5 Proven Ways to Make a Happy Memory for Your Customers.

I’m set to do a couple of seminars in the next 30 days. One of them will be with the Connecticut and Massachusetts proprietors and the other with the Ohio proprietors.

I have already started working on these presentations and as I did, I began to think about how many different ways there are to enhance the experience for the customer. Of course I added, “Which customer?” The league bowler? The cosmic bowler? The birthday bowler? The corporate party or fund raiser bowler? My answer was: all of them.

So I came up with a list of about 30 ways to enhance the customer experience and I’m going to share my top five with you.  Otherwise this particular blog would be a book!J

1.     Ever notice when you come to into a bowling center, the first thing you see is stickers on the door about being a BPAA member or about “NO'S?” Things you can’t do pass these glass doors such as: No food or drink, No service without a shirt, No colors, No sloppy pants, No cursing, No running and No teenagers under 18 on Saturday nights. Hello.                                               

Ok, I get that. You need some of those signs, but wouldn’t it be nice to be greeted with a big banner that says: WELCOME TO OUR CENTER. WE WILL DO EVERYTHING POSSIBLE TO MAKE SURE YOU HAVE A GREAT TIME. I think I have seen about 5 of those types of signs in visiting more than 500 centers.

2.     How about a sign as you are leaving the center? THANK YOU FOR YOUR PATRONAGE. VISIT WWW.HAPPYLANES.COM TO GET GREAT MONEY SAVING COUPONS FOR USE ON YOUR NEXT VISIT. Nothing like saying thank you and visit us soon and, oh by the way, why not get a hold of some money saving coupons. Makes the customer feel that his purchase, that day, was valuable and appreciated.

3.     It’s snowy. It’s cold. It’s icy. And Mom has to park her minivan a 100 feet from the entrance, carry the cake, carry the presents and supervise about 4 or 5 children to stay away from parking lot traffic and not run or they will slip and fall.    

                                                                                                                    

How about having designated Moms Parking Spaces as close to the front entrance as possible (MARKED SPECIFICALLY: FOR BIRTHDAY MOMS ONLY) and then having someone right at the door to help her with her packages?  I’ll bet you would do that if it was your Mom.

4.     Give every birthday kid a bowling t shirt in a bright neon color so he or she will be easily recognized.  On the shirt print, “It’s my party at happy lanes and I can do what I want.”  It’s a little extra for the kids, but more importantly, every time a staff member sees the child in the shirt, they would automatically say. Hi and Happy Birthday.”  Wouldn’t Mom be impressed?

5.     Corporate parties usually spend a bunch of money and they get bowling, food, liquid refreshments and (sometimes) a cosmic show.  Now just for giggles, let’s say you gave them a new bowling pin that had a stencil or decal that read: “I pinned down my party fun at Happy Lanes on (day, date).”

It’s a cool way to provide a souvenir of the party and hopefully a billboard that the manager would keep in his office for others to see.  Yeah, I know the pin costs about $13 bucks, but what would another party from the same company be worth to you? A small investment indeed, wouldn’t you say?

6.     BONUS:  Do you have a way for your league bowlers to win a couple of bucks that night. Maybe $10 dollars?   Call it: “The Mystery “10” Jackpot. Why not have a mystery score for every league, maybe two times a month?

How many ways can you think of to enhance your customer’s bowling experience?

Now go out there, and as my good friend Wally Hall always says, “Make a Happy Memory.”

You Tube Gets More daily Hits than Facebook. Lots more.

Approximately 6,000,000,000 hours of video are watched on You Tube each month by 1 billion unique visitor hits per hours.  

Facebook, which has 1.3 billion subscribers, gets 757 million average daily users.

But hardly anybody in the bowling industry is using YouTube. Why?

Oh, I see a few random photos of tournaments and birthday parties, but I rarely, if ever, see a video, that has been edited and presents a nice 2 minute story about your bowling center.

With all this snow, somebody must have a great Facebook story to tell; how you helped a customer start a car; how the staff had a snow ball fight or how customers felt about the weather or how nice n cozy the bowling center was and what a relief to have a place to take the kids since schools were closed so much.

Well? Well?  Do you have any of that good stuff that builds your brand?  Send it to me if you do and I’ll post it for others to see your good work

Now while I am far from a technophile when it comes to You Tube, I have picked up a few tips (from attending webinars) along the way and I wanted to share them with you.

1. Create a Branded YouTube Channel

This step is often overlooked by small businesses. Your YouTube channel is basically your house for the videos you create and upload, the videos you have selected as favorites, and those that you have organized into a playlist.

A customized channel gives you the opportunity to add and showcase your center’s branding with specific colors, information and links to your website and/or relevant social media pages. A channel also gives viewers an option to subscribe to your content with the click of a button. Just follow the guides and tutorials on You Tube. 

2. Make Sure Your Content Fills a Relevant Need

Try to provide your customers with information about your center that is RELEVANT to them. Whether it’s the weather, Kids Bowl Free or new open play programs, you have a plethora of content to share.  For example, you can send some Learn to Bowl lessons for new bowlers and then encourage them to come in and try it.  

If you host a band on Saturday nights, then post videos about the band’s performance and the crowd reaction.  Or post videos about a fund raiser you had.  And get great testimonials as well. That way your audience will see that you are a part of the fabric of the community. 

By doing this you create valuable information and interest in you and your center, thus generating loyalty and trust.

3. Develop Videos that are Quick, Simple, Engaging, and Professional

Decent video cameras are no longer expensive, so you can make a professional video without breaking the bank. Pay attention to lighting the area, sound quality and shakiness of the camera. Your best bet is to use a tripod. It is important to plan an outline and a script prior to making your video. 

Much like writing a story, you will want to include a beginning, middle and end. Make sure your video has a purpose. Keep it simple and short. It’s recommend 2-4 minutes for a video. Preferably closer to two minutes.

4. Optimize Your Video

YouTube claims that more than 24 hours of video are uploaded every minute, so the number of specific videos on the site is constantly changing. It is important you do everything you can to make your video easily found.

Your videos should be findable both within and outside of YouTube. Videos often appear on the first page of search engines, and are a proven method of leap-frogging your competition to the top of the search results page. The fact that Google owns YouTube can’t be overlooked.

To make your video more findable, you’ll want to focus on three key areas

-Title: Make sure your targeted keywords are in the first few words of your title. Another trick is to add a colon after your initial keywords and rephrase your title for maximum effect.

-Description: Two things to keep in mind here: 1) start your description with a full URL, and 2) don’t be stingy with your description. Be as descriptive and keyword-rich as possible. This will help you get found more easily by people searching YouTube for your type of content.

-Tags: Be sure to include any and all related keywords in the tags field. These aren’t the only variables in getting found, but they’re the easiest to manage and control.

So get out there and start using YouTube like a pro…and have some fun too!

What I Learned about Marketing and Customer Service after Spending 17 Straight Days on the Road

I don’t know how it happened.  But it did.

Have you figured out why
your center may be under performing

Between my assistant and me, we put together a schedule that had me flying all over the country to visit clients, attend BPA’s Bowl Summit and visit my wife’s cousins. 

But here is what I learned:

Airlines just don’t care. They simply don’t. In fact I am sure in their job searches they advertise, “If you really dislike people and are totally incompetent and can’t make logical decisions, then we have a career move for you.”  Since when does a “we apologize for the inconvenience announcement rate a gold star in customer service?

They cancelled my flight twice, because the deicers were frozen. Really? The DEICERS were frozen?  The DEICERS???

C'mon Man!!

I got stuck in a middle seat between two hip hop artists who though that the volume on their headsets should exceed the noise level of an Air Bus 320. In fact on this fabulous cross country red eye flight, I was treated to several diet cokes and my choice of salt or fat loaded high carbohydrate snacks at outrageous prices. 

The gate to my plane closed as I was running up to it screaming from about 50 feet away, “Please hold the door” as it was shut in my face and guess what I got. That’s right, “Sorry for the inconvenience.” 

Flight delays due to weather I understand, but after being delayed two hours and finally landing at an airport to be told, there is no gate, so we’ll sit here for 45 minutes. Time passes and then when we get up to leave, we find that the jet bridge is stuck.  I hope you don’t run your bowling center like the airlines.

Car rentals and hotel rooms were not much better. Since when is a mid size sedan a Chevy Spark?  Ina ddition to me, my rollerboard, briefcase and my nose barely fit in there; (I do, however; kind of undersatnd about the nose. :)

And why does my gold status in your hotel rate a handicap room next to the elevator? And oh yes, why does your FULL service restaurant close at 9pm with the nearest eating establishment being a McDonald one half mile away that also closes at 930pm?

More importantly when I visit bowling centers and a few FEC’s why are you all complaining that the programs didn’t get done because your “help couldn’t get to it.  Didn’t you write it down? Didn’t you check off the “to do list” and timeline I sent you? Didn’t you hold meetings to see what the progress was on these important projects? 

You mean you really couldn’t get together an MLK lockin program when I gave you the letter, telephone script, flier and press release as well as all the contacts to all the kid’s organizations, schools and clubs in your town last month?

And you didn’t get the email campaign content and Facebook campaign copy we did and just follow the schedule?  Copy, paste, click.

Fortunately, this was only a few instances, but still…why not?

Perhaps, it is just easier to count money, do the receipts, go to the bank and fill vending machines, (the easy tasks that don't challenge you, but it sure takes up time), rather than do the hard work of bringing in new customers and retaining others. That's your choice. But its not a very good one and I say that kindly of course.

It's four basic steps. Plan. Delegate. Monitor. Modify. Repeat.  

Look at the debacle in Atlanta, caused by two inches of snow, if you really want to see what happens when you don't plan, delegate, monitor and modify?  You get a "Holy S^*T."

Some centers claim they don’t have a marketing person on staff, but then again when that person comes on board, she is, all of a sudden a pizza maker, hamburger flipper and desk person more than a marketing person.

Why?

So here’s what I am suggesting:

1.     Find someone you respect in your town who can hold you accountable for hitting deadlines, doing the tasks you agreed to and measuring the results. I’ll do it, but I won’t be gentle about it because I care, passionately, about your business and don’t want to see you fail. Ever!

2.     Train your employees better than you trained your new puppy. In many instances, I’ll bet your dog is better trained and listens to your commands better than your employees.  Do your employees really know how to approach a customer? To do lane to lane solicitation? To implement a “90 second sign up” process. To collect data on a busy Saturday night without begging or pleading?  To instantly identify a prospect's demographic profile and match the prospect to the program. That's how they were designed, right?

3.     Are you constantly providing your employees with feedback and coaching tips to get them to be better at their jobs.  Professional and collegiate football teams practice, practice and practice again.  After you hire someone, do you retrain, reinvigorate and re-energize him every few weeks?  Do you formally review that person’s performance after three months, six months?  See, if you don’t care, why should they?  And do they know how to deliver great customer service?

4.     And finally, is marketing and selling the number one priority for everyone inside your building. Have you established a culture of “business growth” or just mere survival?

5.     Promise me you’ll put this sign up over the time clock in your office and wherever else your employees congregate:

“I Will Do Today What Other Cannot Do So Tomorrow I Can Do What Others Can’t”

And that’s my rant for the month.  

Call me if you need me to fire you up. No fees. No bills. Just because I care…alot

Off the Wall Summer Ideas. Well Someone Has To Do IT!

We’re always dealing with something. Some days it seems like we are swatting away problems every 15 minutes. The bartender called to tell us he is sick and won’t be in; well at least he called. Lane 13 and 14 are giving us heartburn, a scorer part is out and it looks like snow is going to wipe out tonight’s biggest league of the week.

On top of all the day to day ins and outs, you have to gear up for fall leagues, mid winter leagues, summer leagues, tournaments and now you have to maintain your website, create social media communications, send out emails and maintain your website.

Sometimes it feels overwhelming.

So grab a cup of Joe and let me take you through some quick planning ideas for summer leagues.  I know your summer leagues have been getting a bit softer every year, once in a while you get a great program going and it boosts you over last year, but the home runs are getting fewer. L

Stop fighting it.

Summer is the time when you have the most lane availability. It’s a time to introduce new people to bowling and put on your sunny face.  It’s a time to host company parties, fund raisers and special events. It’s a time for Kids Bowl Free and building your data base. 

It’s a time to refresh and rethink.

Last year, you put together your summer league schedule from the year before and the year before you put together a schedule from the year before that. 

Are you still going to do what didn’t work so well the last three years and “hope” that it somehow works this summer?  Seriously?

Please get a fresh sheet of paper or open your computer screen, laptop or tablet and right this down

WHAT CAN I DO THAT WOULD CREATE AN EXPERIENCE THAT PEOPLE WOULD TALK ABOUT?

 Here are some idea starters:

·        A summer fund raising league where you contribute $500 to the charity.  Did you know that the American Heart Association and the BPAA now have an alliance which will help you work with local chapters?

·        A Miller High Life Shirt League that’s so retro that it is cool for your seniors or for companies…and you can do it in 8 weeks.

·        A NASCAR league where participants get tickets to the Pocono 400. Available for proprietors in NY, NJ and PA.

·        A Bowlers night at the ball park, whether it is major leagues or minor leagues. NO it’s not just giving them tickets. They don’t need you for that. It’s about putting together an adult child package that includes tickets, an autographed ball or picture of the team, food vouchers, play time for the kids on the field and maybe a meet and greet with the players. No doubt this would be easier in the minor league stadiums, but hey you never know.  What’s that experience worth to Dad and Junior or Juniorette?  You got it. Priceless!

·        A series of company parties that you market as hard as or even harder than your holiday parties. What? Companies don’t have outings in the summer? Of course they do and here’s what you can promise: GUARANTEE THEM AN-INDOOR-NO RAIN-OUT-NO-ANTS-NO-SUN- BURN-NO-HEAT-STROKE-NO-DROWNING-NO-DEHYDRATION-NO FAINTING-SUMMER-OUTING. Think that’s enough benefits.  Go put that on a big postcard as a headline and send it out. I’ll bet your phone will ring off the hook.  And even if it doesn’t ring off the hook, you will get some parties…AND YOU’LL GET SOME PEOPLE TO TALK ABOUT IT.

·        How about turning the center into a club on Friday and Saturday nights and book a band schedule and publish it in April or May. “It’s expensive,    I can’t do it. It’s hard.” Yeah, Yeah, I know, but here’s how you do it. Get your junior bowlers or high school bowlers to go scout up bands in the area. Then set a price of $15 to come in on Friday or Saturday night. You keep $10 and the band gets $5.  If the band doesn’t have a following or know how to use social media; you don’t want them anyway.  If you’re real creative, you might be able to get a few bucks from a charity to sponsor it or Pepsi or a store in town as a way to keep the kids off the street in the summer after the sun goes down and their “heat goes up”.

·        Start your planning now. In February. Have it all done by March 1^st. make your flier and websites open play friendly.  Have leagues for competitively high average bowlers (scratch leagues, get better gear leagues, tournament leagues – run a different tourney each week – on the same lane conditions.  Have leagues for low average bowlers (Bad Bowlers –I’m bad but getting better at Happy Lanes).  Have leagues and instructions for newbies; for newcomers in the neighborhood who usually move after their kids are out of school for the summer. 

·        And then go back and check on which leagues were successful last year Create an incentive for those bowlers to bring a friend.  Create an incentive for your employees too. If you’re still thinking $2 a bowler, you might as well close this summer. I’m talking $25 a bowler for a 13 to 15 week summer and $100 a team for the same thing.  Think about it, if the league bowls 13 weeks and you get $10 per bowler per week, you’re getting $520 per team. If you get A NEW team that didn’t bowl with you since last summer, that’s an additional $420 you will get that you didn’t have last year. NOT $100 you will spend. You don’t spend it until you get the increment over last year’s 10 x 4 league.

All right now. Lift your spirits. Go out there and fire up your team. Brainstorm every new idea possible and then go out there and make your customers say WOW!

And WOW again!!

Awareness

Been moving around the country since the new year and talking to lots of proprietors.  One of the topics that came up, during the course of our conversations, was the subject of "awareness."

"Fred, one proprietor said to me, "we just aren't visible. Bowling has no awareness."  I agreed. Another proprietor said to me: "People just don't think about us; they don't think about bowling".  Again, I agreed.

And then it hit me. We're looking at the wrong end of the problem. It's not more awareness we need.

We need to do something so cool, and so outrageous that our community of followers starts to talk about us and that creates awareness.

What if I rolled a bowling ball down the length of US 95 in an attempt to set a new Guinness Book of Records.

Would that be outrageous enough to get our followers to talk about us so much that other people, who don't follow us would become aware of bowling?

Yeah, I think it would.

Boring.

Marie and I checked into a Florida Hampton Inn for about 4 days and I remarked to her how unremarkably remarkable this hotel is. In fact it was the same hotel I stayed in Detroit, Dubuque and Des Moines. They’re all the same…give or take a few wrinkles here or there.

But over the last 10 years, something has been happening in the hotel rooms. When Holiday Inns used to advertise that “the best surprise was no surprise", they were right for the time. Back then all the weary traveler wanted was comfort, convenience, ease of service, reliability and quality.

But that was then and this is now.

As David Brooks commented in the New York Times recently, “It’s easy to forget how much more boring the marketplace was just a two decades ago – more boring cuisine, more boring restaurants and more boring hotels.”

Recently, there has been a creative brand explosion within the hotel industry. It’s called boutique hotels. And while a $339 night hotel in Soho NY can be sold out and $139 Hilton Garden Inn goes begging for rooms, I ask myself why that is?

Simply because people will pay extra not to be bored.

People are no longer buying things. Do you really think the IPad, the big screen TV, the bazillion Internet gadgets and devices are being bought are being bought NOT because they are just “things”, but because they represent “experiences."

So the basic rule of consumer happiness is:  Buy Experiences, Don’t Buy Things.

If you are still selling things, you have a problem with the new consumer and more importantly if the hotel industry, which used to be a commodity can differentiate by turning itself into an emotional experience, why can’t the bowling industry?

Clues of this starting are beginning to be seen. From the "all open play experience" to the "private lanes" to "the boutique centers"  to the FEC with bowling as an anchor, we are seeing this trend s-l-o-w-l-y starting to take shape. and it needs to start moving faster. We need to get an emotional arousal from our customers because the Internet has taught them to expect more and thus they are culturally more competent than ever and more informed to make better choices that won't result in boredom.

But far too many proprietors are holding on to the past.  And while it is expensive to change; it is far more expensive to remain the same and be viewed as just plain old BORING!

The Crackerjacks Effect

Any good marketing person will tell you that the first objective of any direct - mail - campaign is to get the prospect to OPEN THE ENVELOPE. 

And so there has been a lot of research done on sizes of envelopes, color, shape, address (printed or handwritten), copy on envelopes vs. no copy on envelopes, return addresses vs. P.O. Box return addresses and, first class vs. bulk rate

I have found that there are only two types of envelopes that will get a reader’s attention in a pile of mail. 

One is a handwritten envelope.

The second is a bulky envelope. I call it the “Crackerjacks effect” that promises to contain more than just another bill or boring letter. Most people are naturally curious. If there is a prospect of getting a gift or a treat, then at the very least they are going to open up the letter to find out what’s inside. This is one of the reasons why the Crackerjacks effect is so effective.

Curiosity is a tool that you can use to your advantage when working on a direct mail campaign.

Think of small items that you can include in your letter that will make the envelope bulky and therefore make your readers curious enough to open it. Be careful to only use items that will remain intact. Biscuits for example will just end up as a handful of greasy crumbs.

Campaigns with chocolates are best done in the cooler winter months otherwise that too can end up as a sticky mess. If you don’t want to use plain pictures then consider sponge cut outs. This could be a very effective way of making your envelope bulky but ensuring that your message remains intact.

Why should I read your letter?

With direct mail campaigns, you need to give your prospects a compelling reason to open and read your letter. Because people get bombarded with so much information and so many sales pitches on a daily basis, you need to find a creative way to get your prospects attention.

Give them something to be curious about and you already have a foot in the door. Here are a few ideas that are very effective:

·         Include a headache tablet with the phrase: “If thinking about something to do with the family this weekend is giving you a headache? Happy Lanes can help. Then go on and explain your program pointing out the benefits of affordability, quality time, feelings of accomplishments, team spirit, etc.

·        Attach a matchstick to the top of the letter. In your introduction you can explain “Here’s a burning idea that’s all about Good Time family Fun.” Happy Lanes is the place to cool off with family and friends this weekend>

·         If you are a promoting a special event or corporate party, you can include a balloon. “Dear Peter, if you are thinking of ideas for your next company party or celebration we can help you….”

·    You can include chocolates. You can even personalize the chocolate wrappers. Then in your introduction you can say something about having a sweet deal to tell them about.

·    Include a sweatband and a comment: “Are the costs of your weekend family fun making you sweat?  Does it feel like an endless marathon effort? Happy lanes can help!

For most people getting a surprise in the mail is a welcome diversion from an average stressful work day. A bulky envelope with a handwritten address is far more likely to get a person’s attention than a corporate looking printed envelope.

Not every letter needs to be bulky mail especially if you are sending out a series of letters. You can decide at what point it will be most effective in your campaign.

Be creative and have fun with it. If you do you can be sure your readers will enjoy it too.

As always, I strongly urge that you use a multitude of tools in  CONJUNCTION with your mail campaign,  which may include a series of letters + an email campaign + daily posts on Facebook and a “YouTube” video,  strategically timed and placed.

And finally it is better to go after that segment which is tightly defined to represent your best prospect for buying the offer you are selling…even if it represents fewer in numbers. 

Give me 1000 great prospects vs. 10,000 suspects any time!