You Really Need a Hero

Ever fall in love with a promotional idea that you thought was so good, it couldn’t fail? Of develop a promotion that was so good, it brought in too many people; and they spread out to only two on a lane…and you felt like you had to put restrictions on it…and it ended up dying?

Yes, we have all been there. Being just a little out of sync with the customer is what causes these types of problems. It’s what causes us to feel like we failed, even if, in reality, we didn’t.

When we fail to check what the customer needs to know or wants to hear, we are simply tuning out needed input and listening to ourselves because “we know what the customer wants.”

Maybe we do, but it’s not hard to ask two questions:

  1. What are the three most important things you want the customer to know about your new promotion or service
  2. What are the three most important things the customer wants to know

In the end, it’s the customer, not the business that becomes the hero. It’s the customer that eventually and finally creates your brand.

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.

3 Comments on You Really Need a Hero

  1. Great post Fred,

    In the bowling industry we have tried to force feed old products to a new generation. The average 21 year old who does want to bowl league doesn’t want to bowl in the same type of league their Great-Aunt bowled in. The same is true with open play. Boring doesn’t sell.

    While other centers in our area have cut back on the number of days a week and number of hours per day they are open we have increased ours over the last 10 years. Being open 365 days a year and late night most of the week gives us a unique selling position.

    If you don’t think being open 365 can work take a look at the movie industry. While most bowling centers close on Monday, Tuesday and Wednesday in the summer because nobody want to be inside on a warm sunny day in the northern states the parking lot at the local movie theaters is packed.

    It wasn’t this way in the 1970’s but they adjusted to the times and reaped the benefits. Some are even doing free movies for kids during the early hours of the day (sounds an awful like Kids Bowl Free to me) relying on concession sales to make a go of things and bringing adults back into theaters that might not have gone for awhile. As Kids Bowl Free members know, nothing draws a crowd like a crowd.

    Many younger adults like to stay out late and others are forced to because of work schedules. Being there for them creates a loyal following that is willing to talk up your business in the community. It is not unusual for us do more business after 9 p.m. than before. Other locations, if open later, they are usually uninviting and “trying” to clean and close. Cross your fingers and hope the movie gurus don’t figure this one out too.

    Understanding your customers and giving them what they want and not what you want to sell works.

  2. Thank You Lou.

    I’m glad we reconnected. Your comments are always provocative and well thought out and I really enjoy your insight. How do you like my new site

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