Robert Kyosaki, Author of “Rich Dad, Poor Dad”, an All Star Best Seller once said, “If you’re not a brand, you’re a commodity.”
No doubt you’ve heard about branding. It’s the new old buzz word. We used to call it image. Same thing dressed up in the 21st century geek speak.
Do you have any idea what your customers or prospects think about you? I’m not talking about “oh yeah, the bowling alley. It’s nice, friendly and food and beverage is pretty good. That’s like saying “all puppies are cute.” Big deal.
But are you the place to go to for fun with friends? More importantly, is your center perceives as cool? Or sexy? Or hot? Or does it make the customer feel good or feel happy or whatever it is that the target audience wants from their entertainment dollar?
Why don’t they say, “Oh that place. It is my kind of place. There is always something cool going on there and it’s so much fun. They have bands, and DJs. My friends and I love it. It is so cool and even my family goes and hangs there, (when I’m not there of course)”. LOL.
Think about it. What do you think about when I say Wal-Mart, McDonalds, Nordstroms, and Cheesecake Factory?
What does your customer think about you when they say your centers name? What values have you been able to attach to your center that the consumer can feel good about.
If you’re NOT going to try and be a brand that consumers can clearly define, then get in line to follow the leader down the path of looking for the magic bullet another magic program that will get “everyone” to come in to your center.
Or you can keep pumping out those Facebook sales posts and email sell posts. Has it really helped your business? Last I checked more centers were off in open play then were up in open play.
Could it be because open play programs are just getting boring, feel worn out and seemingly presented as another scoop of vanilla ice cream served up from a nondescript store.
Right now you are all commodities and that’s why they shop you like a commodity… so the customer just picks the center with the best special which really means cheapest price and that has an obvious consequence for all of us.
Moral of this rant: Be a “brand” or go home.