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To help us in the marketing department, the following is a sample of a Marketing Survey for the Area
NEW CENTER START UP
SIX MONTHS PRIOR TO OPENING FLOW CHART AREAS COVERED Ø Personnel Ø Marketing Ø Advertising Ø Outside Sales Ø Telemarketing Ø Ground Breaking Ø Grand Opening MONTH #1 (6 MONTHS PRIOR TO OPENING)
¨ Select a General Manager (we have started the list)
¨ Select a Sales Director
¨ Shop Competition
¨ Start preparation of Marketing Analysis Program (most has been detailed in the Business Plan)
¨ Order sign and Artist Rendering to be placed on site (this is to be done when Construction starts)
¨ Determine league strategies (most of this has been started) - Shift Times - Pricing - Season length - Priorities for solicitation – Method/Days
¨ Arrange for temporary promotional offices - An Office at start of construction - Furniture & Supplies
¨ Prepare promotion supplies - Facts on new center - Surveys - Counter Displays & Sales packets
¨ Prepare and place first series of newspaper ads
¨ Join Board of Trade and begin active participation in community activities
¨ Select type of league agreements
¨ Develop strategy for handling lead inquiries
¨ Begin search for head mechanic
MONTH #2
(5 MONTHS PRIOR TO OPENING)
¨ Complete the Market Analysis Program
¨ Complete plans for ground breaking
¨ Begin Outside Sales Program
¨ Continue advertising as needed
¨ Hire and train lead telemarketer
(can serve as receptionist and handle incoming calls)
¨ On-the-job coaching/training in outside sales for General Manager and Sales Director
¨ Evaluate promotional plans and adjust as needed
¨ Identify key groups and organizations within your market and begin to make frequent contact with them
¨ Begin to attend as many community events as possible
¨ Be sure to attend all Chamber of Commerce functions
¨ Conduct weekly employee meetings
- Keep everyone informed - Evaluate activities and review results - Brainstorm new ideas
¨ Order directories for telemarketing program
MONTH #3
(4 MONTHS PRIOR TO OPENING)
¨ Evaluate additional advertising opportunities (This must be reviewed constantly)
¨ 100% implementation of outside sales program
¨ Hire and train additional sales person - Salesperson could be Assistant Manager or Night Supervisor after opening
¨ Prepare and mail flyers, surveys and letters to key members of the Chamber of Commerce, clubs, industry, schools, government offices, PTA and other groups - Space mailings so that timely follow-up can be made by sales team
¨ Follow up on each mailing with a phone call or visit within two weeks
¨ Plan telemarketing program
¨ Hire and train the telemarketers
¨ Prepare and mail a newsletter to all confirmed league sign-ups - Repeat each month until center is open
¨ Evaluate promotion materials, programs and results – adjust as needed
¨ Continue community involvement
¨ Conduct weekly employee meetings - Inform - Evaluate activities and review results - Look for opportunities
MONTH #4
(3 MONTHS PRIOR TO OPENING)
¨ Begin telemarketing program:
- Calling Priority: Ø 2nd Shift Ø Weekend Ø Daytime Ø 1st Shift
¨ Conduct a review of the results of your outside sales program and make adjustments as needed
¨ Evaluate need and opportunities for additional advertising
¨ Continue activities with key groups in your market
¨ Try for a booth in shopping mall near our location on weekends (this should have been arranged already)
¨ Continue weekly employee meetings
¨ Update newsletter for the Website to show construction progress and send to all league sign-ups.
¨ Update information on current picture progress.
MONTH #5
(2 MONTHS PRIOR TO OPENING)
¨ Evaluate results from outside sales program and make adjustments as needed
¨ Evaluate telemarketing results and make adjustments as needed
¨ Plan the advertising campaign to be used with center opening We will use both local Radio and Newspapers
¨ Send out monthly newsletter with the focus of the actual opening date With the use of our web site and collected email, this can be done effectively.
¨ Begin the selection of the department heads and implement training
¨ Continue high profile in the community
¨ Continue weekly employee meetings
¨ Finalize plans, date and objectives for grand opening
¨ The Sales Director and team will follow up all interest from telephone, email and direct mail.
MONTH #6
(1 MONTH PRIOR TO OPENING)
¨ All leagues started
¨ Continue telemarketing to fill all team vacancies
¨ Make adjustments to outside sales program to include group open play events, birthday parties, corporate parties and to fill any vacant spots
¨ Plan and implement telemarketing program for Learn to Bowl classes and other key promotional programs - Calling priority - Individuals that expressed interest during pre-opening telemarketing - From directory - Customer information cards
¨ Plan and implement open play events
¨ Monitor customer service for additional training needs
¨ Conduct weekly employee meetings
¨ After the first month, conduct weekly department head and full staff meetings monthly
¨ Start promoting and selling Christmas and Corporate Events
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Date: 2016-01-14; view: 789
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