? The advantage of Groupon, however; is that the offer can be geo-targeted to your market area; so its a real rifle shot and not just a shotgun marketing blast.
Groupon also sets a "buy in" level. Once a specified number of Groupon members sign up for it, the deal THEN goes live and the Groupon subscribers are then charged for the offer whether they use it or not. Groupon also asks for a long period of acceptance so expiration dates are less flexible.
There are other players in the market too such as LivngDeal.com, Homerun.com, Buywithme.com and Giltcity.com. Be sure to check them out before you run to Groupon.
But, if you are going to use Groupon, offer a coupon for $10 worth of bowling for 2 or more people. Yes, you will only get $2.50, but at that price how much bowling and shoe rental can 2 people buy? Maybe 1 game each and maybe 2 pairs of shoes? At least you will have a chance for additional games (and additional food and beverage), provided that you you specify that the coupon is only valid for full price open play games and not for "specials."
Study this phenomenon. It will only grow in the future. Yet consolidations will happen. Groupon may be bought by Google. Several of the smaller social coupon companies will consolidate and some will go away. Other new models may appear as well, more suited to your needs.
One other point; many of these social couponing companies may not let you access the data of those people who subscribed to your offer. You may be on your own on this one so make that a goal of your program...to get the data!
And like other marketing tactics, make sure your goals are crystal clear. Do you want to tap into a new customer base? Do you want to get bargain hunters in to whom you can sell other "special" products or are you looking to get people to bring a friend or two) to the center.
Start with the goal, then the strategy and then the tactic.
Marketing never works any other way.
"Groupon.com", a subscription service is now in over 150 markets and has about 15 million subscribers. It is the big kahuna in this new revenue generating marketing machine. Their model is to ask retailers, like you, to cut your price by 50%. Groupon then takes 50% of that price.
For example, if you are selling an "all you can bowl program" for $10, Groupon will ask you to sell it for $5. Groupon will then keep $2.50 of that while you keep the other $2.50. Pretty steep discount, yes? The advantage of Groupon, however; is that the offer can be geo-targeted to your market area; so its a real rifle shot and not just a shotgun marketing blast.
Groupon also sets a "buy in" level. Once a specified number of Groupon members sign up for it, the deal THEN goes live and the Groupon subscribers are then charged for the offer whether they use it or not. Groupon also asks for a long period of acceptance so expiration dates are less flexible.
There are other players in the market too such as LivngDeal.com, Homerun.com, Buywithme.com and Giltcity.com. Be sure to check them out before you run to Groupon.
But, if you are going to use Groupon, offer a coupon for $10 worth of bowling for 2 or more people. Yes, you will only get $2.50, but at that price how much bowling and shoe rental can 2 people buy? Maybe 1 game each and maybe 2 pairs of shoes? At least you will have a chance for additional games (and additional food and beverage), provided that you you specify that the coupon is only valid for full price open play games and not for "specials."
Study this phenomenon. It will only grow in the future. Yet consolidations will happen. Groupon may be bought by Google. Several of the smaller social coupon companies will consolidate and some will go away. Other new models may appear as well, more suited to your needs.
One other point; many of these social couponing companies may not let you access the data of those people who subscribed to your offer. You may be on your own on this one so make that a goal of your program...to get the data!
And like other marketing tactics, make sure your goals are crystal clear. Do you want to tap into a new customer base? Do you want to get bargain hunters in to whom you can sell other "special" products or are you looking to get people to bring a friend or two) to the center.
Start with the goal, then the strategy and then the tactic.
Marketing never works any other way.
Friday, December 10, 2010
How Many Times Do I Have To Tell You?
If the goal of marketing is to create sales, then your marketing must create positive perceptions about your center. So really, what people say or think about your business or product offering is the chasm that must be bridged before any new sales can occur!
Try this exercise. Present your new idea or product to a group of people, maybe to your employees. Then, afterwards, speak to each employee individually . You will be amazed at what they heard. It will probably be different from what you said. Sometimes, very different.
Unfortunately, people don't listen well, especially to details. They hear what they want to hear. They interpret, what they heard, in a very different fashion from what you said. Just because they are "people" and that's how they are wired.
All too often a proprietor will send out ONE direct mail piece or use the newspaper for ONE advertisement. Or run ONE week of electronic media (Radio or TV) only to conclude that the program didn't work when in reality, it was the infrequency of message that brought the program to its knees.
When in doubt, speak to your audience as often as you can afford. Say it frequently and then say it again. More often than not, its the frequency of message, and NOT the product.
Moral of the story: You can never tell your prospect too often about your business, your product or your idea. Never.
Try this exercise. Present your new idea or product to a group of people, maybe to your employees. Then, afterwards, speak to each employee individually . You will be amazed at what they heard. It will probably be different from what you said. Sometimes, very different.
Unfortunately, people don't listen well, especially to details. They hear what they want to hear. They interpret, what they heard, in a very different fashion from what you said. Just because they are "people" and that's how they are wired.
All too often a proprietor will send out ONE direct mail piece or use the newspaper for ONE advertisement. Or run ONE week of electronic media (Radio or TV) only to conclude that the program didn't work when in reality, it was the infrequency of message that brought the program to its knees.
When in doubt, speak to your audience as often as you can afford. Say it frequently and then say it again. More often than not, its the frequency of message, and NOT the product.
Moral of the story: You can never tell your prospect too often about your business, your product or your idea. Never.
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