I keep waiting for someone to tell me what their strategy is. Every now and then I run into a proprietor who has a very, very clear understanding of his strategy and how to make that strategy work for him/her.
Usually when I speak to proprietors they are looking for new tactics… as I call them. But in reality they’re just looking for new digital magic tricks that will instantly drive traffic into the center and convert those people into more “frequent customers” or “8 to 34” week league bowlers.
Sorry, it doesn’t work that way.
Because if you jump into tactics before deciding what your key strategies are, you’ll be playing a marketing game of “try this, try that” and you will never know WHY you were successful or unsuccessful.
Too often if something didn’t work, we try to “brainstorm new ideas” and then pick one. Seems like something isn’t right here. Shouldn’t we be defining why the program worked or didn’t work?
Maybe it was one or two or more of these reasons?
- Not enough digital and/or old school media frequency?
- Wrong product for the target?
- Maybe wrong market for the product?
- Message didn’t resonate with target audience?
- Message was too confusing and cluttered?
- Customer didn’t see value in product?
- Wrong timing?
Better to find out why your program was productive or unproductive first before playing a new hand.
I mean really find out.
No guessing or assuming allowed