Strange Days Indeed, Mama

OK. We all know the past year has been challenging. But how challenging has it been?

According to recent statistics from NIH, 40% of adult Americans are on some kind of anti-anxiety or anti-depressant drug. This is up from 16% back in 2015.

To put this number in a clearer perspective, there are 235 million Americans over the age of 18; 40% of them or 94 million people are taking some kind of “mood lifting drug”

Further, women between the ages of 35 and 55 report the highest degree of usage of these type of prescription drugs. Almost half of women in this age group alone.

Maybe it’s because the burdens on the American Female this year has escalated dramatically. I’m no psychiatrist, but I can only speculate and my heart goes out to them for the work they do in keeping their family together; especially single Moms. No, I’m not discounting Dads, but just sayin”.

Further, other studies have shown that “anxiousness in the past year; no doubt due to the Covid 19 virus, grew at an alarmingly high rate across all age groups at about a 12% rate with people over 60 having the highest anxiety.

Why am I telling you this?

Well first, you already know that people are afraid to come in to our centers; some are even afraid to come out of their house so you need to make them feel as safe as possible. 

Here’s Three Tips to Help You Get Through the Night
  • If you’re not using video testimonials from people who do come into your center to reassure open play bowlers or non-bowlers you will NEVER, and I mean NEVER get them in.

After all you can say you are “safe, sanitized and ready to roll” until the cows come home (Now there’s an old timey expression that still resonates, eh?) but if someone else says you’re safe, it will have much greater credibility than if you say it. MUCH.

Don’t miss this tactic. Or you’ll be sitting around in December wondering what the hell happened.

  • Its no longer about price. If people equate high price with high quality – and they still do – than having a higher price communicates that your center is of a higher quality, most likely safer and no doubt cleaner. I think that’s a fairly easy conclusion most people would make.

Yet, I know because I speak to proprietors daily and some really don’t take this seriously. They say their customers don’t care; that they don’t even want to skip a lane and they still want a cheap price. 

When I run into that I always ask the customer if he would buy a cheap parachute or go shopping for a discount heart surgeon? Bang!  They get it and their argument stops. But it only stops if my price and quality are in sync.

  • Do you have enough of a “bucket brigade” in your center that demonstrates to your patrons that you have people cleaning, scrubbing and sanitizing all the time? If so, you will reduce their anxiousness about coming in.
Dress all of your people in bright color tee shirts that they can wear over their other garments with a saying on the front or back that reads something like “I’m a Clean Machine for you” in BIG letters. Don’t use a red color shirt. Use orange or yellow or bright green. Anything but red.  There’s a reason bulls charge red capes!
Address the anxiousness out there. Deal with the 2 out of 5 people who are in your center who are already anxious and/or depressed because its real.  You can deny it all you want and say these people are (fill in the blank here_______) It doesn’t matter. That’s the reality of 2020.

And for goodness sakes, make sure everyone of your employees are ALWAYS wearing a mask. Recent reports show that Covid cases are increasing in 36 states as I write this blog…and flu season is right in front of us.

My wife got a mask with the words “I’m smiling” on it. She never fails to get a comment like “Cool mask,” or “Cute” on it. And that makes everyone’s blood pressure go down.

To get more customers, go out of your way to demonstrate what you are doing to not just keep them safe, but to reduce their anxiety. Circle this line. Ak your employees “How can we reduce customers and potential customers anxiety? Fre
e booze is not a good answer.”  LOL

Now let’s please have a little bowling bedside manner, Dr. Proprietor.
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.

1 Comment on Strange Days Indeed, Mama

  1. Great article Fred. You were specific and gave 4 “do now” things that are sure to make a difference.

    Love ya!

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