Vol. XIV, No. 3, April 2014
It's counter intuitive; Additional by subtraction
The following article appeared in Birthday University’s recent email newsletter and is being reprinted here with permission.
The next Birthday University will be held May 21-22 in Raleigh, NC. White Hutchinson has a number of free, yes FREE scholarships available for our readers. The regular registration fee is $399. If you would like to attend for free, just email Frank Price at fprice21@aol.com and tell him you read about the scholarships in our Leisure eNewsletter.
- Charging more means less people
- Less people means less parties
- Less parties mean better parties
- Better parties brings better customers
- Better customers are willing to pay more (It better be worth it!)
- Pay more equals greater profits
- Go back to number #1
Seth Godin
Marketing Guru
"I'd much rather work with someone who says, "what have you got that's expensive... but worth it?" Not because that person is about to pay money, but because that person is focused on "worth it."
Seth Godin Marketing Guru and
author of 12 best sellers on the subject of marketing.
Seth's Blog
BU party concepts check list
"BU alumni or those wishing they were, here is a simple check list to achieve a more profitable birthday program. You say it's good enough for now ... the family market has changed dramatically. If you are delivering the same offering you did, even a year ago, you are in for an awakening of nightmarish proportion."
- Recruit and hire personality - train systems and skills
- Host stays with the party entire time - from start to finish
- Interacts with party group - assuring birthday child is the center of attention
- Changes what you do with or on attraction(s)
- Makes everything a game from start to finish
- Personalizes the interactions
- There to eliminate parents frustration
- Great flow - stage - attraction(s) - party room - arcade - redemption
- Definite a start and end to each party
- Understand and establish a system for late party guests
- Party room turnover - schedule for efficiency, max inventory and profitability
- Re-entry offer to keep them around
- Price & Package for the best experience and profit
- Eliminate lower priced packages - do not compete or attempt to draw with price or package inclusions - but by the unique way you deliver your party
- Choose one strategy or the other - High quality/low volume/higher price or Lower quality/high volume/ low price
- You can't be everything to everyone - choose one market and be the best at it.
- Create party packages that do not cause frustration
- Unlimited rides will cause frustration
- Too many kids in the main party offering (15 or more)
- All of the above will allow you to become more profitable
- Attracting a better customer
- Able to charge more
- Increases profit - doing less but better parties
