35% of all people go to dinner on Valentines Day. What a home run for the restaurant industry, the flower industry and the chocolate industry. Oh did I forget the greeting card industry!
Now if we can just go about finding a holiday for the bowling industry. I nominate the NFL Super Bowl as the bowling industry's holiday. We could celebrate it by placing a commercial inside the game itself. And it would be worth it. Some 108 million people saw the Super Bowl this year. At a cost of $3 million per spot, that's just $3 per thousand set of eyeballs. Cheap by today's standards!
After all, we would only need one "fantasmagoric" 30 second spot and we would have a PR buzz for a week before and after that. Maybe a month.
People would talk about it. Advertising agencies and media people would look at us and discuss our strategy at their cocktail parties.
Tennis and golf people would be apoplectic. How could bowling do that?
Easy. We thought about it first.
Sunday, February 14, 2010
Thursday, February 11, 2010
Recessions and Tuxedos
Yesterday, I gave a seminar to some 40 or 50 bowling proprietors in Seattle WA. on "Marketing In and After a Recession." While there are many similarities in the strategies that should be utilized in both of these scenarios, two specific strategies are noteworthy.
The first strategy is to go after your existing customers. Sure, its more fun to go get new customers, but in times of economic strife, customers will gravitate towards and buy from people they trust. And if your customers trust you to provide a consistently good entertainment experience, then they are more likely to frequent your bowling center then to go experiment at some other center in town.
The second strategy is to make a concerted effort to find those existing customers that fall into the "high potential for purchase" segment. What does this really mean? It means that these high potential customers are people with more discretionary income, people who have been far less affected by the recession than the rest of us and people who will not be as concerned about spending their discretionary income on "a good time" or a "good cause"
Now if your data base lets you sort these kinds of people (zip codes will help to define those areas where these high net worth people live),then you have an opportunity to attract them with a great offer. If your data base does not allow you to do this, then work with those companies and executives that have had company parties in your center. if that fails, go to the charity and ask them to help you to communicate with their bigger donors.
Then, send these folks an engraved invitation offering them the opportunity to bowl for a noteworthy, high profile charity. Choose one that has some local community appeal, a noted local spokesman and one that is willing to work with you. These folks may not come bowling very frequently, but they will come if it is for a good cause and it is where "they can see and be seen."
Then when the event happens, be remarkable. Get your people dressed in tuxedos, serve upscale food, and let them know that while bowling spans all age groups, demographics and social strata, this night is especially for them!
OK, so bag the tuxedos if you don't like it.
Just remember to create a memorable experience...an experience where you can demonstrate trust, concern, community involvement and a high degree of professionalism.
And you can do that by doing the unexpected.
Here are 9 ways to do that:
1. Valet park their cars.
2. Have special bowling shirts made with the charity's name on it.
3. Offer lane service and serve your food on silver trays.
Use great glass ware. You can rent this stuff. Really
4. Hire a bathroom attendant.
5. Train a personal escort to take them down to the lanes
to assist them in getting their shoes and house balls
and enter their names in the scorers.
6. Provide them with free socks for their rental shoes.
7. Hire some entertainment; a DJ, Karaoke, Magician, etc.
8. Get a quality hand held microphone.
9. Be the MC or find someone who knows HOW to be an MC.
I still like the tuxedos.
The first strategy is to go after your existing customers. Sure, its more fun to go get new customers, but in times of economic strife, customers will gravitate towards and buy from people they trust. And if your customers trust you to provide a consistently good entertainment experience, then they are more likely to frequent your bowling center then to go experiment at some other center in town.
The second strategy is to make a concerted effort to find those existing customers that fall into the "high potential for purchase" segment. What does this really mean? It means that these high potential customers are people with more discretionary income, people who have been far less affected by the recession than the rest of us and people who will not be as concerned about spending their discretionary income on "a good time" or a "good cause"
Now if your data base lets you sort these kinds of people (zip codes will help to define those areas where these high net worth people live),then you have an opportunity to attract them with a great offer. If your data base does not allow you to do this, then work with those companies and executives that have had company parties in your center. if that fails, go to the charity and ask them to help you to communicate with their bigger donors.
Then, send these folks an engraved invitation offering them the opportunity to bowl for a noteworthy, high profile charity. Choose one that has some local community appeal, a noted local spokesman and one that is willing to work with you. These folks may not come bowling very frequently, but they will come if it is for a good cause and it is where "they can see and be seen."
Then when the event happens, be remarkable. Get your people dressed in tuxedos, serve upscale food, and let them know that while bowling spans all age groups, demographics and social strata, this night is especially for them!
OK, so bag the tuxedos if you don't like it.
Just remember to create a memorable experience...an experience where you can demonstrate trust, concern, community involvement and a high degree of professionalism.
And you can do that by doing the unexpected.
Here are 9 ways to do that:
1. Valet park their cars.
2. Have special bowling shirts made with the charity's name on it.
3. Offer lane service and serve your food on silver trays.
Use great glass ware. You can rent this stuff. Really
4. Hire a bathroom attendant.
5. Train a personal escort to take them down to the lanes
to assist them in getting their shoes and house balls
and enter their names in the scorers.
6. Provide them with free socks for their rental shoes.
7. Hire some entertainment; a DJ, Karaoke, Magician, etc.
8. Get a quality hand held microphone.
9. Be the MC or find someone who knows HOW to be an MC.
I still like the tuxedos.
Thursday, February 4, 2010
Valentines Day
There is no end to marketing creativity. No end to glamorizing the ordinary. No end to what will motivate people to buy your product. But is there an end to good taste?
A Toronto Restaurateur is taking Valentines Day to a new level by encouraging patrons to get "frisky" in their bathrooms. Is this the end (or just the beginning) of "the new" creativity?
This article from the Huffington Post says it all.
Visitors to Mildred's Temple Kitchen, a restaurant in Toronto, Canada, are invited to spice up their love life this Valentine's Day with a trip to the bathroom.
"Have you given any thought to moving beyond the bedroom?" patrons were asked in a not-too-subtle promotional e-mail.
The individual bathrooms will be open for sexual escapades from the 12th-15th of February. According to the manager, Rory Gallagher, a french maid will be working the toilets, making sure everything is "going smoothly and kept clean."
"We've always had little trysts in our bathrooms," co-owner Donna Dooher told The Toronto Star. "We're taking it to the next level on Valentine's weekend." She added that customers are expected to bring their own condoms.
Perhaps surprisingly, Toronto's Public Health food safety program manager said the restaurant wasn't breaking any laws as long as there's no intercourse in the kitchen and the bathrooms are kept clean.
"As far as bodily fluids, it's pretty much similar to the other human functions going on in there," said Chan, slightly undercutting the erotic value of the venture.
While I am all for product differentiation as a marketing strategy; somehow, for me, this spills over the line.
What do you think of this strategy?
A Toronto Restaurateur is taking Valentines Day to a new level by encouraging patrons to get "frisky" in their bathrooms. Is this the end (or just the beginning) of "the new" creativity?
This article from the Huffington Post says it all.
Visitors to Mildred's Temple Kitchen, a restaurant in Toronto, Canada, are invited to spice up their love life this Valentine's Day with a trip to the bathroom.
"Have you given any thought to moving beyond the bedroom?" patrons were asked in a not-too-subtle promotional e-mail.
The individual bathrooms will be open for sexual escapades from the 12th-15th of February. According to the manager, Rory Gallagher, a french maid will be working the toilets, making sure everything is "going smoothly and kept clean."
"We've always had little trysts in our bathrooms," co-owner Donna Dooher told The Toronto Star. "We're taking it to the next level on Valentine's weekend." She added that customers are expected to bring their own condoms.
Perhaps surprisingly, Toronto's Public Health food safety program manager said the restaurant wasn't breaking any laws as long as there's no intercourse in the kitchen and the bathrooms are kept clean.
"As far as bodily fluids, it's pretty much similar to the other human functions going on in there," said Chan, slightly undercutting the erotic value of the venture.
While I am all for product differentiation as a marketing strategy; somehow, for me, this spills over the line.
What do you think of this strategy?
Wednesday, February 3, 2010
Ordinary to Glamorous
I had an opportunity, today, to speak before a group of New Jersey bowling proprietors; a savvy group of proprietors that are withstanding the economic woes of the Northeast corridor. With NYC unemployment approaching 11% and parts of New Jersey facing similar woes, these proprietors are finding ways, as a group, to meet these challenges head on.
In fact their Associations won the BPAA award for Best Promotions by a local proprietor group. One promotion was for a company party program that the Associations rallied behind in early October to generate leads for Holiday parties. The other promotion was a summer program that drove traffic into the centers in non peak times.
In both instances the key to success was the ability to take the ordinary and make it glamorous I spoke about this today at the seminar.
If you look at some of the successes in our industry, over the years, think about the ordinary items that have been glamorized. here are just a few:
1. Moonlight bowl became cosmic bowl
2. Bowling balls became Vis A Balls
3. Rent a lane became hours of fun bowling
4. Pizza and bowling became Pizza Pins N Pop (Pepsi or Coke)
5. Company parties became team building events
6. Bowling alleys became Lucky Strikes, Dave and Busters, BowlMors and a host of
other upscale venues
7. Settee areas became soft luxurious sofas
8. Bars became themed venues
9. Birthday parties became themed parties and party rooms
10. Silence in bowling centers became super sound systems with choices of music.(see
Bowlingmusic.com )
11. Carpeted sidewalls became graphic panels
12 Masking units became movie screens
13. Snack bars became food delights
14. Mass marketing became niche marketing
15. Knowing our customers became data base marketing and mining
16. Video games became redemption centers
Like the Jersey proprietors, many of us have taken the ordinary and made it glamorous. The corporate party program they did in October became a little more glamorous because of the communication that was professionally done and delivered to the recipient; how it was followed up and what party offerings were constructed. Some proprietors even offered magicians, karaoke, face painters, limo rides; all options available for potential company parties.
As always, the question is what can you do NOW, in your center to make an ordinary promotion glamorous; to give it a perspective from which your customers can only say "Wow?"
Because at the end of the day, to be truly successful at marketing, you have to know how to get positive results under negative circumstances (i,e, a hold n save economy vs. a get n spend economy. Which one do you think we are in now?
Exactly my point.
p.s. Stacy Karten and Fred Kaplowitz are the E.D.'s for the two New Jersey Proprietor Associations.
In fact their Associations won the BPAA award for Best Promotions by a local proprietor group. One promotion was for a company party program that the Associations rallied behind in early October to generate leads for Holiday parties. The other promotion was a summer program that drove traffic into the centers in non peak times.
In both instances the key to success was the ability to take the ordinary and make it glamorous I spoke about this today at the seminar.
If you look at some of the successes in our industry, over the years, think about the ordinary items that have been glamorized. here are just a few:
1. Moonlight bowl became cosmic bowl
2. Bowling balls became Vis A Balls
3. Rent a lane became hours of fun bowling
4. Pizza and bowling became Pizza Pins N Pop (Pepsi or Coke)
5. Company parties became team building events
6. Bowling alleys became Lucky Strikes, Dave and Busters, BowlMors and a host of
other upscale venues
7. Settee areas became soft luxurious sofas
8. Bars became themed venues
9. Birthday parties became themed parties and party rooms
10. Silence in bowling centers became super sound systems with choices of music.(see
Bowlingmusic.com )
11. Carpeted sidewalls became graphic panels
12 Masking units became movie screens
13. Snack bars became food delights
14. Mass marketing became niche marketing
15. Knowing our customers became data base marketing and mining
16. Video games became redemption centers
Like the Jersey proprietors, many of us have taken the ordinary and made it glamorous. The corporate party program they did in October became a little more glamorous because of the communication that was professionally done and delivered to the recipient; how it was followed up and what party offerings were constructed. Some proprietors even offered magicians, karaoke, face painters, limo rides; all options available for potential company parties.
As always, the question is what can you do NOW, in your center to make an ordinary promotion glamorous; to give it a perspective from which your customers can only say "Wow?"
Because at the end of the day, to be truly successful at marketing, you have to know how to get positive results under negative circumstances (i,e, a hold n save economy vs. a get n spend economy. Which one do you think we are in now?
Exactly my point.
p.s. Stacy Karten and Fred Kaplowitz are the E.D.'s for the two New Jersey Proprietor Associations.
Sunday, January 31, 2010
The Real Social Network
New York City was bundled up last night wearing its finest scarf, gloves and coat. It was really cold. Wind chill of minus one degree and getting colder. Newscasters telling people not to go out unless they had something they MUST do. Great for business right?
But yet, as I was walking home from a movie, I noticed that the bars, the restaurants, the clubs...they were pretty crowded. Why was that? Did not these people know that they weren't supposed to go out. And yet they did. Why?
Because the need to be social was greater than the need to avoid the cold. Sociability always wins. The need to be with friends and families much greater than the pain of being cold.
So how can your bowling center prove that it is the place to be with friends and families? Think about it. It just may be the key to growing your business
But yet, as I was walking home from a movie, I noticed that the bars, the restaurants, the clubs...they were pretty crowded. Why was that? Did not these people know that they weren't supposed to go out. And yet they did. Why?
Because the need to be social was greater than the need to avoid the cold. Sociability always wins. The need to be with friends and families much greater than the pain of being cold.
So how can your bowling center prove that it is the place to be with friends and families? Think about it. It just may be the key to growing your business
The Reset Button
Maybe its time to hit the reset button.
All the scurrying around and around for the newest promotion or the newest techno marketing tactic makes me dizzy. For what? Because we have been brainwashed into thinking that we can be better if we do the latest and the greatest; sort of like the flavor of the week; Its "Moreitis" the thought that we have been trained to hear - work hard and you'll reach your goals
Who told us that? Your fourth grade teacher? My Junior High school baseball coach? Who?
You know what? it might have been true than, but its not so true now. In fact the opposite is true. Its not ONLY about working hard. Its about being more creative; about examining some things that you have always done and seeing how to change it by just trying something different that you believe in, and then just doing it. Your customers may love it, laugh at you or jut shake their heads. One thing, however; is that they'll remember the event and that you really wanted them to have fun,
So are you ready to take a bit of a risk and try something different.
Just think; the more creative you can be, the more you will be able to capture market share. Why do you think Apple consistently brings out innovative high quality products always at the high end of the price curve? Because Apple believes in high quality innovative products. That is its Mantra. It is in their DNA.
This is an honest strategy; a strategy that has the potential to be a game changer. Because it is not a manipulative strategy, it has a greater potential to be virally spread. Your ability to believe is the creative connection that is in all of us is all that matters. I once heard creativity expressed this way and I bought it lock, stock and bagel: "Creativity is about creating the uncreated".. Now that is cool.
Here is an example: a client,a creative talent and a good friend, Peppe Smith from Camelot Lanes in Boardman, Ohio pushed the reset button for Valentine's Day. She is building a giant Valentines Day cake. It's a little country, a little funky but you know what? It is "real" and it says "it aint business as usual at the Double R Bar ranch! It is an event to be remembered!! I just know that this simple gesture will be a WOW factor. The customers will feel like they got a bonus...and that's a good thing. (Now go get a video of it happening in your center; put it up on your website in real time inside of your blog and see what happens.
Now that's pushing the reset button.
It's also about the new environment that Peppe and her Husband Bob must create... "a connected social community of Camelot customers" who will love to spread the word. Just doing the unexpected because you think it would be fun, because you believe in it and because it doesn't scare you to do it is a strategy that will be rewarding. As a small business owner you can make those changes if you believe in them.
And that's A Gold "Reset award".
What do you think of the reset button strategy and what would your reset strategy be?
P.S. We will find or build a giant button award and begin shipping "Reset Awards" to those of you who send in some of your reset strategies that we judge to be really really spectacular. All the other folks who read this blog will be the judges. And that would be cool, right?
All the scurrying around and around for the newest promotion or the newest techno marketing tactic makes me dizzy. For what? Because we have been brainwashed into thinking that we can be better if we do the latest and the greatest; sort of like the flavor of the week; Its "Moreitis" the thought that we have been trained to hear - work hard and you'll reach your goals
Who told us that? Your fourth grade teacher? My Junior High school baseball coach? Who?
You know what? it might have been true than, but its not so true now. In fact the opposite is true. Its not ONLY about working hard. Its about being more creative; about examining some things that you have always done and seeing how to change it by just trying something different that you believe in, and then just doing it. Your customers may love it, laugh at you or jut shake their heads. One thing, however; is that they'll remember the event and that you really wanted them to have fun,
So are you ready to take a bit of a risk and try something different.
Just think; the more creative you can be, the more you will be able to capture market share. Why do you think Apple consistently brings out innovative high quality products always at the high end of the price curve? Because Apple believes in high quality innovative products. That is its Mantra. It is in their DNA.
This is an honest strategy; a strategy that has the potential to be a game changer. Because it is not a manipulative strategy, it has a greater potential to be virally spread. Your ability to believe is the creative connection that is in all of us is all that matters. I once heard creativity expressed this way and I bought it lock, stock and bagel: "Creativity is about creating the uncreated".. Now that is cool.
Here is an example: a client,a creative talent and a good friend, Peppe Smith from Camelot Lanes in Boardman, Ohio pushed the reset button for Valentine's Day. She is building a giant Valentines Day cake. It's a little country, a little funky but you know what? It is "real" and it says "it aint business as usual at the Double R Bar ranch! It is an event to be remembered!! I just know that this simple gesture will be a WOW factor. The customers will feel like they got a bonus...and that's a good thing. (Now go get a video of it happening in your center; put it up on your website in real time inside of your blog and see what happens.
Now that's pushing the reset button.
It's also about the new environment that Peppe and her Husband Bob must create... "a connected social community of Camelot customers" who will love to spread the word. Just doing the unexpected because you think it would be fun, because you believe in it and because it doesn't scare you to do it is a strategy that will be rewarding. As a small business owner you can make those changes if you believe in them.
And that's A Gold "Reset award".
What do you think of the reset button strategy and what would your reset strategy be?
P.S. We will find or build a giant button award and begin shipping "Reset Awards" to those of you who send in some of your reset strategies that we judge to be really really spectacular. All the other folks who read this blog will be the judges. And that would be cool, right?
Thursday, January 21, 2010
3 Easy Changes to Great Sales Success
OK, so you’re not a great sales person. Maybe you don’t even like it. But if your business is becoming more dependent on being “that sales person”, here are a couple of quick ideas, tiny changes if you will, to becoming more successful at sales.
In fact, you might even find it easier to sell, especially when you make these three changes in your approach.
So here’s a 30 second lesson to help you capitalize on those big opportunities and even some smaller ones too!
Ready?
• CHANGE #1: Describe what you’re selling as a “verb” rather than a “noun.” For example, you’re selling bowling. That’s a “noun” Stop! Sell a “verb” (entertaining, team-building, socializing, and partying). If you think that your job is to sell “bowling” (a noun), you’ll talk to the customer about product features. If you think your job is to sell “team-building” (a verb), you will tend to uncover your customer’s team-building needs. Then you can show him/her how your offering can fulfill that need.
• CHANGE #2: Think about selling as helping the customer rather than making a sale. To do this, you simply stop thinking of the sales process as “persuading”, “convincing”, “cajoling”, “B.S.ing”, etc. Wipe these terms out of your mind and start thinking about how you can visualize, with the customer, how (if they had your product) their problems might be solved and their goals achieved.
• CHANGE #3. Consider a sales call successful even when you don’t make a sale. It’s not always about making the sale. It’s not even about “winning”. If you sell something that somebody really doesn’t want, only two (2) things can happen and both of them are bad. One, the customer will gives it back to you and ask for his money back and two; the customer will never buy from you again. Make it clear to yourself and the customer, on your very first contact, that your offering may not be for him/her and, if you really can’t help him solve his problem, you are more than willing to leave.
• And the most important change. You will make more sales…and maybe even get to like it!
What do you think?
In fact, you might even find it easier to sell, especially when you make these three changes in your approach.
So here’s a 30 second lesson to help you capitalize on those big opportunities and even some smaller ones too!
Ready?
• CHANGE #1: Describe what you’re selling as a “verb” rather than a “noun.” For example, you’re selling bowling. That’s a “noun” Stop! Sell a “verb” (entertaining, team-building, socializing, and partying). If you think that your job is to sell “bowling” (a noun), you’ll talk to the customer about product features. If you think your job is to sell “team-building” (a verb), you will tend to uncover your customer’s team-building needs. Then you can show him/her how your offering can fulfill that need.
• CHANGE #2: Think about selling as helping the customer rather than making a sale. To do this, you simply stop thinking of the sales process as “persuading”, “convincing”, “cajoling”, “B.S.ing”, etc. Wipe these terms out of your mind and start thinking about how you can visualize, with the customer, how (if they had your product) their problems might be solved and their goals achieved.
• CHANGE #3. Consider a sales call successful even when you don’t make a sale. It’s not always about making the sale. It’s not even about “winning”. If you sell something that somebody really doesn’t want, only two (2) things can happen and both of them are bad. One, the customer will gives it back to you and ask for his money back and two; the customer will never buy from you again. Make it clear to yourself and the customer, on your very first contact, that your offering may not be for him/her and, if you really can’t help him solve his problem, you are more than willing to leave.
• And the most important change. You will make more sales…and maybe even get to like it!
What do you think?
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