Delivering Change keeps the customers coming back

We all know we have to keep them coming back in the family entertainment industry (FEC). It's all about repeat visitation (ok maybe not "all about", but you know what I mean). We spend millions to attract customers-when you include the cost of land, building, games, attractions and ongoing marketing. The more we can develop repeat customers the more our return on the investment.

A fundamental key to success for long running family entertainment centers is the ability to deliver change, over time, economically and profitability. I once asked a friend of mine, a great FEC operator, how his business was. "Great," he said, "now if I can avoid putting it (the profits) all back in (to new games or attractions)."

One way to introduce change without "putting it all back in," is your marketing program. There is a lot of low hanging fruit waiting to be picked with a little creativity. A marketing director I once worked with used to say "any excuse for a party!" meaning any excuse for an EVENT. Event Marketing-comprehensive, integrated event marketing, is super effective. Quick example: it's March, what is on people's minds? March Madness!! Its even on the radar screen of non basketball fanatics! So spend a few bucks to decorate the facility in a basketball theme (save and store for next year), bring in a few hoops for basketball contests (shoot 70% free throws and win a stuffed animal!), do contests on your coin op basketballs, have the staff wear basketball uniforms or college t-shirts, print some buttons for the staff to wear; decorate your redemption center, ask your Redemption Plus sales specialist to give you a basketball or college themed merchandise package, devote a redemption display case, fill your cranes with a March Madness mix, etc, etc, etc.

In the example above its just integrating the thinking of the various departments in your building or park. There is no extra expense. It utilizes existing budget in a creative, organized way to make a powerful statement. Now find any excuse for a party (or Event)! Create 10 or 12 different parties a year and you've really introduced change economically! Anyone care to share their thoughts and ideas?