Comparisons Aren’t Always Easy

I was working with a client the other day, a relatively new one when an employee piped up and said, “You know Fred, these aren’t NEW programs, I have tried these before and they didn’t work.”

Instead of responding to the specifics, I merely said, “You know Will, people are creatures of habit. Many of us do the same thing when we wake up and when we go to bed. We all have a routine and getting people to make a massive u turn in their routines is damn hard.”

I kept going. I said, “Have you thought about the brands you buy, the stores you go to, and the products and services you have just come to avoid?” “You have a routine and you rarely change it, right?”

He kind of shrugged at me and said, “Yeah, that’s right, so what does that mean?”

I said, “Will, here’s what it means. It means that you believe that the bowling center’s success is dependent upon your one flyer to convince people to change their story.

The chances of getting someone, out of the blue, to come in for Pizza Pins N Pepsi are slim to none.

Your program, sitting out on the settee area, didn’t change anyone’s version of the truth. In fact the flyer had no benefits. “It didn’t even say ‘great family fun, super value, makes memories or any other benefits families might want”.

It merely said, “Get 2 hours of bowling, a large cheese pizza and a pitcher of Pop. $59 for up to 6 people. Shoes included.”

If you wanted people to buy that program, shouldn’t you have had real benefits aimed at a more specific target market?

Since you were running it on weekend days, shouldn’t you have been targeting parents with kids under the age of 14 in households within a 5 or 7 mile radius of the center having household incomes of $XX,XXX? 

Shouldn’t you have given the parent a special onetime try it offer? Or a bounce back coupon to get them to come back?

Maybe you did not communicate frequently enough to your target to get them to get them to try it?

What if people came in, tried it and the product wasn’t delivered right; the pizza came out late and cold?  Do you think those people will come back?

W
hat if your price did not represent a good value?

Maybe you had too many restrictions on when you could use it?

Did you gather testimonials for the product?

Did you have a face book schedule and “boost budget” as well as a targeted email plan for the product?

The moral of the story: Before you say, “We did that before it didn’t work; really ask yourself how you TRIED to make it work.”

Just sayin’
About Fred Kaplowitz
Marketing is in my DNA. I love to solve problems and meet challenges head on and I have successfully produced results for hundreds of clients. I love what I do and love helping to make my clients more successful and happier. I am a husband and father, consultant, a coach, a teacher, a motivator, a copy- writer, and a speaker. I look forward to working with anyone searching for a proven methodology out of mediocrity. May I assist you in taking your business to the next level. Please call me now @ 516 359 4874 to review your business goals and strategies.

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