Understand your demographic
The key to a solid customer base is understanding your demographic. It is your job as a business owner to learn your target market well. Once you have this down, you can send target marketing effectively.
Where are your customers now?
Understanding your demographic is a start, but now that you know who you are trying to reach, you need to ask yourself why you haven’t been reaching them; where are they instead? Is there something different in the products and services they are buying elsewhere from your own? Are you offering them something new and unique, or are you off-market and not supplying a product your demographic is interested in? These are important questions and they are worth examining. Through understanding and learning these factors that can make or break your family entertainment centre (FEC), you can gain a better understanding of changing trends in your customer’s needs and demands.
Why aren’t they buying from you?
You have a product you believe in and you want to attract more of your demographic. What are their reasons for buying? What are their motivations? Consider these factors: price, convenience, style, experience and location. Some of these features are more important than others. Find the important ones and develop them to a more advanced level in your products and services. This will help your FEC stand out and attract more business. Try to get as much feedback as you can from potential and current customers to make sure you are meeting their needs.
Learn their habits.
Learn your customer’s working and leisure habits so that you can efficiently target them through online marketing, hourly/daily offers and specific promotions. Your FEC would greatly benefit from hosting events that keep kids busy during regional and national holidays, PD days and other times that parents might struggle with finding activities for their children, for example
Know their buying channels
Spare no efforts to find your customer’s most comfortable buying channels. Online reservations, online booking software, over-the-phone reservations that can be added into your POS real-time, face to face transactions, etc. should be weighted out to find which buying channel brings you the most customers. In-store, online, referral, sample trials (free play passes), or group bookings will all be important, however, one or two of these will become your star earners. Find out which of these it is and develop it to its maximum potential.
Learning about your customers is crucial and maximizing their buying power is your goal. Make sure your point of sale system is advanced enough to seamlessly handle any buying channel you pursue. Limitations in processing these channels will only serve to limit your business and earning potential.
- Earn more money with package deals
- Focus on growing your business.