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A very wise Joe Schumacker once told me-and displayed it very
graphically-that over the years regardless of the region of the country,
“May is The Ditch”. Its when bowling really tanks. Since then, some people
have reminded me that June isn’t that much better.
“Great” I say, “what are you doing about it?"
More often than not, center operators do several things:
1. Cut operating hours
2. Scale back on any advertising
3. Reduce restaurant and bar hours
3. Cut payroll
4. Go to the bank and borrow summer money
Because this is what has always been done!
Instead, why not try something different?
If you’re already in the Kids Bowl Free program, than promote it and get as
many people to come into the center as possible.
Here are two suggestions for May and June:
1. Set up a sales station in center with banners, posters, fliers,
balloons and information about 8 week short season fun bowling programs,
selling adult child or just child programs where everyone gets a new
bowling ball. Man or “woman” that sale station with you best employee who
likes people and has a real passion for getting kids and adults to bowl.
2. Give away parties to companies in May and June. Yes, give them away.
The more people that come in, the more names you get the more food you sell
and the more alcohol sales you make. More importantly, you set up selling
situations to get these companies to bowl every other week, once a month or
schedule quarterly bowling parties.
For those of you adverse to “Freemiums” as I call it, imagine if you had a
fruit stand and you were giving away real samples that cost you hard
dollars. When you give away a bowling game, you give away a product with a
low low cost for a potentially high return. What's the lifetime value of a
league bowler? Over $5,000!!!
Or you can do as you always did...and get what you have always gotten.
Thank You for reading this. What do you think? What are your comments?
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Good luck and good hunting.