Blog – The Kaploe Group

As The World Turns

Thu, 11 Jul 2024 01:00:00 GMT

While my granddaughter was getting a haircut, her Mom, my daughter, was supervising, so all I could do was wait.

I picked up a magazine and the first article that caught my eye was a story about one of the longest running soap opera; As the World Turns which was an American television soap opera that aired on CBS for 54 years from April 2, 1956 to September 17, 2010.

Running for 54 years, As the World Turns holds the second longest continuous run of any daytime network soap opera on American television.

On December 8, 2009, CBS announced that it was canceling As the World Turns due to low ratings which were due to changing market conditions with men now doing housework too!

The age of the “housewife” was over.

As the World Turns became the last remaining Procter & Gamble -produced soap opera.

Starting on radio in the early 30’s, P&G produced dozens of different soap operas consistently targeting its then prime customer, the American housewife.

What made this show so strong for so long?

What made 10 million daily viewers so loyal for several generations?

While I was never a viewer of this show, except when I was sick and watching day time TV was a simple diversion, I understood its addictive draw.

Day after day, its viewers were waiting to find out the next turn of events. The article stated that many viewers had been watching the show every day for 20, 30 or even 40 years. Blew my mind!

But it did get me to thinking

What if bowling proprietors got on a roll (no pun intended, well maybe) to get one generation of people to pass down their love for bowling to the next generation, similar to what As the World Turns viewers did for their children and grandchildren, maybe directly, but always indirectly.

So here’s the challenge.

On every type of communication you send to your various audiences (digital, direct mail, in center flyers, company party or fund raiser brochures, etc.) just jot down a line at the bottom that reads:

“Take a Kid Bowling at (center name) Today. You’ll Be Glad You Did.”

Or you can use the tagline or headline (BELOW) I have been using for many years...with lots of views and more importantly reservations and visits

“ Be a Kid with Your Kid at (center name) Today & Go Bowling Together.”

Will you do this?

Vision is Everything

Sun, 21 Apr 2024 18:21:55 GMT

Make a New Plan, Stan

We are just two months from the crucial “planning season” for fall programming.

Unfortunately, many proprietors tend to delay their planning process until late July or early August. This last-minute rush often leads to chaos and firefighting, which can be avoided with early and strategic planning.

“Why even plan?” says proprietor X. “I'm just going to roll out my leagues from last year, update my flyer, and post on my website, social media, and all the other communication tools I have.”

“Yes, you can do that,” I say, but what makes you believe you will get similar or better results? Has the world changed in the past year? Do your customers have the discretionary income to afford your leagues this year? Has a significant industry closed in your marketplace, affecting the employment rate? Maybe you need to investigate new trends. How will you configure your price structure for bowling, food, beverage, vending, etc.?

Here’s my take:

Planning is not just about setting goals. It's about setting boundaries. These boundaries guide you on what to do and what not to do, ensuring your efforts are focused and organized. Embrace these boundaries, and you'll find yourself more efficient and effective.

OK, say I, but planning deals with human and economic resources, focusing on scarcity, quality, time, and knowing what you don’t know.

Plans are not rigid structures but flexible tools that allow you to adapt and adjust as needed. A written plan can be inspected and altered as frequently as necessary to ensure your goals are met. This flexibility should reassure you that your goals are achievable and tangible.

If you want to make sure your plans are rock solid, text or call me for a free chat. (516)-359-4874

Don’t Let Perfect Stand In The Way of Good

Wed, 03 Apr 2019 22:30:00 GMT

The Strategy of Authenticity

Wed, 27 Mar 2019 00:30:00 GMT

We had still another stage to the program.    George asked his employees to talk about their experiences at the center.    They enthusiastically agreed and were eager to share.    We built a new column in his newsletter (he already had one) about his “team” so customers would get to know his employees on a personal level and feel closer to his bowling center “family.”

It wasn’t hard to build this comprehensive strategy.

All we were going to do was tell the truth; be authentic and stick to our core values.    George knows he can’t be an FEC, but he now knows that being the best version of his business is his best strategy.

I think George is going to do all right.    Do you?

New Title

Do You Have A Customer Knowledge Strategy?

Tue, 19 Mar 2019 10:00:00 GMT

10 Ways To Tell if You Nailed Your Marketing

Wed, 27 Feb 2019 01:00:00 GMT

You have prepared at least a three month plan (three months in advance) that covers all aspects of your marketing from strategy to social media to training to inside and outside sales and are always ahead of the curve. You have a clear understanding of what specific audiences you are...

You Always Have A Choice

Sat, 23 Feb 2019 12:30:00 GMT

Try to run the numbers and see how many special events or fund raisers you would need to exceed your revenue from last summer by at least 15%

Use 5 % of last year’s revenue for your promotional budget to achieve these results
It will take a little time to do this, but based on your demographics, market size, companies and personnel, you could find yourself in a much more profitable position come September.
It’s your choice

I have a PDF deck on “how to do” fundraisers and company events. Please let me know if you want it.

It has all the elements and “how to’s” you will need to get your summer rolling. There is no charge for this information, but If you like what you see, I’m available to assist you with your summer marketing programs on a project basis.

Please email me or call me if you want the decks or have any questions. Regards

Cell Phone Walking Tells Me about Product Differentiation

Sat, 16 Feb 2019 09:00:00 GMT

I went to visit a friend last week in Manhattan and while walking down the street, I noticed that everyone, and I mean everyone, had their heads in their phones. Even people walking in groups or couples were talking on the phone and talking to their friends at the same time.Even my...

Two Questions To Answer To Build Loyalty

Thu, 07 Feb 2019 01:00:00 GMT

All good stuff to do if you’re looking for quick results, but answering these types of questions won’t help you to build long term brand loyalty. That’s because these are all price specials in some way shape or form. And price will get them in the short term, but not in the long term. Worse, you will have trained them to buy your product only when it is on sale. Would you buy a mattress or furniture if it isn’t on sale?

Of course not and that’s why they are always on sale!!

The better questions to ask, if you want to be “a- long- term – in- the- game- strategic – marketer” are:

These are much different questions, albeit more difficult to answer, but if you answer them and are able to anticipate your customers’ needs even before she knows what they are, you have a better chance of building loyalty and brand identity than your competition.

Think about this. Your customer wants to buy a “time experience” because she is too busy and is trying to squeeze in some quality time with her kids. And you’re still selling bowling by the game even though she has called a hundred times and asked you, “How long does it take four people to bowl two games??”

If you figure out what she wants before she does, that’s the only loyalty program you really need,

Think about it, OK?

How to Solve a Marketing Problem?

Tue, 05 Feb 2019 03:00:00 GMT

Whatever your budget is in time and money, spend at least 5% of your time and money on making sure this “spec” is as complete as possible.

Your staff will like this process allot.

They will feel empowered.

And more importantly you’ll get better ideas…which will lead to better results.

You’re Only Doing Selly, Selly, Selly to Me and I’m Unsubscribing!

Mon, 21 Jan 2019 18:46:00 GMT