At the Bowling Summit this week in San Antonio, TX I had an opportunity to sit through a social media session or two. What struck me was the single mindedness and sometimes seemingly, frantic need to be “noticed, opened, clicked, engaged” as a measure of your marketing success.
I always thought it was ultimately to have someone buy something from me.
It was all great stuff and I picked up a few nuggets from the speakers vast knowledge. But, and it’s a big but, no one got down to the strategy of it all. Oh sure they talked about segments and defining your target, but basic strategy was just a whisper in the dark. And I think that’s where we all fall into the “tactic trap.”
Instead of really spending time on defining strategy, we go right to the “to do lists” of fliers, announcements, Facebook postings, tweets and emails. All relevant stuff, but NOT the foundation of your business.
Your strategy is your business.
Most proprietors will tell you their targets are families and they are a family oriented business and then spend an inordinate amount of time and money trying to attract the 18 to 34 yr segment during weekday nights. Maybe they should spend that effort trying to perfect their “family products.” You think?
Your master strategy is to decide who you are now and who you want to be (providing that new position is not only viable, but credible. More importantly, what is your Unique Selling proposition and why should I buy from you vs. someone else.
It’s OK to be a traditional bowling “alley.” It’s OK to be a Family Entertainment Center. It’s OK to be whoever you want, as long as you have customers willing to buy “YOUR UNIQUE” products.
But it’s not OK to try to be something to everybody.
So here’s my take on strategy, specifically related to your summer marketing needs. In fact, here are your choices:
1. You can market last year’s products to your existing market (winter and summer customers). I.e. Adult child programs to existing kids leagues
2. You can market new products to your existing market (winter and summer customers. I.e. Go to a baseball game at end of summer. I.e. Get a gift certificate for a high performance bowling ball
3. You can market last year’s products to new customers. I.e. Adult child program to church youth group.
4. You can market new products to new customers. I.e. Fundraiser league to church youth groups.
Once you define your strategy or any combination thereof, you can begin to clearly define your products; get as specific as possible on WHO is the target and then develop your communications; of which social media is just ONE part. Your challenge is to develop the most efficient communication strategy that meets your objectives.
Most of all, keep reminding yourself that your strategy is your business. Maybe even “tweet” about it 🙂