The People Attraction

Transcription

1 The People Attraction

2 Who Are We? The People Attraction Amusement Park Family Entertainment Center Water Park Bowling Center Here to Learn MOJO Mantra: Revolution Start simple, and always grow

3 Today s Program The People Attraction Look at the US The New America Meet Frank Experience Destination Journey Path Evolution MOJO Revolution

4 Peter Starkel: The Branding Guy Customer Advocate Helps to streamline communication Collection of the best FEC s in the country Access to Useful Industry Information Cataloging FEC s Nationwide MOJO Mantra: Start simple, and always grow Revolution

5 How Do You Measure Success? Revenue? Profit? New Customers? The People Attraction MOJO Mantra: Revolution Start simple, and always grow

6 How Do You Measure Success? Revenue? Profit New Customers? The People Attraction MOJO Mantra: Revolution Start simple, and always grow

7 How Do You Measure Success? The Goal: Discretionary Income MOJO Mantra: Revolution Start simple, and always grow

8 The Old America Adjusted Income $50, MOJO Mantra: Revolution Start simple, and always grow

9 The New America Adjusted Income $48, MOJO Mantra: Revolution Start simple, and always grow

10 The New America MOJO Mantra: Revolution Start simple, and always grow

11 The New America MOJO Mantra: Revolution Start simple, and always grow

12 The Goal: Discretionary Income Mantra: Start simple, and always grow

13 The New America 27% 25% 17.6% 13.5% 12% 6.75% 2.3% Percentage of the Population 2011 Middle Class don t spend Upper Class aren t plentiful

14 The New America Mantra: Start simple, and always grow

15 The New America High Educated People Expect More

16 The New America Social Seekers Esteem Seekers You Must Adjust Your Experience

17 The New America Esteem Seekers are Healthy Do you have healthy choices?

18 The New America Esteem Seekers are Healthy Do you have healthy choices?

19 The New America Esteem Seekers are Mobile Android 52% iphone 39% Other 9% They know how you are doing

20 The New America Esteem Seekers Do Their Homework They know how you are doing

21 The New America Expectations of Staff? Clear Communicators Polite and Helpful Engaging Hip and Fun Does this sound like your staff?

22 The People Attraction The Economics: Experience Training Standards Measurement Nicer Uniforms Cleaner Facility What is the cost neglect?

23 The People Attraction The Economics in 2013: Goal: 60,000 annual visits 60,000 -vs- 20,000 x 3 Cost of Acquisition: $14.57 $874,200 -vs- $291,400 Who can afford to visit frequently?

24 The People Attraction Esteem Seeking Families MOJO Revolution

25 The People Attraction Active Young Adults MOJO Revolution

26 The People Attraction Research and Evaluation Market Research Psychographics not Demographics Families vs. Empty Nesters Young Active adults vs. Middle Aged MOJO Revolution

27 Keep the Conversation Going FunAdvisors.com Market Evaluation Brand Strategy Revenue Building Web Solutions The People Attraction

28 Established 2000 New starts, modernizations and existing owners Customized key revenue party and event profit centers Expert in interactive, emotionally charged birthday programs Customized party/group systems & manuals, training Building The Perfect Staff. Opening team selection, and placement by personality temperament type and training systems. Development of a service to experience destination culture, implementation and training. Birthday University - teaching thousands of family entertainment enterprises the business of remarkable and profitable birthday parties for the past fourteen years.

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31 Bain & Bain Survey of 362 Guests and Companies While 80% of the companies Surveyed believed that the experience they provide is superior Only 8% of the guests surveyed described their experience as superior.

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34 It s Built From the Top Down! With all due respect the fish stinks from the head down!

35 What s most important to you in your life? (founder or owner) #1 #2 #3 #4 What s most important to you about the guest s experience at your business? What has to happen in order for that to happen?

36 A Service Culture starts with Task Mastery Owner Founder What s most important Executive. Management Meaningful service stories Lay the groundwork with Core Values Core Service values Everything is in alignment from the top down Vision Story Virtually defines the service theme when it s done perfectly Create Service Values Performanc e agreement headers Core & and service values become Performance Standard headings Write a Customer Service Journey Path Generate Service Standards Install in Service tools Vision Story, performance agreement & measurement Define Service tasks Uncover and define service Standards and leaks Appearance Process manuals Handbook What they do Define Guest Expectations Defines Performance Guest Centric Employee policies given before accepts job Appearance & uniform standards Communicat e win - win From Their perspective Employee s can now choose to perform Ongoing management and Leadership tools Department manuals & Training quiz

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39 Front Desk Customer Journey Map Expectation Smile Identify and meet my needs Specials / discounts explained Attraction locations and updates Listen, empathize TASKS immediate, attentive, helpful Explain good deals Sell me only what I need Program descriptions Fix it now Just right amount of energy - Explain how they work, Speedy, accurate, pleasant Daily schedules Mistakes compensated not obnoxious what's best for me No delays Friendly - Small talk Clean, organized, Responsive, informative, helpfulget them to where they want to go Personalized conversation Give me reasons to remember you Quick and simple accessible, identifiable Move to correct department, Smooth process, understandable packages Eye contact Give me reasons to come back Transparent information updated and accurate Quick and simple Get to know me Make me feel important A means of 2 way communication message returned promptly A means of 2 way communication Eliminate my frustration Acknowledge my visit Visual Greeting Phone Promotion Check in $ Transaction Interaction Directions Exit point Service Data base impression knowledge Check out Reservation Information Recovery Failure What would failure look like?

40 Standards are the required minimum level of performance or the pre-agreed upon level of quality. They are the foundation of any business s experience

41 Pssst You want to know who we are, what we do and why we are so much better?

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43 Destination

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45 Let me tell you my story

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57 They ll be the difference

58 To push or not to push

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62 Front Desk Customer Journey Map Expectation Smile Identify and meet my needs Specials / discounts explained Attraction locations and updates Listen, empathize TASKS immediate, attentive, helpful Explain good deals Sell me only what I need Program descriptions Fix it now Just right amount of energy - Explain how they work, Speedy, accurate, pleasant Daily schedules Mistakes compensated not obnoxious what's best for me No delays Friendly - Small talk Clean, organized, Responsive, informative, helpfulget them to where they want to go Personalized conversation Give me reasons to remember you Quick and simple accessible, identifiable Move to correct department, Smooth process, understandable packages Eye contact Give me reasons to come back Transparent information updated and accurate Quick and simple Get to know me Make me feel important A means of 2 way communication message returned promptly A means of 2 way communication Eliminate my frustration Acknowledge my visit Visual Greeting Phone Promotion Check in $ Transaction Interaction Directions Exit point Service Data base impression knowledge Check out Reservation Information Recovery Failure What would failure look like?

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64 Evolving to an Experience Destination Starts With Your Service Foundation and Core Values Add Emotional Touch Points Define and Write the Experience Journey Path Add Experience and Environment Standards Create A New Performance Agreement Owner Founder Executive Mangt. Guest Desires Define Emotions Add these emotions to the Vision Story Update performance agreement Communicate win - win Process manuals Emotions aligned with core values Meaningful guest and personal experience stories Guest Journey Redefined Look the Brand Match emotions to the Brand Personality Virtually elevates to an experience theme When it s done perfectly with emotional connection. Constantly evolving Used as an ongoing Leadership tool Update Department manuals & training quiz Emotional touch points defined Appearance & Uniform freshened Defines Performance

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66 Front Desk Customer Experience Journey Map Treat like Add Emotion Long lost friend Signature Move Ask who they Sing your promotions want to be Acknowledge their disappointment Tell personal story Queue line game Expectation Smile Identify and meet my needs Specials / discounts explained Attraction locations and updates Listen, empathize TASKS immediate, attentive, helpful Explain good deals Sell me only what I need Program descriptions Fix it now Just right amount of energy - Explain how they work, Speedy, accurate, pleasant Daily schedules Mistakes compensated not obnoxious what's best for me No delays Friendly - Small talk Clean, organized, Responsive, informative, helpfulget them to where they want to go Personalized conversation Give me reasons to remember you Quick and simple accessible, identifiable Move to correct department, Smooth process, understandable packages Eye contact Give me reasons to come back Transparent information updated and accurate Quick and simple Get to know me Make me feel important A means of 2 way communication message returned promptly A means of 2 way communication Eliminate my frustration Acknowledge my visit Visual Greeting Phone Promotion Check in $ Transaction Interaction Directions Exit point Service Data base impression knowledge Check out Reservation Information Recovery

67 Peak and end times are the most memorable! Where are your Peak & Ends

68 Value in the mind of today s family is the measure of Was it worth what I paid for? Tells me Will I come back?

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71 Interacting everyday Make a game of everything Create a show for everyone that s engaging Personalize each experience

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81 Creating Experience Destinations