Well the New Year is just 4 days from now and my inbox is filling up with invitations to this years party; parties for kids, seniors, adults with older kids, entire families and just kids parties. The invites keep a coming.
Once we would have been bombarded with direct mail or even TV, Radio or Newspaper advertising. Now we are bombarded with Facebook, twitter and email.
Whats the difference?
NOW I don't have to look at your electronic messages. I can just hit delete. THEN, I had no choice. I had to look, hear or read your message.
So how come with all these electronic miracle communications, as an industry, we aren't doing very well?
Its not the communication. Its not the facilities. its not the sport. Its not the entertainment.
Its the product we are communicating... same old New Years eve party, same old extreme or cosmic, same old Pizza pins n pop. Same old quarter mania. Same old. Same old. That's OK if we communicate it to new people...but very few of us do that. We just point, click and send to everybody!!!
And what's funny is this - you get some people to discuss new ideas and half of them will say flat out: "that won't work in my market." Or the classic: "We tried that and it didn't work."
And that is too bad because: "Closed Minds = Closed Cash Registers"
Usually the people saying this are the proprietors or managers that could really use a new idea or two. But instead of embracing it, they will immediately dismiss because it doesn't fit their thinking. They won't even examine it or even test it.
Is it because they think they know what the customer wants precisely?
Or worse is it because they think they are the customer?
9 times out of 10 YOU ARE NOT the customer. So why are you deciding what THEY would want?
Seriously??
No wonder I hit delete.
Tuesday, December 27, 2011
Friday, December 23, 2011
10 Things I Learned in 2011
As I look back on 2011 I realize that it was a much different year than any year I experienced in the bowling industry and that spans over 35 years; 16 of which as the head of The Kaploe Marketing Group, having proudly served hundreds and hundreds of proprietors over the years domestically and internationally.
It was a much tougher year. Much tougher. Open play was off allot and leagues were at best down slightly Again!
So I thought I would make a list of things I learned this past year and perhaps some of them will resonate with you as well and give you "pause" to think about how to improve your businesss.
1. Bowling is NOT recession proof any more and in order to get new people into the center and get people to return more frequently, it takes a sustained effort of specific offers to KEY segments vs. a blanket offer to everyone.
2. If you have a blog for your center, you will get 88% more traffic per month than those those who do not (Source: Hubspot Research June 2011). By the way, if you need help in writing blogs, just contact me (516 359 4874) because we are introducing a new service for your center in mid January that will create professional blogs for you...really inexpensively too!!
3. Content is king. Many proprietors are still using emails and Facebook for one thing and one thing only: to deliver an offer and sell, sell sell. STOP! You need to build a relationship with your customer and provide them with valuable information that THEY want as a first step to get them to trust you. Once trust is established you can then offer coupons and special deals that are relevant to specific segment. There's a reason they call it SOCIAL media, right?
4. Customer service is no longer just a buzz word. It is expected and when not delivered, you and your center will soon find that you are on Facebook and Yelp in a very unflattering way. Hire the best athlete and train him or her to carry out your tactics. Just because someone has had experience in "front desk operations" doesn't mean they understand the 21st century customers needs. In fact it may hurt more than help. Meeting, greeting, saying thank you and fixing customer issues immediately are essential. How often do you retrain your staff or get a mystery shopper to tell you how you are doing?
5. Build your cosmic bowling back up by creating an interactive entertainment experience. Go to a college and hire someone who is studying hospitality or communications for Friday and or Saturday night to be your MC to run dance contest, trivia contests, give out funny prizes (red noses, rubber ducks, t shirts, free games, pizza, etc). Use theme nights; get a band once a month or so and strive to be as entertaining as possible. This product is viewed as entertainment. It "aint" just bowling anymore The 21 year old who has stopped coming to your cosmic show has stopped because it hasn't changed since he was 16 years old. Boring doesn't sell!
6. Get better toilet paper. Women judge a bowling center's cleanliness by the quality of the toilet paper. Don't ask me how I know this...its a very long story. :)
7. Make sure your website is updated at least once per week and that you post on Facebook every day. Yeah, I know you're busy, but to communicate effectively someone on your staff (or you) needs to devote at least one hour per day to 21st century marketing communications.
8.Try to build a short season league program every month (6 to 10 weeks). That's what NEW customers want. That's what they expect and if you don't offer them this choice, they just won't join anything. Period.
9. Outside selling is still very important. If no one in the center is getting outside of the center to speak to chamber of commerce members, non profit groups, community organizations, companies and local retailers at least once a month on a "blitz" program, you will be very disappointed in your lineage results.
10. Company parties, team building events and fund raisers are a vital source of revenue and should be done every month, not just during the holiday season.
What did YOU learn this year? Please let me know.
.
It was a much tougher year. Much tougher. Open play was off allot and leagues were at best down slightly Again!
So I thought I would make a list of things I learned this past year and perhaps some of them will resonate with you as well and give you "pause" to think about how to improve your businesss.
1. Bowling is NOT recession proof any more and in order to get new people into the center and get people to return more frequently, it takes a sustained effort of specific offers to KEY segments vs. a blanket offer to everyone.
2. If you have a blog for your center, you will get 88% more traffic per month than those those who do not (Source: Hubspot Research June 2011). By the way, if you need help in writing blogs, just contact me (516 359 4874) because we are introducing a new service for your center in mid January that will create professional blogs for you...really inexpensively too!!
3. Content is king. Many proprietors are still using emails and Facebook for one thing and one thing only: to deliver an offer and sell, sell sell. STOP! You need to build a relationship with your customer and provide them with valuable information that THEY want as a first step to get them to trust you. Once trust is established you can then offer coupons and special deals that are relevant to specific segment. There's a reason they call it SOCIAL media, right?
4. Customer service is no longer just a buzz word. It is expected and when not delivered, you and your center will soon find that you are on Facebook and Yelp in a very unflattering way. Hire the best athlete and train him or her to carry out your tactics. Just because someone has had experience in "front desk operations" doesn't mean they understand the 21st century customers needs. In fact it may hurt more than help. Meeting, greeting, saying thank you and fixing customer issues immediately are essential. How often do you retrain your staff or get a mystery shopper to tell you how you are doing?
5. Build your cosmic bowling back up by creating an interactive entertainment experience. Go to a college and hire someone who is studying hospitality or communications for Friday and or Saturday night to be your MC to run dance contest, trivia contests, give out funny prizes (red noses, rubber ducks, t shirts, free games, pizza, etc). Use theme nights; get a band once a month or so and strive to be as entertaining as possible. This product is viewed as entertainment. It "aint" just bowling anymore The 21 year old who has stopped coming to your cosmic show has stopped because it hasn't changed since he was 16 years old. Boring doesn't sell!
6. Get better toilet paper. Women judge a bowling center's cleanliness by the quality of the toilet paper. Don't ask me how I know this...its a very long story. :)
7. Make sure your website is updated at least once per week and that you post on Facebook every day. Yeah, I know you're busy, but to communicate effectively someone on your staff (or you) needs to devote at least one hour per day to 21st century marketing communications.
8.Try to build a short season league program every month (6 to 10 weeks). That's what NEW customers want. That's what they expect and if you don't offer them this choice, they just won't join anything. Period.
9. Outside selling is still very important. If no one in the center is getting outside of the center to speak to chamber of commerce members, non profit groups, community organizations, companies and local retailers at least once a month on a "blitz" program, you will be very disappointed in your lineage results.
10. Company parties, team building events and fund raisers are a vital source of revenue and should be done every month, not just during the holiday season.
What did YOU learn this year? Please let me know.
.
Sunday, December 18, 2011
What Are We Missing?
With all the talk about book stores, as a brick and mortar business, going the way of Woolworth, it is surprising to note that book sales, at independent retailers, have reached an all time high during this holiday season. When once the mighty Kindle or Nook or I Pad were predicted to make book stores obsolete, the numbers proved those who predicted this trend absolutely wrong.
Some will point out that the closing of Borders forced people to buy books at independent stores. Others will say that these electronic marvels don't have the breadth of choice that the retailer has; nor do they have the element of "touch and feel."
Reports about this phenomenon suggest that people really like books. Actual paper and hard cover books. Even paperbacks. They like to turn the pages; to be able to book mark their place with their favorite bookmarks; to write in the margins and to write dedications in the front.
Simply stated, I think people still like this "Old Fashioned" feel in the same way they like the traditions of holiday cards, the tradition of gifts rather than gift cards (although gift cards are at an all time high). Interestingly, personal stationery sales are also at an all time high, even in the age of the Internet, email, text message, twitter post and instant messaging.
Doesn't bowling have that kind of traditional fun and nostalgic feel intrinsic in its entertainment value? How many times have you spoken to someone on a plane or at a meeting or at a party and heard them say, "We went bowling for the first time in years. I forgot how much fun it was!"
Yet, I can't find a proprietor who is talking about this in their blogs, their Facebook posts or even on their websites. Or even, if they do it all, in their media advertising.
Maybe we are missing something here. What do you think?
Some will point out that the closing of Borders forced people to buy books at independent stores. Others will say that these electronic marvels don't have the breadth of choice that the retailer has; nor do they have the element of "touch and feel."
Reports about this phenomenon suggest that people really like books. Actual paper and hard cover books. Even paperbacks. They like to turn the pages; to be able to book mark their place with their favorite bookmarks; to write in the margins and to write dedications in the front.
Simply stated, I think people still like this "Old Fashioned" feel in the same way they like the traditions of holiday cards, the tradition of gifts rather than gift cards (although gift cards are at an all time high). Interestingly, personal stationery sales are also at an all time high, even in the age of the Internet, email, text message, twitter post and instant messaging.
Doesn't bowling have that kind of traditional fun and nostalgic feel intrinsic in its entertainment value? How many times have you spoken to someone on a plane or at a meeting or at a party and heard them say, "We went bowling for the first time in years. I forgot how much fun it was!"
Yet, I can't find a proprietor who is talking about this in their blogs, their Facebook posts or even on their websites. Or even, if they do it all, in their media advertising.
Maybe we are missing something here. What do you think?
Sunday, December 11, 2011
3 Ways You Should Be Using E mail In Your Business
Email marketing is still one of the most under-utilized and misunderstood marketing tools ever invented. Nearly every day, there are articles in business publications and websites that share misinformation and misleading information in regards to email marketing.
Even with all of the technology and social media platforms in existence, email still plays an important role and acts as a gateway to most if not all of the social media sites. Without an email address, would-be users cannot gain access to certain sites or cannot use the full functions of sites.
Almost every transaction you make online requires that you share an email address in order to complete your transaction. Whether your goal is to make a purchase or download free software, most website owners will require you to share your email address with them.
Email is integrated into our lives. It's on our cell phones and most paper forms that we fill out these days. So, email is not going any where any time soon. We'll be using email for a long time to come. There hasn't been any technology to come along to replace it.
This gives businesses an advantage in that email still offers another medium or channel for them to reach their leads, prospects and customers.
So how should your business be using email in your day-to-day operations?
Here's 3 powerful ways to maximize your email marketing
1. Lead Generation: There are almost no businesses that can't use email in some capacity to generate leads. For example, if your business is a house painting contractor, you could offer a free report titled something like "Top 3 Reasons Why You Should Be a member of Our VIP Bowling Club." And, the only way your prospect could get the report is by signing up via email to receive the report. You could have the prospect either sign up via a form on your website or simply by sending an email to your email Autoresponder account.
2. Lead, Prospect and Customer Follow-Up: Studies have shown that it takes 7 to 12 follow-up contacts to convert a lead or prospect into a sale. Whether that contact is done via phone, mail, fax, in-person or email, the studies show that it will take up to 12 follow-up contacts to make the sale. This is especially true for high ticket products and items. Proper email follow-up is an art and a science in one. If writing effective sales copy isn't your expertise, it is much advised that you find a competent copy writer to follow up with your email leads. (If you need help with this, please call us. Its just one of the many tactical programs we are known for)
3. Cross Promoting: Getting your leads and prospects to sign up for your email list can be difficult. So, if you're going to go through the time, energy and effort to build an email list, you might as well get the most from your email list. One way to get a return on your investment from your efforts of building an email list is by cross promoting products and services that are closely related to what the prospect originally signed up to receive. If you have a good relationship with your email list, you could also sell advertising to other businesses where either do "solo" emails promoting the paying advertiser's product or service. Or, you could offer a 4-line advertising "blurb" placed inside one or more of your regular emails to your list.
Developing a relationship with your list of prospects should be the MOST important goal of your email.
What do you think?
Sunday, December 4, 2011
Some Assembly Required
It’s that season when a box of toys becomes a project. The warning label on the box, “some assembly required’ really means“ prepare yourself to read instructions that were translated into English and not translated very well, making your job of assembly more arduous and somewhat daunting task.”
“Some assembly required” is just work.
Isn't that true of our businesses? Isn’t “some assembly required” for the work we do?
Whether we produce a product a service, an experience, or a lifestyle, we are always into “some assembly required.”
"Some assembly required" means getting it done and to get the work done (we all have great ideas, it’s getting it done that’s important is something I have heard from proprietors for many a year) you only have to do two things:
First, set a deadline to get the task done. Set penalties for not getting it done (a $5 penalty for the owner and $2 penalty for the employee who misses the deadline). This money will go to a charity, but more importantly it will tell the proprietor who is getting it done, who is taking it seriously and who really gives a damn...including the proprietor. Post the results. Eventually the non performer will either start to perform better, quit or get fired.
Second, hold meetings every week and have the team members report their progress of meeting the deadlines for their tasks. Eventually peer pressure will force them to perform or to quit. In either case, you win.
T’is the season. Some assembly required.
Set it up for January and February league starts.
Do it now. Christmas is almost here.
Do it now. Christmas is almost here.
Tuesday, November 29, 2011
A December To Remember
With reports of black Friday sales reaching over $11.2 billion and same store sales for big retailers reporting a 6% to 7% increase over the same period last year, it would seem that American consumers have woken up from their "no spend" funk and attacked the malls with vigor. No doubt deep discounts and longer opening hours combined with a barrage of TV and Internet marketing helped.
But what happened to bowling?
In the northeast and mid Atlantic proprietors reported a drop in Thanksgiving weekend open play. The cause? 65 degree, sunny skies and to may football games.. In the Midwest, proprietors fared the same and in the northwest, numbers were slightly up.
Maybe we should declare our own black Friday or christen December a "Bowling Holiday season" complete with fundraising deals, local bowler appreciation days and special pricing on specific day parts. Judging by black Friday, consumers seem to respond to big sales backed by advertising and Internet communications
So what kind of exciting offers can you put together that would get more people to come into your center?
Here are some examples:
But what happened to bowling?
In the northeast and mid Atlantic proprietors reported a drop in Thanksgiving weekend open play. The cause? 65 degree, sunny skies and to may football games.. In the Midwest, proprietors fared the same and in the northwest, numbers were slightly up.
Maybe we should declare our own black Friday or christen December a "Bowling Holiday season" complete with fundraising deals, local bowler appreciation days and special pricing on specific day parts. Judging by black Friday, consumers seem to respond to big sales backed by advertising and Internet communications
So what kind of exciting offers can you put together that would get more people to come into your center?
Here are some examples:
- Be a kid with your kid. adults pay $X.XX per two hours and kids 12 and under pay $Y.YY per two hours
- Bowl for 2 hours from December 22 to December 31 at 4pm any time lanes are available and we will donate X5 to local charity Y
- Get a free pizza and 4 complimentary soft drinks when 4 or more people bowl for 2 hours for X$$
- Get $5 back toward future bowling anytime you and your party spend $50 or more
What else can you think of?
How will you promote it outside of the center?
Who will take responsibility for it?
Friday, November 25, 2011
A Different Kind of Black Friday
In light of the global economic news, American retailers have taken to opening their stores earlier than the "traditional" 6am Friday morning openings. many retailers opened at midnight or 1am or 2am. Whatever time they opened, stores were jammed with shoppers looking for that 55" HD flat screen TV which normally sells at $1200 for $229. Some got it. Others did not.
The one thing these retailers had in common was their old school newspaper ads combined with TV and Internet sites. There was even a free app on smart phones for Black Friday deals. Obviously, they all promoted big discounts on their merchandise.
All of them except one retailer. Patagonia
Taking a completely different marketing approach, Patagonia, a retailer of outdoor gear, decided to tell people NOT to buy their jacket (as advertised) pointing out the environmental costs to make the jacket and cautioning shoppers to buy only what they need as this will help reduce environmental costs.
Why would they do this? Obviously, Patagonia's key market is people who enjoy the outdoors, whether it be for hiking, camping, jogging, para sailing, hang gliding, rock climbing, or just staying warm. No doubt their research indicated that these folks are probably more sensitive about environmental issues than other types of buyers and would respond more positively to this type of appeal. Not only does this type of advertising make sense FOR Patagonia, but also breaks through the clutter of all the other retailers claims of "sale, sale, sale".
Kind of like bowling isn't it? While every proprietor has his product on sale, in one form or another, maybe its time to take a different approach and attract customers in a different way.
Some examples might include: * "Bowl at happy Lanes and we will contribute X$ to a "feed the homeless" project in Anytown, USA".
* "We'll contribute X$ of every bowling purchase to "Local Charity X from now through New Years".
* "When you bowl at Happy Lanes and spend X$ we will contribute X$ in food to a food bank. Or contribute towards a winter coat for poor people or Ta toy for Tots, etc".
Would some of these positions set you apart from other forms of recreation and entertainment options and generate new revenue?
I think so.
What do you think?
The one thing these retailers had in common was their old school newspaper ads combined with TV and Internet sites. There was even a free app on smart phones for Black Friday deals. Obviously, they all promoted big discounts on their merchandise.
All of them except one retailer. Patagonia
| Patagonia Advertisement NY Times, November 25, 2011 |
Why would they do this? Obviously, Patagonia's key market is people who enjoy the outdoors, whether it be for hiking, camping, jogging, para sailing, hang gliding, rock climbing, or just staying warm. No doubt their research indicated that these folks are probably more sensitive about environmental issues than other types of buyers and would respond more positively to this type of appeal. Not only does this type of advertising make sense FOR Patagonia, but also breaks through the clutter of all the other retailers claims of "sale, sale, sale".
Kind of like bowling isn't it? While every proprietor has his product on sale, in one form or another, maybe its time to take a different approach and attract customers in a different way.
Some examples might include: * "Bowl at happy Lanes and we will contribute X$ to a "feed the homeless" project in Anytown, USA".
* "We'll contribute X$ of every bowling purchase to "Local Charity X from now through New Years".
* "When you bowl at Happy Lanes and spend X$ we will contribute X$ in food to a food bank. Or contribute towards a winter coat for poor people or Ta toy for Tots, etc".
Would some of these positions set you apart from other forms of recreation and entertainment options and generate new revenue?
I think so.
What do you think?
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