What? You Don't Know How To Do That?

I am sitting in airport lounge waiting for my connection and reading USA Today on the internet. As I lift my eyes from my computer, I gaze at my fellow travelers and notice, not unexpectedly, that all of them, including me, are plugged into their computers or tablets or smart phones.  

In this information crazed society, I watch one older well dressed gentleman, as he walks over to get some coffee, open his Motorola flip phone and begins to talk into it. I also watch people look at him as if he just crawled out from under a rock.  

If you haven't seen how fast technology is moving check out the recent battles between the Apple IPhone 5 and the Samsung Galaxy III.  It is almost hard to believe what these phones can do.  It’s Big Brother in the palm of your hand…whenever you want it.  And the people who have opted for one brand or the other have done so for their own very unique and special reasons.

It is amazing, to me, how we now seem to judge people by the technology they have? We expect our clients, peers and colleagues to have an up to the minute laptop or tablet; perhaps both. We expect them to have a smartphone where they can check email, text messages and retrieve files from anywhere on the planet.  

We expect them to know the weather, their calendar of meetings, how to create a 3 way phone call, how to even accept credit cards, how to access their favorite places to eat and drink, to be able to get sports scores and to have their airline boarding passes on their phone. and to do this seamlessly and instantly. Anything less plants a “negative” about them into our very judgmental psyche,

We also expect them to have Email, Twitter, Facebook and Linkedin accounts; perhaps even a Pinterest account and a YouTube account so we can access them and they can access us in a multitude of ways.

And when they are unable to perform any electronic or digital task, our frustration meter skyrockets. “What you don't have or use this tool,” we say. “What are you, a  Neanderthal? C'mon man, get with the program; you're getting left behind,” we mutter under our breath...sometimes a little too loudly

But what is weird to me when I send emails to people in the industry I get x% to respond. When I send faxes, I get X% PLUS. 

This is equally true in other industries. I work with hardware stores, beverage outlets, and even restaurants who haven't quite caught up either and the percentage increases in responding to certain "old school" communication is almost identical

But what does that say about some of the people who are running these businesses? Are they so behind the "times?” Does their business and staff and service communicate that too? Does their marketing communicate that as well?

The answer, at least in my experience, is a resounding YES!

For those of you who are more familiar with faxes and landlines then emails, google and smart phones, stop what you are doing NOW and go find someone or some educational institution who can get you up and into the 21^st century as quickly as possible.  You may never know all the technical stuff and thats OK, but you must be able to ask intelligent questions about what particular aspects of this new media will do for you business.

It may be funny, but you are losing business by not knowing how to use these tools more effectively, especially if your competition is getting more and more knowledgeable about this every day.

More importantly, you're missing a lot of information for making better decisions.

Because today Marketing  IS Internet Marketing!!

What Are You Doing Now?

1.     Catching your breath?

2.    Thinking about thanksgiving promotions

3.    Working on company holiday parties?

4.    Thinking about fundraisers?   

5.    Paying back summer loans?

6.    Getting your staff in shape?

All good activities, but not farsighted enough.

Need to start looking at the most important flooring season of the year (January and February) and the most influential.

The January time period is kind of a lull between baseball and football. Basketball is running and probably Hockey will be up, but for the most part, we have less competition than in any other time periods and more advantages.

1.     For most of the country, fewer people are taking advantage of outdoor activities.

2.    People are tired of being home so much; they NEED to get out.

3.    More rain and snow force people indoors to find fun.

4.    After the holidays, a kind of post holiday blues set in and we can be the activity that breaks through the customers’ “blues.”

5.    Kids don't have many options. No football, no soccer and maybe a little basketball. Maybe some indoor soccer, but still more kids with less options.

With this being said, NOW is the time to start developing your January league programs.

Here is a 10 point checklist for summer planning

1.     What are your goals for

a.    League lineage

2.    What day parts are available?

3.    What targets are available?

4.    What programs will match the day parts to the targets?

5.    What programs will be a set up for summer leagues?

6.    What programs will be two games or three games?

7.    What programs will be every week or every other week?

8.    How many new leagues do you feel comfortable trying to floor?

9.    When will you schedule your 1^st staff meeting to discuss your plan?

10.  Lists of people to call back

a.    Last two years summer league bowlers

b.    Summer league dropouts

c.    Businesses you have had parties with in the past year

d.    Winter league dropouts

 Ok, break time is over.

Another Great Idea

The Bronx Bombers, the NY Yankees bit the dust tonight and lost four straight games to the Detroit Tigers in the American league Championship Series. Did they lose because they missed some opportunities to score or were they just unable to execute?  If you say it is a little of both, that doesn't really answer the question. 

What would you say about your business?  Did you miss the opportunities or did you not execute in a timely fashion?

Oh sure the idea was there. Probably, dozens of them. Probably, good ones too.  But did you guys execute flawlessly?

Great ideas followed by flawless execution with everyone on your team understanding his roles and everyone understanding what is expected from him without you changing the rules all the time is mandatory. So is discipline. And neatness counts.

‘Cause that’s what it takes today.  You’re not going to compete with “A+ businesses” in your entertainment niche with “C” and “D” execution.

So here’s a great idea for Friday nights and Saturday nights. 
It won't be easy. It won't be an instant hit and it will cost you money.  Still want to read this?

Your rock n bowl, cosmic bowl, galaxy bowling – whatever you call it has been dying for 3 to 5 years. I don’t care how many new whiz bang gadgets you put in, the same people who first saw it when they were 13 and 14 years old are now 21 years old or older. It is boring, boring, boring. Trust me, I have interviewed kids that "USTABEE GLOW BOWLERS" and they are just tired of it...and a little jaded. No change that, allot jaded!

Evolve one of these nights into a “Club Night.”  Go get some bands, popular ones. Set up a stage – hey I hear great things about Murray’s Profit Platform – over the lanes and do your best to transform ONE of these nights into a “Club Experience.”  A dynamite club experience. A club experience that really rocks.  An experience YOU created that was the best thing, so to speak,  you ever did. At least in the last couple of years.

Here’s the deal. 

Charge $20 at 9 pm or whenever you start it. The $20 entitles them to stand around or sit in chairs or bowl.  They can watch YOUR concert or Bowl. It cost the same $20 bucks. And don’t worry about charging extra for the shoes. It’s just $20 bucks.  Make it up by having wait staff service - cool wait staff service dressed all in black - along with great food and drink.

Can you get your staff to buy into it and make it cool? Can the young people on your staff design what the music should be and who it would attract? Can you create a "brand" that competes with APPLE for coolness? Can you find great bands that you will pay$5 out of the $20? Can you make a commitment to do a full scale digital campaign and maybe use some traditional media as well?

Or is it just another great idea?

A Marketing Lesson From Winnie the Pooh

For the last 35 years, league bowling has been eroding. Probably at a 3% to 5%rate annually. From 10 million sanctioned league bowlers to about 2 million today. From a 5% penetration rate (against adults 18+) to less than 1% today

In other words, less than 1 in 100 adults in this country bowl in a league.

This downward cycle has been met with various industry initiatives; none of which reversed the cycle.  It was hoped that the quick fix magic pill of “promotion” would make our cash registers ring like it once did a long, long time ago

But quick fixes or neither quick nor do they ultimately fix the problem.

Instead, individually and collectively we need to create a better plan. A plan that:

:

1.    Truly recognizes this long cycle. 

2.    Strongly considers “what will it cost me to replace it with a different  one?"

3.    Asks “Is there anyone who can help me? Is there any organization that can help?”

4.    Probes, “What do I need to learn to get to an “up cycle?”

5.    And finally hits a hard question, “How do I change my habits and instincts?” (which clearly haven't been doing so well in confronting this problem.)

One of the first things you can do is to get out of the center and go speak to some people.

Younger people. People 15 to 25 years old. People 26 to 35 years old. Married people.  Single people.  Find out what’s important to them and you’ll find out what they want and expect from your bowling center.

 What you think you know about why people bowl may be diametrically opposed to the reality you find or it might align quite nicely.

Ask them about bowling; how often they go bowling? Why they go bowling and why they don’t go bowling?  Find out if they ever bowled in a league and would they do it again if it was a shorter season, less expensive, 2 games instead of 3, etc?

Listen to what Winnie the Pooh has to say about your business: "You cannot stay in your corner of the Forest waiting for others to come to you. You have to go to them sometimes." -

Makes sense to me.

You Only Have 8 Seconds, Dude

You’ve got 8 seconds to get me before I bail. That’s right 8 seconds.

Eight seconds to make sure your headline ropes me in and gets me to read the copy.

And to do it right, you need a headline between 8 and 14 words.  The fact is there’s a lot riding on writing the perfect headline to grab attention, generate some interest and get the reader to stick around for a while.

So what do you do?

Well first, you do NOT put your center’s name in the headline. Nor do you say something like “Mixed league Now Forming”

Instead please pay attention to “Fredquarters Headline Rules 101.”

Rule #1 - A reason why headline. Here Are 3 Reasons Why You Could Have More Fun On Saturday Night Than Ever Before. This type of headline is best when followed  bulleted copy so readers can skim it quickly.

Rule #2 - The direct approach headline. Offers a benefit such as:  “Free Bowling for Families Friday Night.  This kind of approach just comes out and says it in your face!

Rule #3 - The indirect approach headline. More subtle and hopefully sparking curiosity a headline that targets company parties may look like this:  Where Will You Have Your Next Affair? 

Rule #4 - The question headline.  “Are You Tired of the Same Old Bored room?” is a question that your copy has to answer in the next two sentences. Short sentences that would relay the fact that your parties are “exciting, never boring and always fun”. The benefit of cost comes after all this because the copy has to relate to the headline.

Rule #5 - The testimonial headline. “Buying the Kids Bowl Free Family Pass Was the Best Decision I Ever Made.” This headline approach establishes credibility of your product by having a third party endorse it as valid.

Rule #6 – The how to headline.  This is a favorite of Internet marketers and one that offers a benefit or two.  “Here’s How to Have Real Family Fun and Save Big Too.”

Any of these six approaches will work. Test different headlines. Not just on your fliers or direct mail, but on your emails and other social media campaigns. 

Use the first 8 seconds wisely…or go home.

8 Value Points To make Your Business Better

A gray rainy Sunday morning in the country found me in my den, tuned into a 2010 movie called “Company Men.”  Ben Affleck, the star of the show, finds himself the victim, at age 37 of a downsizing at his ship building company. His boss, played by Tommy Lee Jones also gets fired, but that happens almost at the end of the movie.

As this trauma was unfolding, both men discover the importance of people, company values and what they want to happen in the next phase of their life which is to build something that they can “taste and touch and feel, not just numbers on a balance sheet. More importantly, they both now understand the importance of human capital to any enterprise, either on the shop floor in the accounting department.

The movie ends with Affleck and Jones opening an office in an old ship building factory and employing many of the people who got downsized from their old company.  In the end, every viewer was, no doubt, rooting for them to “make it.”

This led me to thinking about company values. Yes I worked at Fortune 500 companies and heard all about company mission statements, corporate values and how “people were the most important asset.”  Yet when the companies had trouble navigating some stormy economic waters, I realized that, well; these so called corporate values just couldn't stand up to the dollars…and people were downsized, laid off, fired, outsourced and terminated.  However you say it, it always sucks.

It wasn't that I was naive, it was just that I was hoping against hope that just once, the jobs would be saved, and the company would be smarter about researching, designing, marketing and delivering their products and ultimately be profitable.

So here are my company values. 

It’s what I believe in and what I have tried to live by for the past 17 years of being in business for myself.  Have I been 100% successful in keeping all these values?  Probably not, but I always carried the values with me.

I’ll show you mine if you show me yours.

1.     If you don’t make a profit, you can’t do any of the rest. Make the numbers.

2.    It’s not ALL for you. Give some of it back to your employees, your community and to those less blessed than you.

3.    Respect your employees and vendors.

4.    Treat your customers with dignity.  Treat them like you would treat your grandmother.

5.    Apologize when you are wrong.  It’s OK. No one will think less of you.

6.    Always keep improving your people, products and processes.

7.    Think big.

8.    Always do the right thing…karma is a bitch!

Judgement Day Is Every Day

You can either be judged or you can be ignored.

Every day I judge your center and your programs And the more information I receive from the digital genie, (on command of course) the more critical I can be. Some might say I am becoming a more discerning shopper; more intelligent. Sophisticated, even.

But what is really happening is I am making judgments about you, your competition and everything I think I may want to rent, buy or lease almost every minute of the day. Snap judgments.

                                                                                                                                           Bad judgments. Misjudgments.  But judgments nevertheless.

The other side of being judged isn't so good either. The other side is not being noticed and being ignored.

Be judged or be ignored.

The choice is yours