Lately I have talked about marketing programs, promotions and to do lists so I thought I would switch to a little human relations; specifically hiring employees. Like you I have the same problem in my bowling centers - finding people who care enough to serve the customer right.
Well, I came a cross one question that makes all the difference in hiring; a question that separates those who want to be accountable for their actions and those who do not.
Here's the question: "Please tell me the last time you made a mistake and what was the mistake?"
Be prepared for three types of answers and two of them are bad.
Bad answer #1: "Uh, I went for a job interview once and I mistakenly wore two pairs of socks". OK, a mistake was admitted, but because it had absolutely nothing to do with a work product, you have to figure this joker isn't taking the question seriously and isn't owning up to anything he or she did on the job.
Bad answer #2: "Well, I developed this program to promote our products, worked for two weeks on it. and then when it came time to distribute the emails and set up the auto responder, I thought someone else was going to do it, so it didn't go out. Really wasn't my fault, so and so just forgot to do it. Boy I could have killed him/her I was so angry." Well, if you worked so hard on it, why didn't YOU see to it that the product got over the goal line? At worst, why didn't you check with that person before leaving for the night. Take some responsibility, dude!!
Good answer #3: "I was backed up on several projects and had lots going on and I missed a step in the distribution channel that caused my company to almost lose a bid for a big dollar sale. The next day I went In and told my boss and volunteered to call the client and explain the situation. Initially he was upset, but realized that Ii was too.'
Now don't you want to hire someone who takes responsibility seriously, who fesses up when he/she screws up and then offers to make it better?
Yup, that's who I want.
What's your favorite interview question?
Tuesday, June 14, 2011
Wednesday, June 8, 2011
3 Ideas To Bring More Kids and Parents Into Your Center Now
Memorial Day came and went and with it the worst month for bowling.
Up next is June, the 2nd worst month for bowling, but now you have an opportunity to go after the kids and their parents. In many communities, kids will get out of school by mid June.
What is your plan to get them into your center?
The first thing you should have done *(and there is still time to do it) is sign your center up for Kidsbowlfree.com It will get you kid traffic, data base information, more food and beverage and shoe rental, but you have to act fast. Go to www.kidsbowlfree.com and sign up now.
Beyond this great program (yes i am one of the co-founders of it and yes I believe in it strongly o I am telling you about it) there are other programs to put in place.
Here are four ideas you can take to the bank:
1. The "3-2-1 Bowling Blastoff" program. Kids can bowl their first game for $3; their 2nd game for $2 and their 3rd game for just $1. And all games after game #3 are also $1. Parents can also bowl at these great rates.
2. "Take Five time." Just $5 per hour bowling for kids and parents. Bowl the second hour at $4 per hour and the 3rd hour at $3 per hour per person. Shoes are extra.
3. "Hours of Fun." First hour is just $20 per hour, 2nd hour is $10 per hour and 3rd hour is $5 per hour. all prices are per lane and shoes are extra.
4. "Family Power Hours" 2 hours of bowling, shoe rental for just $39.95. Super size your fun and get a large cheese pizza and pitcher of soda (pop) for just $14.95 more.
All these programs need to be promoted.
Use your Facebook contacts, your tweeter contacts, LinkedIn contacts and some tried and true over sized postcards to about 1,000 of your kids data base list. Create an offer like : present this card and get a slice of pizza and a soft drink.
One slice and one soft drink will stimulate other food purchases from other people in the group. Promise.
Know what all these promos have in common?
They all obey one of Fred's rules of bowling marketing::
Give the customer a reason to STAY LONGER. Longer stays mean more ancillary income and more jingle in our cash register.
And that's a sound we all like!
Up next is June, the 2nd worst month for bowling, but now you have an opportunity to go after the kids and their parents. In many communities, kids will get out of school by mid June.
What is your plan to get them into your center?
The first thing you should have done *(and there is still time to do it) is sign your center up for Kidsbowlfree.com It will get you kid traffic, data base information, more food and beverage and shoe rental, but you have to act fast. Go to www.kidsbowlfree.com and sign up now.
Beyond this great program (yes i am one of the co-founders of it and yes I believe in it strongly o I am telling you about it) there are other programs to put in place.
Here are four ideas you can take to the bank:
1. The "3-2-1 Bowling Blastoff" program. Kids can bowl their first game for $3; their 2nd game for $2 and their 3rd game for just $1. And all games after game #3 are also $1. Parents can also bowl at these great rates.
2. "Take Five time." Just $5 per hour bowling for kids and parents. Bowl the second hour at $4 per hour and the 3rd hour at $3 per hour per person. Shoes are extra.
3. "Hours of Fun." First hour is just $20 per hour, 2nd hour is $10 per hour and 3rd hour is $5 per hour. all prices are per lane and shoes are extra.
4. "Family Power Hours" 2 hours of bowling, shoe rental for just $39.95. Super size your fun and get a large cheese pizza and pitcher of soda (pop) for just $14.95 more.
All these programs need to be promoted.
Use your Facebook contacts, your tweeter contacts, LinkedIn contacts and some tried and true over sized postcards to about 1,000 of your kids data base list. Create an offer like : present this card and get a slice of pizza and a soft drink.
One slice and one soft drink will stimulate other food purchases from other people in the group. Promise.
Know what all these promos have in common?
They all obey one of Fred's rules of bowling marketing::
Give the customer a reason to STAY LONGER. Longer stays mean more ancillary income and more jingle in our cash register.
And that's a sound we all like!
Tuesday, May 31, 2011
8 ways to Attract Exisiting Customers NOW!
Recent economic news has not been good.
Housing sales have slumped and housing prices are down; some of the steepest declines are in Arizona, Nevada and Florida.
Couple that report with the fact that the recent census report indicates consumer spending, in April, slowed to a trickle.
Another report indicated that the US is getting older; the median age of America is now almost 38 years old. In addition, more people are choosing to rent, than buy. In 1990 69% of Americans owned their own home, today that number is just 63%.
And if that isn't enough to get you thinking, consider the fact that just 48% of American households are married households and less than 25% are married households with children.
Not good news at all.
So what's a bowling proprietor to do?
First, recognize that it will be harder to pry discretionary dollars from the consumers hands, simply because there are fewer discretionary dollars out there (and more gasoline dollars in there) as well as a genuine anxiety about spending in any way shape or form.
In order to get the consumer to consider bowling as a GREAT VALUE, you need to make your offer a great value and then promote it, communicate it, and advertise it as hard as you possibly can to your best prospects.
And your best prospects are your EXISTING customers.
Some of the value specials to consider are:
C'mon, we have faced harder obstacles.
Now is the time to get creative and live out on the edge.
And observe OUR #1 marketing rule; "DON'T BE BORING."
.
Housing sales have slumped and housing prices are down; some of the steepest declines are in Arizona, Nevada and Florida.
Couple that report with the fact that the recent census report indicates consumer spending, in April, slowed to a trickle.
Another report indicated that the US is getting older; the median age of America is now almost 38 years old. In addition, more people are choosing to rent, than buy. In 1990 69% of Americans owned their own home, today that number is just 63%.
And if that isn't enough to get you thinking, consider the fact that just 48% of American households are married households and less than 25% are married households with children.
Not good news at all.
So what's a bowling proprietor to do?
First, recognize that it will be harder to pry discretionary dollars from the consumers hands, simply because there are fewer discretionary dollars out there (and more gasoline dollars in there) as well as a genuine anxiety about spending in any way shape or form.
In order to get the consumer to consider bowling as a GREAT VALUE, you need to make your offer a great value and then promote it, communicate it, and advertise it as hard as you possibly can to your best prospects.
And your best prospects are your EXISTING customers.
Some of the value specials to consider are:
- One price food, bowling and beverage pricing.
- Bounce backs to come back and visit you for yet another deal.
- Short season 2 game leagues (8 to 10 weeks) for $8 or $10 bucks.
- Gasoline incentives; buy the customer a gift card for $25 of gasoline when they spend $50with you or put $50 of bowling on their gift card for $25.
- A short season league that gives them restaurant coupons for bowling each week. Check with the Kids Bowl Free people (wwwkidsbowlfree.com) who offer this incentive for $less than $5 per $25 gift certificate.
- Target companies for indoor (no rain out) summer parties for less than $10 a person (bowling and shoes and a pizza per lane...minimum 4 on a lane.
- Bring a friend to cosmic bowling and your friend bowls at half price.
- Gear up for special events at the center; theme nights, rock bands, country and western bands, etc
C'mon, we have faced harder obstacles.
Now is the time to get creative and live out on the edge.
And observe OUR #1 marketing rule; "DON'T BE BORING."
.
Thursday, May 26, 2011
Surrender Vs. Control
Here is a way to experience Control versus Surrender. Clench your fist.
Make your hand so tight that nothing can slip through into your palm.
What would you do if I wanted to put $1,000 into the palm of your hand right now?
Would you keep your fist clenched or would you surrender your clenched hand to accept what I am offering?
Life works the same way.
When your mind is clenched,you cannot open yourself to the opportunities you deserve. Here is a quote from Lao Tzu - "He who grasps, loses." Remember it!
Surrender happens when you do what you can do in the moment, and let go of the things that are outside of your control.
Make your hand so tight that nothing can slip through into your palm.
What would you do if I wanted to put $1,000 into the palm of your hand right now?
Would you keep your fist clenched or would you surrender your clenched hand to accept what I am offering?
Life works the same way.
When your mind is clenched,you cannot open yourself to the opportunities you deserve. Here is a quote from Lao Tzu - "He who grasps, loses." Remember it!
Surrender happens when you do what you can do in the moment, and let go of the things that are outside of your control.
Wednesday, May 25, 2011
Are You Really Different?
As summer unveils its landscape of green grass, sunny skies and the lure of vacation time, we know that our business cycle is turning down.
People just don't want to be indoors that much.
Thus, the market for bowling is diminished, sometimes by as much as 75%, as compared to our up cycle (December to April).
For those fewer consumers who want to bowl, we must have captivating offers that resonate with them; offers that make them say, "wow, that's for me".
But here's where the problem starts. In a rush to get whatever market share we can, we all too often rush to discount our price or promote programs with less value.
Often we give the product away just to build futures.
And that's OK...for a while.
But, the real question you have to answer; the question that is at the heart of every great marketing program is this:
"Why, out of all the ways to spend my money, my hard earned money, should I choose your bowling center as a place to spend my money vs. ALL of the options I have. Why? Give me one good reason."
If all you can come up with is better service, friendly people, more modern, cheaper prices, you might have a start; but NOT a finish.
Today's consumers want to feel like your business stands for something.
Are you a member of the community?
Do you tell people that your business gives back to the community?
Do you sponsor any special events in town?
Do you promote your center as the home of (i.e.); high school bowling, family fun and quality time, the happiest place in town, greatest cosmic show on earth, etc?
Now, while these are just examples, I am sure you can think of several answers to the thorny question I posed above.
If you don't clearly differentiate yourself from your competition, then all the information the customer has to make a buying decision on is price and he will therefore gravitate to the closest, lowest priced center.
And that is a recipe for declining lineage, revenue and profits.
Spend some sitting and staring time today thinking about it
Because your customer is thinking about it ...allot!
Send this to some of your proprietor friends and see what they think?
,
People just don't want to be indoors that much.
Thus, the market for bowling is diminished, sometimes by as much as 75%, as compared to our up cycle (December to April).
For those fewer consumers who want to bowl, we must have captivating offers that resonate with them; offers that make them say, "wow, that's for me".
But here's where the problem starts. In a rush to get whatever market share we can, we all too often rush to discount our price or promote programs with less value.
Often we give the product away just to build futures.
And that's OK...for a while.
But, the real question you have to answer; the question that is at the heart of every great marketing program is this:
"Why, out of all the ways to spend my money, my hard earned money, should I choose your bowling center as a place to spend my money vs. ALL of the options I have. Why? Give me one good reason."
If all you can come up with is better service, friendly people, more modern, cheaper prices, you might have a start; but NOT a finish.
Today's consumers want to feel like your business stands for something.
Are you a member of the community?
Do you tell people that your business gives back to the community?
Do you sponsor any special events in town?
Do you promote your center as the home of (i.e.); high school bowling, family fun and quality time, the happiest place in town, greatest cosmic show on earth, etc?
Now, while these are just examples, I am sure you can think of several answers to the thorny question I posed above.
If you don't clearly differentiate yourself from your competition, then all the information the customer has to make a buying decision on is price and he will therefore gravitate to the closest, lowest priced center.
And that is a recipe for declining lineage, revenue and profits.
Spend some sitting and staring time today thinking about it
Because your customer is thinking about it ...allot!
Send this to some of your proprietor friends and see what they think?
,
Monday, May 23, 2011
9 Secrets to A Profitable Summer
Well, we have almost gotten through May, the trough in the bowling business and we are heading for June; also a bit of a trough, but in June the kids, teens and college students are out of school and its time to make a run at them.
If you haven't already planned some programs to attract these segments then now is the time to review some old programs and create new ones.
Here's a checklist of some programs from both a league and open play standpoint.
1. - Get your cosmic bowling program geared up and get to the high school and college students. Run one or two special events every month. For example a theme night (70's, 80's, etc as well as a band night). Give the band the $5 or $10 admission charge and you keep the food, beverage and bowling dollars.
2. - Consider a family cosmic hour, if you have the lane availability , between 5 and 9pm during the week or on a Sunday afternoon; offer great food specials also.
3. - We all have adult child programs, but do you have an 8 week program for $8 that includes a bowling ball. Set it up for early July so it ends just before labor day so you can flip these newly minted bowlers into a 10 or 12 week program, NOT a 35 week program.
4. - Unbundle your pizza pins n pop program and offer "Hours of Family Fun" for $39.95 to include 2 hours of bowling and shoe rental. Then create a "sub offer" of "super sizing your fun for just $15 and get a large cheese pizza and a pitcher of pop. This price of $54.95 should equal your existing PPP pricing. If not adjust this suggested pricing.
5. - Offer 5 or 6 week LTB lessons for kids under the age of 14 for just $19.95 to $29.95 total. Set it up so it ends before Labor day, then flip these kids into an 8 week HAB program for $8 per week and then again into a 10 or 12 week program after January.
6. - Make sure your Monday to Thursday late night specials have not only attractive pricing, but also utilize sweepstakes prizes, which you can get from local merchants, as well as instant gratification prizes (win a 2 liter bottle of Pepsi for a redhead pin strike) or weekly gasoline cards ($25 of gasoline or add dollars to your rewards or gift cards).
7. - Daytime open play is always challenging and if you are not in the "Kids Bowl Free" program, you are missing out on a traffic driving, data base program that will carry you through the start of next season. Go to www.kidsbowlfree.com and sign up your center today!
8. - Don't forget to communicate to your day care centers, summer day camps and other kid's organizations for field trips, day outings, fund raisers and rainy days programs.
9. - And finally, make a run at all those companies and organizations that have had parties at your center during the season, why not invite them back for a half priced bowling party IF they sign an agreement with you for their annual Holiday party.
Summer is a hard time to market bowling, but with these tips, summer doesn't have to be a bummer. Call us at 212 867 2577 or email us at Fredkaplowitz@gmail.com for some great money saving and time saving tips to implement these programs.
If you haven't already planned some programs to attract these segments then now is the time to review some old programs and create new ones.
Here's a checklist of some programs from both a league and open play standpoint.
1. - Get your cosmic bowling program geared up and get to the high school and college students. Run one or two special events every month. For example a theme night (70's, 80's, etc as well as a band night). Give the band the $5 or $10 admission charge and you keep the food, beverage and bowling dollars.
2. - Consider a family cosmic hour, if you have the lane availability , between 5 and 9pm during the week or on a Sunday afternoon; offer great food specials also.
3. - We all have adult child programs, but do you have an 8 week program for $8 that includes a bowling ball. Set it up for early July so it ends just before labor day so you can flip these newly minted bowlers into a 10 or 12 week program, NOT a 35 week program.
4. - Unbundle your pizza pins n pop program and offer "Hours of Family Fun" for $39.95 to include 2 hours of bowling and shoe rental. Then create a "sub offer" of "super sizing your fun for just $15 and get a large cheese pizza and a pitcher of pop. This price of $54.95 should equal your existing PPP pricing. If not adjust this suggested pricing.
5. - Offer 5 or 6 week LTB lessons for kids under the age of 14 for just $19.95 to $29.95 total. Set it up so it ends before Labor day, then flip these kids into an 8 week HAB program for $8 per week and then again into a 10 or 12 week program after January.
6. - Make sure your Monday to Thursday late night specials have not only attractive pricing, but also utilize sweepstakes prizes, which you can get from local merchants, as well as instant gratification prizes (win a 2 liter bottle of Pepsi for a redhead pin strike) or weekly gasoline cards ($25 of gasoline or add dollars to your rewards or gift cards).
7. - Daytime open play is always challenging and if you are not in the "Kids Bowl Free" program, you are missing out on a traffic driving, data base program that will carry you through the start of next season. Go to www.kidsbowlfree.com and sign up your center today!
8. - Don't forget to communicate to your day care centers, summer day camps and other kid's organizations for field trips, day outings, fund raisers and rainy days programs.
9. - And finally, make a run at all those companies and organizations that have had parties at your center during the season, why not invite them back for a half priced bowling party IF they sign an agreement with you for their annual Holiday party.
Summer is a hard time to market bowling, but with these tips, summer doesn't have to be a bummer. Call us at 212 867 2577 or email us at Fredkaplowitz@gmail.com for some great money saving and time saving tips to implement these programs.
Saturday, May 21, 2011
7 Ways To Connect Locally With Your Customers (Part VII)
This is the final installment of our & part series on how to connect locally with your customers. You might want to print all 7 parts out and post them into your marketing planner as "low cost tools to use" to improve revenue.
Ask.com
How it works: Ask.com's sponsored advertising program is more like placing an ad in a newspaper than in a phone book.
Choose a title--"Buy bowling today!"--including a short description of what you are selling and a link to your Web site.
The best keywords go to the highest bidders. Ask.com also tracks the leads that come from its site, so you know what you're paying for.
Run your ad for as long as you like (turning it off and on at will) and change keywords on the fly--all in real time. Ask.com also syndicates the ads throughout other sites in its network.
For more information go to www.ask.com
Here's what it costs: The base for any ad is 5 cents per click.
The higher the demand for your selected keywords, the more you will pay per click. The network average is about 20 cents per click.
Good luck and good hunting.
Ask.com
How it works: Ask.com's sponsored advertising program is more like placing an ad in a newspaper than in a phone book.
Choose a title--"Buy bowling today!"--including a short description of what you are selling and a link to your Web site.
The best keywords go to the highest bidders. Ask.com also tracks the leads that come from its site, so you know what you're paying for.
Run your ad for as long as you like (turning it off and on at will) and change keywords on the fly--all in real time. Ask.com also syndicates the ads throughout other sites in its network.
For more information go to www.ask.com
Here's what it costs: The base for any ad is 5 cents per click.
The higher the demand for your selected keywords, the more you will pay per click. The network average is about 20 cents per click.
Good luck and good hunting.
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