New Marketing vs Old Marketing

Old marketing has been defined as the "movement of goods and services from producer to consumer that meets a customers needs or wants via the use of the 4P's (price, product, promotion and place)".

Throw that definition away. Well not all away; you still need a product; still need to price it, distribute it and promote it.

But the New marketing is a bit different. It has 7 steps.

These 7 steps require you to take action to get the customer to ultimately buy your product, return to buy it again and then positively refer your product or service to someone else.

1. Customers must get to KNOW your products via ads, articles, social media or referrals.

2. Customers must LIKE your product via your website, introduction/reception or newsletter.

3. Customers must TRUST your product, via a Free trial, Free report or a sales presentation.

4. Customers must TRY your product via a free offer, a through evaluation or by you nurturing them to take that step at "no risk."

5. Customers must BUY your product via your inside service /sales team, receiving a new customer kit or being able to give them multiple options yo pay for the product.

6  Customers must REPEAT their purchase of your product via bounce backs, cross selling, special offers, quarterly events, newsletters.

7. Customers must REFER your product to friends and family via results reports, introduction to other consumers who are endorsing your product or by creating special events for "new members" only.

Does your NEW marketing programs address these specific steps or do you have other steps that you work on?

Share it here, please  or contact us @ fredkap@verizon.net to get you into the "New marketing mode" quickly, effortlessly and efficiently.

Good luck and good hunting.

There’s Really No Such Thing As Mobile Marketing

"Funny thing is though, as small businesses rush to jump on the trend, they are approaching it in much the same way they did when the crush of social media’s hype finally won them over: by looking at the tools, technology and tactics as some sort of new marketing frontier.

In my view, there’s really no such thing as social media marketing or it’s newly minted cousin, mobile marketing; it’s all just marketing in a world that’s turned increasingly social and mobile.

The very first question you need to ask yourself as you analyze this new beast is this: How can I use any of the new tools and mediums to build deeper and more efficient relationships with the customers I already have?

If you can answer that question then using any new tool to generate new business will be a snap.

The most personal medium

As you draw up your mobile plans, you must remember that mobile devices are different. This device is in your customer’s pocket, at arms length at all times, and even on the bedside table as they sleep. This is a trust-building or eroding device like no other.

The key question

As you scan the conversation about mobile, always use your current customer as a guide. People get tripped up with things like SMS as some new form of lead-spamming evilness. And it can be that, but when you view it as a way, for example, to equip your current membership customers with the latest update of information, it might just turn into a power tool for you.

The things to consider now

I believe there are some core areas regarding mobile that need your initial attention; cover these and you can start to branch out.

1. Get your mobile website up to standard

Use tools such as WPTouch WordPress plugins. And start to explore mobile landing page builders and campaign builders such as BuildmyMobi from Network Solutions.

2. Take another good, hard look at local search directories

Get your Google Places, Bing Local and Yahoo Local pages rocking with content that makes it easy for mobile searchers (brimming with buying intent) to find the facts—store hours, brands, directions, coupons and specials.

3. Look into local paid search and display ads

Look into services such as those offered by Google Boost, AdWords Extensions and Where.com as a way to connect directly with mobile shoppers looking for something right now.

4. Look into text messaging or SMS Text messaging as a tool can create another potential contact and communication option (you don’t ever have to spam anyone so don’t discount this option just because you’ve been spammed). Use things like short codes to make it easier for people to request information or sign up for your newsletter. Think of ways to use text as a special status tool for your insider’s club or referral champions. Create a way to move merchandise to your best customers in flash sales. Check out tools such as Mobile Storm, CallFire and EZTexting.

Again, if it you can find ways to use the new breed of mobile tools to make life better and more convenient for your current customers, you’ll never go wrong."

This article was excerpted from my friend at Duct tape Marketing Guru: John Jantsch. 

One Killer Interview Question

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?

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!

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:

1. One price food, bowling and beverage pricing.
2. Bounce backs to come back and visit you for yet another deal.
3. Short season 2 game leagues (8 to 10 weeks) for $8 or $10 bucks.
4. 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.
5. 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.
6. 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.
7. Bring a friend to cosmic bowling and your friend bowls at half price.
8. 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."

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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.

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?



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