Articles by Fred Kaplowitz

The Voice

You know, its hell when you’re sick and when you lose your voice like I did this past week, it’s hell especially if you are a marketer. But how many of us occasionally lose our marketing voice?. Look at companies like Caldor, Montgomery Wards, Woolworth and other big box retailers…

Read More

A Coupon Cornucopia

Package goods marketers describe the distribution of free product as a way to get trial – the ability to get new purchases from non users or low users. In our industry we describe the process of getting trial as the distribution of free games. In our business, free games are…

Read More

Who is Buying?

In visiting my clients, I often here the lamentable phrases like, ” our programs are really good, we offer great stuff, but as hard as we try, people just aren’t buying it; its just not selling”. The second lamentable phrase I hear is, “We’re a league based house; we only…

Read More

Thanksgving Every Day

Tomorrow is Thanksgiving. Many of us will be at home with our families basking in the joy of good food, fun and lively conversation intermingled with a healthy dose of football. The warmth of the home and hearth; a day off from the daily routine and, perhaps, even seeing some…

Read More

The New Marketing

It seems that the new marketing is all about “social marketing”; all about electronic and or digital marketing; and all about reaching people individually. We like this new marketing. It makes our professional lives more precise. We now have measurement. There’s no BS about how well you did on line….

Read More

REI and Customer Loyalty

In an never ending search to bring you interesting information about world class companies, I wanted to share the story of REI (Recreational Equipment Inc); a chain of sporing goods stores with over $1.4 billion in annual sales employing over 9500 employees. REI has been ranked in the top 100…

Read More

Is E-mail Dead?

Clara Shih, author of “The Facebook Era,” says social networks are slowly replacing email. I know you’re saying, “Fred, I just figured this email thing out and now you’re saying its dead?” No it’s not dead, but it is being replaced by Facebook and Twitter for “social communications”. Email will…

Read More

Everybody is Nobody

How much time do you and your staff spend on trying to get everyone to come bowling? After the flier is made, what happens next? Do you speak to everyone who comes into the center? Do you go to businesses in the area and distribute fliers? If you are trying…

Read More

Zappos for Bowling

THE ZAPPOS PHILOSOPHY Finding the right people is difficult. Keeping them is even more challenging. But, would you pay someone to leave your company? This is exactly what Zappos.com does. Haven’t heard of Zappos? They are an Internet retailer that sells shoes (even bowling shoes). They are known for their…

Read More

We Have Been Down This Road Before

We have been down this road before. Its early November and we are hoping the weather will turn and our open play business will pick up. So we send out a bevy of emails, direct mail, facebook and twitter communiques and maybe even use some traditional advertising and “hope for…

Read More