September 2010
Party ProfessorI love that RePlay chose to do a virtual tradeshow event for this month’s edition of the magazine. So in an effort to provide a written seminar, here goes. Communication, connection and conversation are the big buzz; if we can’t get good at those in many ways, then we are going to be disconnected from our customer because we chose not to communicate with them.
I am in no way, shape or form a social media whiz or a marketing guru, but I can share with you the must-haves that I think have helped my business succeed, as well as the things that I think a family entertainment center must embrace in order to have a credible presence in the marketplace today.
The Must Haves:
1. You must have a website that doesn’t look like your brother-in-law created it in his spare time. Here is a partial list of the things that drive me crazy as a consumer and as a training company — when we go to a website to check out a client, and there are the common things I see that scream, “They don’t know what they are doing!” Out of date events, too many words and not enough pictures, difficult to move around, no easy way to find a phone number or an address. The website is a tool that gets the conversation going and plants the initial seed of your value. I’m no web expert, but I am a buyer, and I know what turns me on and off.
Your website is the front door for the young public you serve today. What are they seeing when they walk through the door? Do you have links to your Facebook fan page? Is it easy for the customer to leave you a comment? You don’t have to put the prices of your party products on the site but rather, “Call to book your event today.” I recommend that you read Broken Windows, Broken Business: How the Smallest Remedies Reap the Biggest Rewards written by Michael Levine. Since your website is often the first impression, you might never get a real chance to wow the customer because they may decide to never come through the front door.
2. You must have the willingness to communicate with your customer and your staff. Gone are the days where the owner or manager can reign from the ivory castle. The customer wants to feel like they can get to you. Does that leave you exposed as a manager or an owner? Yes, it does. Does it mean that bad things may be said about you or your business and the world can see? Yes, it does. Is that an excuse for not participating Facebook or Twitter? It is, but it is not a good excuse.
We have an incredible opportunity to create the kind of relationships with our customers that make them feel like our friends. If you don’t have a Facebook fan page or a Twitter account, I hope you’ll make it next on your to do list once you finish devouring your RePlay Magazine. Also go to www.yelp.com and get your business registered to see if anyone has been talking about you.
3. You must ask your customer, “What did you think about our place, your party, the experience?” And “Will you refer us to all of your friends, and when are you coming back?” Ask and you shall receive. Someone with a lot more insight than me wrote that quote more that 2,000 years ago, and I think it is still relevant today.
In a seminar setting, I will often ask, “How many of you are surveying your guests?” Many times, less than half of the audience will raise their hands. The feedback that I get is, “We used to do that or I’m not sure I want to know what the customer thinks.” Your customer will tell you what they like and don’t like. Incentivize them with a drawing each week to encourage them to fill out the questionnaire. Keep it short. Give them a place to write in additional comments. And here are seven great questions that you may want to use to get started:
Please rate our location using the following rating scale:
Give us a five-star rating if: We couldn’t have done it any better.
Give us a four-star rating if: We rocked!
Give us a three-star rating if: We were OK, but you could have received similar service elsewhere.
Give us a two-star rating if: You wish you had gone somewhere else.
Give us a one-star rating if: You wish you had stayed home.
Questions for the survey (rate on scale of one to five):
1. How was our staff with regard to friendliness and great service?
2. How was the food? (Assuming you offer.)
3. How would you rate our fun activities?
4. How do you feel about the value of the experience for the price you paid?
Further questions (yes or no, circle one):
5. Were you visited by a manager?
6. Will you come again?
7. Will you refer a friend?
Conclude with: Please list any additional comments that would have made your visit better. Then request contact info, including name, email, phone number (optional), date of birthday and the option of being added to the Facebook fan page to receive weekly specials.
I hope you’ve found an idea or two to help you began the conversation with your customers. Virtually speaking, we can’t afford not to communicate.
(c) All contents of this page and the entire RePlay Magazine website at http://www.replaymag.com and http://replaymagazine.com. Copyright 2010 RePlay Magazine. All rights reserved.