With the start of 2017, you know and I know that the busiest months are just ahead, but it is also the opportune time to start your planning for summer. I know. I know. You don’t want to hear about that yet, because you’re up to your eyeballs, but if not now, when? When its spring break, or some random day in late March or late April that you decide to throw together last year’s flyer?
Nope, my friends the time is now. I already have scheduled a bunch of appointments with clients to start strategizing about summer…ahead of the curve!
And that’s what I want to talk about today; “Strategy.’
You have several strategic choices. There are others, but here are three
- You can do the summer league thing, like you have done for the last umpteen years and try for a few new leagues and you might or might not be successful.
- You can restrict your leagues to Monday thru Wednesday or Thursday and concentrate on new company parties, group events and fund raisers.
- You can bag the whole league idea and just concentrate on exciting and innovative open play programs AS WELL AS company parties, group events and fund raisers.
This is not an easy decision.
The latter two options involve more risk than you might be willing to take. On the other hand, it might bring you greater rewards. Over the last several years, we have heard more and more success stories about more and more proprietors really going after the “groups” and fundraisers as well as budgeting more investment dollars into promoting open play
How do they do that?
1st, they examine their market and see how many businesses and young people 16 to 30 year old exisit in the market. If you have hundreds of companies within 5 miles of you and lots of single people in this age group, you might have less risk than you think.
2nd, they do some research and speak to people they have had company parties or fund raisers with in the past and try to gauge their level of interest for summer events. They also speak to their cosmic type bowlers and ask them about their level of interest. Now to do this right, you better have a few new concepts that you can float by them (in flyer form) so they can react to a specific program as opposed to a generic question like “would you be interested in ___________?
3rd, they develop a plan and a timeline for implementation of these programs. They develop themes for company parties and fund raisers. They develop instant gratification open play programs, so the customer has an opportunity to win something; “everybody likes to win something, right?” They test and experiment and getthie programs tweaked just right.
4th, they plan their social media programs and content marketing strategy in advance and have it schedule CONSISTENTLY.
5th, they train their employees to be inside spokespersons for the program and constantly remind everyone about your “New Summer Spectacular” coming to Happy Lanes.
6th, and finally they don’t leave everything for the last minute and then ‘fly by the seat of their pants…but that’s a whole other blog.