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My recent Face book posts have been harping on the need for the "back-to-
basics- old- school- real- and- relevant- marketing- strategies"  that
direct the execution of specific tactics to  reach our goals.

I wrote these posts in the face of 50 to 100 posts I receive daily from
proprietors about being invited to this event, that tournament or to take
part in a special offer or two.  Mostly, I read them for content and then
go to the next post.

Now I am not saying that new media is all wrong, nor am I saying to not use
it. I would be the first one to stand up and say, "embrace it, understand
it and master it."

But let me give you an example of what I mean.  Recently, I saw a series of
communications from a noted proprietor where he sent out great emails, Face
book posts, ramped up his mobile marketing and invited people to consider
his center for a Holiday party.

So I called and asked about some information. NO ONE in the center knew
anything about it and the owner was not in.  Three hours later I called
back...and got the same answer, "Gee, the owner isn't in, could you call
back later?"

But maybe, just maybe if Mr. Owner would have spent the same amount of
time on a customer response strategy as he did on his Face book strategy,
he would have made another sale and dazzled the potential customer.

Because even with all of us using the new media, our business is still off;
our open play on weekends is hurting and our league play is flat to down.

Why?  Perhaps, it is because we have lost site of developing and tactically
implementing the basic strategies of our business.

Getting back to basics and developing relevant marketing strategies that
have to be implemented with real tactics, not just inbound marketing
communications, is something we all need to do...and do it quickly.

What do you think?

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Comment by Rob McNaughton on November 9, 2011 at 4:27pm

Being the "longtimer" that I am, I remember a BPAA Convention in 1981 or 82 in San Diego I think that was themed "Back To Basics". I'm not sure we ever learned the basics properly as an industry. We must learn to plan and communicate first to our entire staff, plan and coordinate with our entire staff, solicit input from our entire staff and make the entire staff be a part of the promotion and a part of the center itself.

Implementation and execution of the plan involves everyone in the center. A novel idea? I think not but one we seem to "misremember". Here we are talking about getting back to the basics thirty years later.

Comment by fred kaplowitz on November 1, 2011 at 3:47pm

Thanks Carey. I know where people can get the help they need to do it too.

They just have to contact you at!!!

Comment by Carey Tosello on November 1, 2011 at 9:21am
Great stuff Fred! Using new media is a start, but you have to be prepared for the finish if you want to make a difference.

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