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At the Bowling Summit this week in San Antonio, TX I had an opportunity to
sit through a social media session or two. What struck me was the single
mindedness and sometimes seemingly, frantic need to be “noticed, opened,
clicked, engaged” as a measure of your marketing success.
I always thought it was ultimately to have someone buy something from me.
It was all great stuff and I picked up a few nuggets from the speakers vast
knowledge. But, and it’s a big but, no one got down to the strategy of it
all. Oh sure they talked about segments and defining your target, but basic
strategy was just a whisper in the dark. And I think that’s where we all
fall into the “tactic trap.”
Instead of really spending time on defining strategy, we go right to the
“to do lists” of fliers, announcements, Facebook postings, tweets and
emails. All relevant stuff, but NOT the foundation of your business.
Your strategy is your business.
Most proprietors will tell you their targets are families and they are a
family oriented business and then spend an inordinate amount of time and
money trying to attract the 18 to 34 yr segment during weekday nights.
Maybe they should spend that effort trying to perfect their “family
products." You think?
Your master strategy is to decide who you are now and who you want to be
(providing that new position is not only viable, but credible. More
importantly, what is your Unique Selling proposition and why should I buy
from you vs. someone else.
It’s OK to be a traditional bowling “alley." It’s OK to be a Family
Entertainment Center. It's OK to be whoever you want, as long as you have
customers willing to buy "YOUR UNIQUE" products.
But it’s not OK to try to be something to everybody.
So here’s my take on strategy, specifically related to yoursummer marketing
needs. In fact, here are your choices:
1. You can market last year’s products to your existing market
(winter and summer customers). I.e. Adult child programs to existing
2. You can market new products to your existing market (winter
and summer customers.I.e. Go to a baseball game at end of
summer. I.e.Get a gift certificate for a high
performance bowling ball
3. You can market last year’s products to new customers.I.e.
Adult child program to church youth group.
4. You can market new products to new customers. I.e.
Fundraiser league to church youth groups.
Once you define your strategy or any combination thereof, you can begin to
clearly define your products; get as specific as possible on WHO is the
target and then develop your communications; of which social media is just
ONE part. Your challenge is to develop the most efficient communication
strategy that meets your objectives.
Most of all, keep reminding yourself that your strategy is your business.
Maybe even "tweet" about it :)
Fred Kaplowitz can be reached @ 516 359 4874