The process of bowling club turnaround is divided into 7 key steps, one of which is to identify your club’s Sustainable Competitive Advantage (SCA), as explained and illustrated in detail in Bowling Club Survival and Turnaround.
Once you have a clearly defined SCA it is this that informs all of your publicity and marketing to the user groups and individuals you hope to attract as the loyal members and customers of the future.
This Marketing activity, which should be perpetual and which needn’t cost the club much in the way of hard cash, can be thought of as “promises” being made to prospective club users.
As an aside, if you are throwing real money at advertising, promotion and publicity…please stop unless you can produce documented evidence that proves that it pays for itself in new revenue every time. Please see Bowling Club Survival and Turnaround for help with this.
So, back to promises…
If you consider your marketing as promises made, then you’d better make sure you can live up to these, because nothing disappoints more than an experience that under-delivers on your expectations.
Being good at marketing is one thing, but being good at delivering, at shipping, at getting things done well and on time every time is where you can excel at fulfilling the expectations of your newly identified audience.
This comes down to your Business Strategy and although that sounds boring and maybe even unnecessary for a bowling club you can only skip this if you are already doing very well and don’t actually need help in turning your club around, or getting more members through the door or making more revenue per visitor, in which case you probably won’t have read down this far anyway!
Business strategy at first glance looks like one of those crazy, mixed up subjects that is never ending and impossible to get your head around completely…but it comes down to just one over-riding mantra:
Deliver a little bit more than you promised!
And to be able to do that you only need to keep tabs on 3 things:
Tomorrow we will look at ways to manage these 3 strategies to deliver exceptional service to your members and/or customers.
This article is an extract from the eBook: Bowling Club Membership Retention and Growth, which builds upon the concepts of the “customer” or club “user” as discussed in Bowling Club Survival and Turnaround.