Bowling Industry Online

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Click on 'View Fred Kaplowitz's Blog' above to see all my posts.

1. The only tools you have are persuasion and experience. Use them judiciously. You are in control if you THINK you are. This is especially true of managing employees and managing the marketing process.

2. Constantly think about how to improve your customer’s experience. Carry a pencil and paper with you at all times. You never know when an idea will hit you and the “spirit” moves you. "What did you do today to increase your company's revenue?" is a sign I keep in my office.

3. Spend time at your business, especially on Friday and Saturday nights. See what open-play bowlers are doing and how they "buy” your product. See the customers. Talk to them. Speak to the desk people, the mechanic, the porter and the waitress. They are closer to the customer and can provide qualified feedback to you.

4. Visit other businesses in the area. What are the restaurants, health clubs, nightclubs and bars doing to attract and retain customers?

5. If you find yourself just trying to “get through” the day, stop! Challenge your self to not just get through, but to get through with the mind set that you can make a difference in the results of your business…if you want to.

6. To determine if your marketing recommendation is the best it can be, ALWAYS perform this mini exercise:

* What is the specific problem - be VERY specific - you are trying to solve or
opportunity you are trying to maximize?
* How many different recommendations could solve this problem?
* Why is the recommendation YOU chose, the BEST one?
* Will your target segment be 'wowed" by the offer?
* Is it ethical?
* Does it represent a good value?
* Is it easy to communicate?
Would you or your spouse or kids/teens buy it and what pleasure would it increase or what pain would it reduce?

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