What I Learned from A Black Friday Weekend

If you or anyone you know has been brave enough to do some shopping this past ‘Black Friday Weekend”, then you might be able to provide some feedback on the level of customer service you received. 

Was it good? Was it more than you expected?  Or was it a bunch of untrained, temporary people who said “I don’t know” allot and then walked off to find someone to help you and you’re still waiting for them to return, right?

I sure hope that didn't happen at your center; that your staff was geared up and ready to service the heck out of your once or twice a year customer. 

But then again if you didn't, I hope you uttered what is probably the hardest sentence for any organization to say to its customers, “You’re right, we were wrong.” 

Ouch. It should hurt us to say that, but that one sentence doesn't say that you’re ALWAYS a bad company or that you broke the law or that you did something unethical.

It just says that in that ONE particular instance, you guys got it wrong. Or stated another way, it says that you made a promise and didn't deliver on that promise.

Owning that and saying it out loud does a couple of things.

First, it respects the customer and secondly, it allows you to make more promises down the road.

Second, by YOU saying it in front of your employees, to a customer, you remind your employees that it’s OK to admit that they are wrong, but more importantly you tell them that they can make more promises in the future…and NEED to live up to them better than they did today.  

And that’s a lesson you will be able to take to the bank.

A subscriber Speaks Out

In response to my thanksgiving planning blog, Lew Sims from Ohio sent me this response and I thought you would want to read it.

I sit here with a waiting list for lanes on Thanksgiving at 10 p.m., the bar is starting to fill up and believe it or not we have sold so much food my kitchen staff is complaining a little, but still my staff is as happy as I am when we are busy.

We do Thirsty Thursdays every week and use Thanksgiving every year to give it a big boost. You are right about shopping in the evening but using what we "normally" do keeps us an attractive option to joining the heard.

In order to fuel the fire for the holiday and for the weekend business to follow we sent out several emails and Facebook posts starting early in the month and, this past Monday, a small mailing to people we felt might enjoy the fun.

Of course outdoor signage, monitor ad's and the ever popular flyers have been in place for weeks. We also ran a Thanksgiving Eve Marathon starting at 11:45 p.m. Wednesday night that creates buzz around the center.

The extra cars in the parking lot didn't hurt sales in the bar last night either with us doing over $2400 in bar sales (most after 10 p.m.).

Not everything you plan turns out to be a winner but without a plan you are not even in the game.  
                                                                                                                                           Fred, Thank you for the blog it was spot on. 

Are You Planned Out?

This is a busy time of the year for all of us. I know i have been busy in my special client land helping them to plan their marketing programs.  And the holiday season has slowly come up on us. Hey,  Its here!  Cold weather, snow, holiday TV commercials and all the goodies that the season has to offer...including more customers.

And that's a good thing.

But we need to guard against working so hard in the business that we postpone working on the business.

So here's a few suggestions that you might want to consider getting "planned out" before long.

1. I will assume that whatever Thanksgiving promotions you have going, that you have already communicated it and your customers know about it. and this year with many stores starting 'Black Friday" on Thursday night at 6pm, you're late night Thanksgiving night may be a little softer. why not send out an email saying that "Thanksgiving is for families and after the Turkey and Football, why not come out To Happy Lanes for family fun and happy memories."

2. Christmas week is not the slam dunk it used to be. With gas prices down, lots of people going to Grandma's house or spending their discretionary income on presents and gift giving could just cut into Christmas week bowling.  Make sure you have some great offers for families and for the kids who are out of school (especially high school and college students).

3. New Year's Eve parties are usually a big hit at most centers and we sometimes take them for granted saying, "oh we will sell those out."  Start selling early. Start going back to last years party goers and get those reservations and deposits in as early as possible. and keep selling in center. Put those fliers out on the settees every night, weekends, birthday parties, company parties, etc.

4,January and February have become prime time short season league starting points.  Check your lane availability and wherever you have 6pm openings, start to develop programs for 8 to 10 weeks. Go back to have a ball programs, "Free 8 week bowling" with an option to get a plastic or inexpensive urethane ball, then roll them into a 10 week for $10 program. consider adult child programs for Saturdays or Sundays at about 3pm or 4pm.  Don't forget to check with the Kids Bowl Free folks for new "done for you" league marketing programs. They have been tested and tweaked and are proven winners,

5.  Martin Luther King holiday will also creep up on you. This three day weekend gives you the opportunity to contact church youth groups, boy scouts, girl scouts, school clubs and groups and invite them into Happy Lanes for a 'lock in"  You can charge $20 to $25 a head and give $5 or $10 back to the organization

So get up early, plan it out, practice it and then execute like the professional you are.

Time for Giving Excessivly

Years ago there was a popular bumper sticker that read, "He who dies with the most toys wins."

Of course, that is not so.

What the bumper sticker should have read is, "He who dies after adding the most value wins."

With the holiday season fast approaching its kick off date, you will no doubt be besieged by various charitable offers. Instead of sitting back and reacting to these requests, why not make a plan to be involved in X# of charities and special events. 

Choose those you feel passionate about or choose one that your community is passionate about.  Just choose one.  

Here's why it is so important.

By getting involved, your customer base will realize more than ever, how involved you are in the community and IF and WHEN they think about bowling, your center’s name would register very positively in their memory bank

Not only is getting involved in a community charitable event good for your business, it will probably be good for you, personally

So here is the (marketing) mantra for the holiday season:

“Be awesome. Take action. Attract others. Remember, other people want to be associated with positive people...people who are doing good things and allowing them to be a part of something bigger than themselves.”

And that's how you separate yourself from the competition...and do good things too!

Are You Making Enough Noise?

A baby makes noise to get his parents' attention.

A teenager makes noise by getting angry, perhaps acting out and slamming doors.

Your boss makes noise by standing over your desk and telling you in no uncertain terms that your work is flagging and there are younger people just waiting to take your place.

A politician makes noise by appearing at every public function he can as well as appearing on numerous TV shows.

But what noise does your bowling center make? Is the click of your computer putting out another "selly -sell" Facebook post or email loud enough for people to hear?

What about the noise you didn't make on Halloween by organizing a parade in your home town.

Or the fund raising and volunteer event you are trying to organize this Holiday season for homeless people?

Or maybe its the Thanksgiving promotion that will offer a "price special" (yippee) that will land like a thud without making any noise?

There are a lot of ways to make noise; you just have to be creative and think about it.

But if its not on your radar, you're going to miss the opportunity to get your name in lights and your center onto people's "choice lists."

And there are allot more entertainment choices (and competition) than ever before.

So c'mon, speak up.

Your potential customers may have forgotten you are there.

The 7 Steps to Profiting from Company Holiday Parties

Raise your hand if you're one of those last minute Louie types that JUST sent a mailer to companies in your area for Holiday parties.  Raise your hand if the telephone or email has not started to ring.  Raise your hand if you didn't do anything.  .Ok, we understand…but help is on the way.

For all of you whose hands are still up, slap yourself once or twice and read these tips to gain business.

·        First of all, realize that December and part of January could add $25,000 to your cash registers if you did four (4) $1,000 parties every week over six and a half weeks.

·        Second, you can get to these parties if you have several tools such as: party menu, great cover letter and valid name and addresses of companies in the area.  Lacking these tools, you will need to invent the first two and buy the latter from your chamber of commerce or other mailing service. I have used Infousa.com with some success; others have been displeases.  It’s all in the way you approach it and follow up.

·        Third, once you send the information out, start calling back and INVITE THE RECIPIENT TO VISIT YOUR CENTER AND TAKE A TOUR.

·        Fourth, every day you should be posting on your Facebook page a little different story or poem or video or photos relating to the holiday season and NOT necessarily about your offer. You can mention that in the back end of the post. There are some great funny and informative videos on Youtube and great photos on Flickr (free) that you can use in your postings

·        Fifth, use your emails; one every 6 to 7 days to tell people about your little stories, your offer and any other “interesting stuff” about the holidays. Some topics you can consider are: The real story of Christmas; Who was St. Nicholas? My very special Christmas; Your center’s efforts to feed the homeless this Christmas; Your center’s Toys for Tots program.  Be creative and inform and entertain

·        Sixth, don’t forget your league bowler.  Give them coupons for Holiday parties they can give to their HR people for your center. Ask them who their HR person is and if you can call them and use them as a referral. 90% will say yes

o   You: “Hi This is Fred from Happy Lanes, may I speak to Ms. Manners

o   Them: Yes, and what is this in reference to?

o   You: Yes, Larry Morgan your first shift supervisor suggested that I call MS Manners

o   Them: OK, please hold for Ms. Manners

o   Now there is a chance that the gate keeper will push you to find out what it is about.  In that instance, just say “It is about a special event that Mr. Morgan wanted me to discuss personally with Ms. Manners. May I speak with her, please

o   That should do it

·        Seventh, as the days trickle down target companies having less than 50 employees. They are usually last minute Louies…kind of like some of you J

Worry and Wonder

“What’s happening to the industry, Fred? What will it be like, now that Brunswick is out of the retail part of the business, Fred? “When will we see the bottom of league attrition, Fred?” “When will my cosmic get good again? I used to have 175 people here every Friday and Saturday night. Now I have 47…both nights, Fred. 

As I traveled around the country this fall meeting and consulting with many new clients, these questions and worries became more apparent.  In fact, they became pervasive

So I tried to calm their worries and suggested that they start to wade into the marketing pool. Not jump in with both feet, off of the 20 ft. diving board, but just begin to do a little wading and start giving the customer what he wants.

Take a cosmic example. I know you have probably cut back on what you offer, cut back on some payroll, maybe even cut back or postponed some capital improvements to replace some burned out lights or upgrade some old ones and even tried to charge a little bit more.

But the consumer is no longer stupid. He wants what he wants. And he wants more value otherwise he will go to one of the many other entertainment options that offer a better value and more fun.  

So go back to what brought you to the dance. Get that great MC or DJ. Give away prizes for red head pins trikes, trivia contests dance contests. Give away ITunes gift cards, funny noses, rubber chickens, t shirts, free game passes, $25 gift cards, food vouchers and funny hats.  Maybe even hire a band. Or host an “open mike” night. Or host an acapella group singing Christmas songs for the holidays from a local college. 

If you’re still charging $12 or $15 for cosmic bowling, offering burned out lights, funky sound system and unfriendly “age challenged” person at the desk, is it any wonder these younger people aren't coming back?

‘Cause here’s the deal. The consumer, especially the 18 to 25 yr. old consumer wants to have “More Fun. More Choices. And More Value. ALL THE TIME.”   

    

So it’s time to wade into the marketing pool. Time to get off the beach and give the new marketing a try.

Here’s one clue.

Emailing and sending out Facebook posts are NOT the panacea you may think it is. Only 1 out of 10 or 12 people even open up your email. And Facebook is a scrolling billboard. Not all your Facebook friends see everything you post all the time.

You need more communication. TV is still the most popular. Why do you think so many network and cable TV shows sell out? Because nobody is watching? Radio sells out in morning drive and pm drive in many markets. Because nobody is listening?

I tell them to stop looking for JUST ONE thing to be their magic elixir, but to understand that it takes many, many pills to get better…and some of those pills aren't always free.

Time to maybe get some help, if you’re stuck.  Maybe a course in digital marketing. Or read some articles. Or go to more seminars.

Time to find out how to develop an integrated marketing campaign that includes old media, new media, digital media and social media. Time to offer a better product at a value centered price.

And then you can do it again, but louder. And larger.

It's easy to be afraid of taking a plunge, because plunging can be dangerous.

And worrying, well, that just keeps you on the beach doing nothing at all. It may be safe, but it isn't going to change anything.

Wading, on the other hand, gets you off the beach. It gives you a chance to begin.

Up. Off the beach. Stick your toes in. Ready, set, go!!