Are you selling, educating/entertaining, or all of the above? None of us like commercials (except of course for Super Bowl Sunday’s entertaining ones), however if it weren’t for commercials, I wouldn’t know about the many products and services that improve my life on a regular basis. These, I refer to as “educating” commercials (which are most effective when entertaining). The rest are just plain and boring “selling” commercials. Luckily, at home with my PVR I can skip right through the selling commercials, but life isn’t always pre-recorded.
The lesson for me in this is: if you’re not educating and entertaining, you’re not selling. Let’s face it; if the consumer is not enjoying the message for the product or service, what is the chance of them enjoying the actual product and sustaining their business?
So are you randomly playing announcements and stuffing flyers into the face of your customers? How is promoting the local dentist, service station, or national video rental chain enhancing your customer’s experience? In my opinion, hearing about a delicious nacho platter with two loaded hot peppers, cheese, sour cream and an ice cold bud light would do a better job to improve my experience, particularly, if you bring it right to my lane! Added to that, the more fun you make it look and sound, the better the chances are to get me to take action (place the order). Call me shallow or perhaps call me thirsty and hungry just like the majority of every one of your customers. The fact is, if it doesn’t sound or look fun, I’m not going to do it.
Your challenge is to identify the points of the experience that have the most impact on your customers (food, beverage, arcade, karaoke, easy check out etc..) and make sure they know this is something they have to try. Our challenge at the Bowling Music Network is creating a compelling message that is part of your entertainment experience.
We’re ready when you are!
-Jim Juniper, Partner & Sales Director.
