Is Your Marketing Just Dust In The Wind?

We’re all our own little media companies now, aren’t we?

We don’t need no stinken TV, Radio, Billboard or Newspaper. We don’t have to pay to reach people.

Nah, amigo; we can do it for FREE.  And that’s always the right way to go, right?

We can send out coupons and price offers as many times as we want and when it doesn’t work we blame the tech stuff; we rarely ask to investigate it deeply.

We just look for a reason it failed such as:
ü  The tech kid we hired didn’t send it out on time
ü  It’s the economy
ü  The offer was higher than my competitor
ü  It’s the economy
ü  The audience gets bombarded with stuff, only 10% opened it
ü  It’s the economy
Yet, we can print our own newspapers, create our own TV commercials and stream them via the net to our audience. We can make our own pod casts and send them to our audience to get them to listen to our message.  We can search engine optimize till we are blue in the face; we can Google + our friends and set up our sites, blogs and communications for mobile.  
And most of you have, but guess what? IT DIDN’T MAKE YOUR REGISTER RING.

We can even send out customized messages to micro segments, (very small niche markets. An example of this micro segment might be non athletic kids who are more into tech than sports to get them to bowl in a Hi Tech league only for kids who are into tech).
Yup, you’re your own little media company and perhaps you have been doing some or many of the above mentioned strategies.  Then why hasn’t your business really, really improved. Maybe being your own media company isn’t enough.  Very clearly, IT IS NOT.


Always has been and always will be.  It is about your brand (in the old days this was called “image”) and how it makes people feel. Do they get all nostalgic and feel happy when they think of your center and fondly remember the happy times they had there as a kid or is it merely dust in the wind? Perhaps the mention of your center conjures up nothing. No positive feelings. No negative feelings. Just apathy. Pure sucky apathy – he’s the toughest competitor you face

And that is the worst place to be.
Because getting people off of their apathy to do anything when they don’t know if it will make them feel good is a difficult task at best. Proprietors all over the country tell me how hard it is to get people to just open play bowl at 9pm, let alone league bowl.
My father would come from work at about 630, have a cup of coffee, eat dinner, shower, get his bowling duds on and go bowling at 9pm. Often he would come home at 1am or 2am feeling “happy.”  Not drunk or even close to it. He was just happy that he chose to spend his time at a place that made him feel glad all over.

And then this phenomenon disappeared.  “Hey what happened? Where did it go?”, we proclaim.  Too late.  You missed the changing message.

Sure it was a different time. A different economy and a different demographic society, but the one clear and decipherable fact was that HE Liked It Enough and It Resonated With Him Enough That He Was OK With Bowling At 9pm.  

The brand of the bowling center (the experience) made him happy.

What message are you putting out there? What do people remember or think about when they hear your bowling center’s name or is merely dust in the wind that blows in one ear and out the other.
Message for today You have all the high tech tools you need to reach people; to build your brand identity and to tell stories about your business that makes a human connection
Or are you going to sit there tonight and just send me another freaking coupon for Cosmic Bowl?  
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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