The New Traditionalists

When you are an artist, designer, inventor, developer, architect, writer, actor, singer, dancer, comedian, painter, composer or a creator of what it is you create, you have to very good at what you do or you have to be very good at selling people to buy what you have.

Just having a good enough product isn’t enough anymore, you have to know how to sell it to people who want to buy it.

So who wants to buy your bowling product anyway?  

You’ve sold it to “The Greatest Generation”; to “The Baby Boomers” and now you are trying to sell it to “Generation X and Generation Y’s”

Try selling it to “The New Traditionalists.” I  know, you’re probably saying, “Who the heck is that?” or some facsimile thereof.

The new traditionalists are your 25 to 34 year olds. They represent 40 million adults; more than 1 out of 6 adults over 18. And 40% of them have an Associates degree or better. 2 out of 3 of them have a smart phone.  But that's just the beginning

They are less likely to be married. More likely, they are living together, single or divorced.  If they have children, it is less than two. They may be Gay or Lesbian singles or couples as well, having more discretionary income than their straight peers.

They are as likely to eat Pizza Hut pizza on Friday night as they are to go to a moderately priced steak house on Saturday night either with their friends and get a sitter for the kids.  They’ll probably have no more than a few cocktails and will more likely drink wine and then get up Sunday to jog or exercise, maybe with a stroller by their side.

Many of them will attend or be involved in some religious and/or spiritual program at least once during the week.  They feel freer to talk about their feelings and are far more verbal than their parents. They don’t hold it all in.  They seek “happiness”, “contentment”, “peacefulness” and ‘love” and are more than willing to discuss it and with their friends.

They are probably better educated than the boomers and have most likely gone to completed college and almost 15% of them have a graduate degree. They are more likely renting their apartments, townhouses, condos and houses than owning them and are Ok with that as well.

They like the styles of traditional furniture, but want to mix it with a contemporary flair or an old antique.

They probably drive an imported vehicle, an economy or midsize car a smaller SUV and are as comfortable camping out as they are entertaining in their Ethan Allen inspired (or look alike) living room.

While money is important to them, being with their significant other or even alone enjoying friends, families, good times and travel are sometimes even more important.

No doubt they are struggling a little financially, but they always seem to have some way of finding a way to buy or indulge in that little extra. They work a lot of hours and think of their jobs as “careers” or “work”. 

Many are self employed or contractually employed on various projects.  They work at home, on Saturdays and Sundays and nights.  They are always connected via smart phones; their tool of choice.

They like picnics and they like bowling; just not too often.  They don’t join a lot of organizations, but they are generous when they can afford to be, giving time and money to charities.

Got the picture of who they are?

Great. Now go create a product for them that they would like to participate in. Wait.  You have one. Maybe Two, Maybe Three or more.In fact, you have perfect products for them.

You have single night products (Cosmic Bowling).  You have family bowling for them (Pizza Pins N Pepsi).  You have couples programs for them (Short season or every other week or once a month league bowling).

So how come they’re not gobbling up these products? 

Perhaps it is because you have not clearly explained the “benefits” in their terms as well as not saying or demonstrating it often enough at the grassroots level..

Are you at the local parade? Are you sponsoring community events?  Are you telling them about the local charities and schools you are involved with?  Are you creating exciting communication vehicles that use testimonials of real people? Are you at the bus stop, train station, involved in elementary schools and middle schools?  Have you cross promoted with local restaurants?  And a whole lot more grass roots stuff…

Be relevant to them and the new traditionalists will start to be relevant to you.

Reach Out and Touch Someone

I lost my cell phone today. 

Not really lost it. It was found in a restaurant in Michigan. Fortunately, a very kind and nice person  (Mr. Jim Selke from Classic Lanes) is trying to get to FED Ex as we speak to get me my phone by tomorrow.

I am sure that some of you have experienced the feeling of being suddenly "phoneless" and completely unconnected. For almost 99% of my dear readers, I expect that you count on your phone not just for business, but to instantly stay connected with friends, families and, of course, to use the myriad of applications that can inform, entertain and make us more productive every waking moment of the day.

Without it, we are disconnected; disoriented and discombobulated.

At least that's how I feel right now.

Now if I look at this as a learning experience I can say that I have learned that I need a beeper whenever my phone is more than 10 ft from me. That's my first thing to buy. Secondly, I need to not try to be in three places at once, (in a meeting, on the phone, on the computer).

I guess our customers feel some of this technology overload as well, but yet they  probably also feel lost when they are involuntarily out of touch.  To make matters worse, they also feel that every time their phone rings and an unrecognizable number comes up on their home phone or cell phone after 7pm, they tune it out because they know it is a sales call. Pure and simple.

So here's what I propose.

Instead of sending that email blast out or dumping another Facebook post, why not just call your best customers, league friends and just say HI. Call from your home or office phone.  No high tech stuff, just a, "how ya doing" and hope to see you around the bowl soon".

Make 50 or so calls; if no answer, leave the message on the answering machine if you have to. No sales hype. No offers. No message about a league officer or team captain meeting.  Just a good old fashioned "HI"

Call your friends and acquaintances... the old fashioned way.
Reach out and touch someone.

I bet they will appreciate it more than you can imagine.

p.s.  The irony of sending this blog out via digital media is too good to believe. Laugh. IT cleanses the soul.

From Gimmicks To Greatness

Author: Malcom Gladwell .
Book: "The Tipping Point"

Every now and then I get caught up in the technology of the times or sometimes the technology of the times catches me up          

For several hours, last night and early this AM, the technology caught up with me, slapped me around and said, "here on top of the other gazillion things you have to do, deal with the fact that when you type the letters in the words, they seem to move to a new line."

I hadn't been under the influence of any known social stimulants nor was I imbibing in alcoholic frivolity. I was as sober as a judge.  Well, maybe the Diet Pepsi got me a little wired, but...

It was hard enough explaining it to me, let alone to some dude in Mumbai who was trying his hardest to help me and I should say, eventually did, some three hours later.  It wasn't that we were speaking different languages or it was difficult to understand each other's dialects, it was just hard to understand what exactly, precisely and specifically each of us as individuals wanted at THAT moment!!

Kind of like what happens with some proprietors and their customers and/or prospects.

For many of us, we want what we want.

"No we don't want short season leagues and we don't want two game formats. And we don't want all these "gimmicks" (as I have heard them called) we have to do to get people into our center."

The customer says, "But I want all those things and more and I want it quick and I don't want to pay allot for it, AND I want it beautiful and modern and clean and I want your staff to treat me like a King or a Queen EVERY TIME I come there, no if ands or buts accepted."

I feel your pain, man.

But in the age of instant communications and people being able to remotely fix my computer at 2:30am from Mumbai India, well, it is far easier for your customer to get what he/she wants somewhere else than not get it at your center.

So if they want, what you may call, "gimmicks, think about this, please.

Its not a gimmick if it satisfies customers wants.
Its not a gimmick if it creates more value
Its not a gimmick if it creates new customers.
Its not a gimmick if it creates more frequent visits.

You know what this is called?

Its called "success." And success comes from being able to capitalize on opportunity.

You could look it up.

Does Your Greatest Strength Stop You?

When I was young, my Russian-Polish- Yiddish speaking Grandmother who escaped from the ovens during WWII used to talk about the war and what happened to her. She would scare the heck out of me with her stories, sometimes resulting in nightmares.

She would always finish her stories with one saying:  "Remember always, Fred, she would whisper, as you go through life, your greatest strength is your greatest weakness."

As the years went by,  these words took on new meanings.

What I realized she was saying was to be careful of being blinded by your weaknesses because you have your strengths. The same drives that could propel me to success were also weaknesses that could bring me down. In my younger days, my great belief in my abilities and strength of knowing what to do often times blinded me to accept other opinions, especially if they were different from mine.Thank goodness I figured that out early in my career!!

More than ever as I look at our business I realize how true her words were.

I visited a client recently who demonstrated this. This large center was very operationally and "numbers" oriented.  So much so that good marketing programs that THEY thought of were often killed because they couldn't make the program fit their operational model.  Thus,  their business went slowly south, but their operational controls were to be envied!!

Their greatest strength was their greatest weakness.

So today I am giving you a homework assignment.  You don't have to formally do it, of course; but maybe think about it as you drive, listen to music or are just sitting around.

What are your business' greatest strengths?  Are they also its greatest weaknesses?  And more importantly what will you do to make your strengths less of a weakness?

Let me know what you find out.  Thank you.

Stress Happens!

A British psychologist, Pamela Briggs, a member of the British Psychological Society has indicated that:
"Stress is often made worse by the anticipation of an unpleasant event and actually dissipated once you tackle the problem directly."

Which leads me to league bowling and the stress we have faced for over 34 years in watching ABC,WIBC and now USBC numbers continue to go down.

Where once (1977)  there were almost 10 million sanctioned league bowlers out of an adult population of 150 million adults (6.7% penetration), we now have just 1.95 million league bowlers (2011) out of 220 million adults (1% penetration) there is good reason to feel stressed and for the stress to get worse.

Yes, I know centers closed for real estate reasons and I know centers were merged into bigger chains and yes I also know that many centers lagged behind in modernization and didn't have a 'happy" product to sell. And many bowlers left because of these reasons.  Point being, they still left!


But nevertheless... 6.7% penetration to 1% penetration. YIKES!!

The real question is what are you going to do about it?

Quite obviously for the vast majority or proprietors what has been done in the past 34 years has not helped to stem the tide of the eroding league base.

Many new leagues and formats have been tried with various success rates. premium leagues, short season leagues, shorter season leagues, once a month leagues, every other week leagues and trio leagues to name just a few.

But here's what really happened.

1. Once we could sell an existing bowler on joining a new league.  He or she probably welcomed the idea of another night out, especially the "good bowlers", who bowled for money.  Back then league bowlers were in 1.7 leagues.  Today that number is 1.1 So because of the economy, more women in the work force, pressures of time and other competitive activities, existing bowlers left their second or third league.  Either they could not afford it, didn't have the time or developed other interests

2. Because we had fewer league bowlers coming into the center, we had fewer people to talk to about our programs, thus fewer new bowlers

3. Because open play bowlers were initially locked out of most weekend (early) nights, they gravitated toward weekends and late night weekday bowling which attracted  "a party crowd" who were not very interested in 36 week leagues with rules, obligations and commitments. so we had fewer bowlers to speak  to who had any interest in bowling in a long season.

4. We never really got out of the center. Oh, we made a few shots at it to sell; even hired a "promotional" person"  who tried to sell our "existing products" to a market that didn't want it.  When we eventually saw the light and started marketing shorter season leagues, we had some success...inside of the center and thus, we "didn't have to go outside." And we didn't.  At least not on any continuous and disciplined basis!

5. Other venues from golf to amusement parks to movies were busy marketing their stuff in many mediums. We pulled back, cut costs, became invisible and sent emails and Facebook messages to OUR EXISTING customers. The 250 million people who didn't bowl didn't even think about us. (70 million people went bowling at least once last year)

6.  We got rid of the house pro; you know the guy or gal that used to help people improve their game, give them tips and show them how to improve their game.  And then we slowed way down on our bowling instruction.  LTB was a great league bowler generator, but somehow after the NBC went out of business in the late 80's, that program was slowed to a trickle.  So if new bowlers were not going to learn how to get better, what's the fun in bowling and why would they return?  They didn't.  And 20%+ dropped out every year and we replaced 15% to 17%; thus a short fall of 3% to 5% annually

Left to its own devices, league bowling, of the sanctioned kind, will continue to atrophy.  But there  are ways to ameliorate this process and get it going in the right direction.

First, people need to try the product again. All these people that "ustabowl" haven't been in your place for years and they have no idea what's going on.  You need to incentivize people to come into the center over the summer, preferably in August, to try bowling for free and then offer them short season programs like 4 to 8 week sessions..  And let them bowl in small groups, They are NOT interested in big leagues. 16 to 24 people would be fine.

Second, you need to communicate your free party August program not just in emails and Facebook, but explore other mediums as well. Yeah its costly, but so is going out of business.

Third, you need to go door to door to retailers, banks, corner markets, manufacturers, clubs, restaurants and bars... from one end of your market to the other and invite them in to these parties as well.

Fourth, sell what people want. Find out how many weeks they want to bowl or how frequently.  The sooner you stop selling what you and your staff want and start selling what THEY want, the more success you will have.

Hope I haven't been to hard on you today...but its time for massive action and no one will do it for us. Not another industry integer, not a great sponsor and not even our rich uncle...if we had one.

So go out there and sell, sell, sell..

Better

Since we were able to understand what words meant, we have been told by parents, teachers, relatives and friends that "we can  do better," that "we can always do more."

All the way from grade school thru high school we heard the mantra: "always do your best."

We were taught that "more is better."

If we did better, we would "get more of IT".

And then Paul Simon wrote a song about "Kodachrome" and in it he said, "When I think back on all the crap I learned in high school, its a wonder I can think at all."

We were confused and began to question what we learned.

So was "more" really "better?"

Even the Beatles told us that "IT's getting better all the time" and in the background the voices said "Can't get no worse."

So we went out there to get "more" of "IT."

Which of course would "make IT better all the time."

Whatever the hell IT was.

And then Mies van der Rohe, the German American architect wowed us with his architectural design  and proclaimed that "Less is more."

Again we were confused. More? Less? Better? It?

What did all this mean?

Now I think that maybe better is just better.

Are we all doing better work now?

How do we know?

Because we made more money.

Really?

Bowling on Fox and Friends

Our Kids Bowl Free Team was on Fox and Friends news this morning as well as on line after the show.

One of our people, Darin Spindler fielded questions from Gretchen, Steve and Brian and then engaged them in a little tournament.  It was fun for all of us and we hope it was especially fun for the 4 million + households across the country that viewed it.

Here is the link and I hope you enjoy it.

http://www.foxnews.com/on-air/fox-friends/index.html#/v/1676049198001/after-the-show-show-bowling/?playlist_id=163195

While this opportunity didn't come easy, it no doubt resulted from all of the exposure we have been receiving from other mediums such as local TV, Radio, In flight magazines, Digital media initiatives, Direct mail and a host of other outlets.

Special thanks to Albert Blough and his amazing crew from Berks Lanes in PA for installing two perfect lanes in the middle of Manhattan in less than 4 hours.  Whew!.

Send this link to your customers, friends and family members... and lets get this to go "viral."