During the course of more than 150 client visit days per year, I cover quite a bit of territory and have been fortunate to visit many types of bowling centers. New ones, old ones, small ones, large ones, chain operated centers and even some military and overseas centers. Invariably, and probably because of my travels, I am asked the question, "So Fred, what's new out there; what's going on around the country?" I frequently respond that what I am seeing more and more are proprietors who are putting out remarkable products. Not just very good products. Remarkable products. What do I mean by remarkable products? Well, let me tell you what I don't mean. I don't mean great advertising. Nor do I mean super cool brochures and flyers. And I definitely don't mean the newest twist at discounting or cheap pricing.

What I mean is a Purple Cow™. If you haven't read the book by Seth Godin, run, do not walk to your local bookstore and buy it. It will be a marketing classic; if it is not already.

A Purple Cow, eh? Think about it. You and your family are riding in your car, taking a leisurely drive in the country when suddenly around the next bend is a field of cows. They look so tranquil and peaceful and everyone is happy to see them. Then around the next turn is another field of cows. Everyone is still happy to see them. By the fourteenth field of cows, well, they're just cows and everyone has kind of dozed off; no longer impressed with the cow scenery.

But suppose at the next bend in the road, you came across a field of cows and standing in the middle of the herd was a purple cow! You would probably hit the brakes, come to a screeching halt and everyone would pile out of the car to look at the purple cow.

So here's the question, how many people see your center and your products as a purple cow? How many are coming to a screeching halt and going inside to see your "purple cow?"

To break through in today's "look at me, see me, touch me, buy me world of instant gratification (that isn't quite fast enough), we need to have not just a very good product, but a product that truly sets us apart and makes us remarkable.

Very simply, the world has changed; there are more choices and consumers have less time to sort them out and find their purple cow. You have to make your purple cow stand out. In our post TV world, marketing is no longer just about making an attractive offer. Rather it is about designing and making a remarkable product in the first place. Think Sony Walkman, digital cameras, Nordstrom's. Think Pet Rocks.

Services and products that are worth talking about get talked about more often. The question now becomes how do you create a product that gets talked about? How do you create an idea that will spread?

Remember the early innovators of "Cosmic Bowl"? Remember that some people said it was a fad? Well those early innovators didn't need a whole lot of advertising to sell their cosmic experience because they created a remarkable product that people wanted. Here's what really happened:

These early innovators didn't try to create a product for everybody. Instead they created a product for teens and young adults who liked going to concerts; liked the light shows and liked bowling and were a growing demographic segment.

They realized that products for everybody were all taken. They targeted a niche instead of a huge market. They were successful in getting to those people who were "early adopters"; that is the small part of the teen and young adult audience that would spread the word about cosmic bowling being new and cool and fun and something you just HAD to see and do for yourself. They even brought new customers to the center!!

Today, I see proprietors as well as other small business owners try to advertise to everyone. Advertising agencies have sold clients on the need for "awareness". The fact is you need to advertise when customers are looking to buy. That's why we advertise our clients' cosmic bowl about 72 hours before Saturday night; that's when customers are looking to buy entertainment.

Advertising is hard. You have to find a stranger, reach a stranger, teach that stranger, and then get that stranger to walk into your center to buy bowling. Whew!

Look at other ways to get to your customer prospect. Do you have the e-mails of the top 20% of your customers? If you did, what would you do special for them besides offering a discount? Would you create a special event for them? What would you do to get them talking about you?

More importantly, you must develop products that people "seek out". How about Godiva Chocolates or Starbucks coffee? Because at the end of the day it is the center with the product that creates passion and desire that people will drive across town for. It's the center with the purple cow.

And that's what we at the Kaploe Group does for our clients. We Help Them To Build Purple Cows. Call me at 516-359-4874 and I will be happy to tell you about a few of our purple cow success stories.

What The Kaploe Group™ Can Do For Your Business
Advising, consulting and problem solving for bowling proprietors and suppliers nationwide on such key business building issues as:

_ Marketing and strategic planning
_ Competitive analysis
_ League retention and development
_ Open play marketing
_ Database development and usage
_ Cosmic bowling re-invention
_ Birthday party programming for kids, teens and adults
_ Corporate programming
_ Fundraiser planning and implementation
_ Customer service seminars
_ Special event programming
_ Joint tie-in local sales programs
_ Creative communication strategies and professional execution of all media forms from flyers to web site marketing
_ Media planning, buying and tracking
_ Customer demographic research and analysis
_ Variable expense reduction
_ Inventory control
_ Cost of goods controls
_ Employee training
_ Capital expenditure planning
_ Formal budgeting and tracking implementation

Our team is always ready to serve you - contact us any time!
The Kaploe Group™ brings a dedicated team of professionals to help you grow your business. Our service to your business includes an on-site meeting each month and constant ongoing work on your behalf throughout the month.

While one Kaploe Group executive is assigned to an account, our entire team often helps out with various projects and serves as resources for every client. Unlike a doctor, who only prescribes the medicine, we help you take the medicine through expert follow up and assistance with execution.

Contact the Kaploe Marketing Representative closest to you