When my son and daughter were 8 and 5 respectively, attending bowling or laser tag was often the “go to” choice for birthday parties. As a result, both of my kids were signed up to receive special deals for bowling around their own birthdays. Just last week, my daughter received her annual birthday bowling deal in the mail. The problem? She’ll soon be 16 and hasn’t bowled at that particular facility in nearly 7 years.
Have you checked your customer lists lately? Instead of sending the same thing every year (or every month or every week), check your list to make sure it’s updated. How many of your coupons have been returned and used? If the customer hasn’t responded, then make one more unique offer or move on to the next prospective customer.
Of course, there are other issues with the bowling tactic: A sixteen year old doesn’t respond to mail as well as a text or an email. And in today’s high-tech society, why waste your money “prospecting”, when other methods are free?
I worked in direct response advertising for nearly twenty years — when I started, mail was our vehicle. Today, there is so much more. You can collect customer names and email addresses, ask if you might text them for special deals (Brian’s DogHouse Grill can tell you more about that!), or personal phone calls for your special customers.
Update your lists, monitor your responses and make a unique effort to contacting your prospects and customers. I guarantee, you’ll save money and you’ll bowl people over!