Now I know this sounds like a lot and then I look at what some $1,000,000 to $2,000,000 (in revenue) bowling centers are spending and I see numbers like $1326, $2,154, $3,129 and so forth.
They woefully underspend and then wonder why people don’t notice them or have little awareness of their programs. Others tell me they are using digital media because it is less expensive, (some even say free) and works better? Let me ask you a question though. Why does APPLE, one of the world’s richest companies and a digital company at that still use TV advertising? Why do car companies and big Pharma use TV? Do you think they like throwing their money around?
They spend it simply because they do not want to die from lack of attention. I can’t recall any business that ever died because of shortage of attention.
Nope, companies and entertainment centers, health clubs, bowling centers and other retail outlets die because the ideas they are communicating do not resonate with the people they seek to serve.
I’m not advocating that you give up your digital media footprint, but rather to expand it if you can as long as you know and measure your goals, but don’t discount other ways to communicate. I know of one client who thought I was definitely daft when I recommended a series of billboards.
We measured it and set a goal for it and we saw his weekend open play programs increase by 3 times the cost of the billboards and 17% over the same period last year. We also did a digital media campaign along with the same Kids Bowl Free program we had last summer.
Here are a couple of thought starters for you:
- How much attention and awareness do you need to sustain and grow your business? “Well, how the hell do I know, Fred?” Try to start with your yield. What does each center yield?
- If you have a 32 lane center and you are doing $1.6 million; that’s $50,000 per lane.
- Now start analyzing that and see how many games that equates to. If you are open 120 hours a week x 50 weeks that is 6,000 hours x 32 lanes = 192,000 lane hours.
- At 100% capacity, (assuming a very conservative 4 games per hour that’s 768,000 annual games.
- If you are doing 200,000 annual games, you’re yielding only 26%.
- Meaning that you are only busy 26% of the time.
- What would you spend to be busy 35% of the time; or 50% of the time?
- Are the time and money you invest in creating brand awareness converting to results?
- Whether you like it or not, digital media isn’t free. Either you spend your time on it or you pay someone to do it; and often you don’t know the results of the program.
- But you should and then measure not just the dollars that it might have immediately generated, but how many people saw it, who opened it, how many opted out and did they take action.
- Get more details and make better decisions.
- What stories are you telling? What content are you using to communicate or are you leaving that up to other people to make that decision? Every business has a unique story to tell.
What’s Your Unique Story? And how much are you willing to spend to make sure it resonates with your target audience?