As summer unveils its landscape of green grass, sunny skies and the lure of vacation time, we know that our business cycle is turning down.
People just don’t want to be indoors that much.
Thus, the market for bowling is diminished, sometimes by as much as 75%, as compared to our up cycle (December to April).
For those fewer consumers who want to bowl, we must have captivating offers that resonate with them; offers that make them say, “wow, that’s for me”.
But here’s where the problem starts. In a rush to get whatever market share we can, we all too often rush to discount our price or promote programs with less value.
Often we give the product away just to build futures.
And that’s OK…for a while.
But, the real question you have to answer; the question that is at the heart of every great marketing program is this:
“Why, out of all the ways to spend my money, my hard earned money, should I choose your bowling center as a place to spend my money vs. ALL of the options I have. Why? Give me one good reason.”
If all you can come up with is better service, friendly people, more modern, cheaper prices, you might have a start; but NOT a finish.
Today’s consumers want to feel like your business stands for something.
Are you a member of the community?
Do you tell people that your business gives back to the community?
Do you sponsor any special events in town?
Do you promote your center as the home of (i.e.); high school bowling, family fun and quality time, the happiest place in town, greatest cosmic show on earth, etc?
Now, while these are just examples, I am sure you can think of several answers to the thorny question I posed above.
If you don’t clearly differentiate yourself from your competition, then all the information the customer has to make a buying decision on is price and he will therefore gravitate to the closest, lowest priced center.
And that is a recipe for declining lineage, revenue and profits.
Spend some sitting and staring time today thinking about it
Because your customer is thinking about it …allot!
Send this to some of your proprietor friends and see what they think?