EasyBlog

This is some blog description about this site

How Much Can We Make on Coffee?

What I Learned During My Secret Shopping Mission #70

I secret shopped my 70th YMCA in North Carolina.

The New Year is always a busy time for our company. I finished setting up our third YMCA campaign and decided to stop at a Y on my way back to Charlotte, NC airport to head home. 

When I pulled up, there were signs all over the lawn about an enrollment fee special. This is such a played out promotion that is done every January at most Y’s. In my opinion, it's a bad idea to do the same promotion at the exact same time of the year. You are conditioning the market to rely on a once a year discount and wait until that time of year to join. Your marketing should be more strategic, creative and thought-out.   

I walk into a reception area with three employees behind the desk. I was greeted and asked if they could help me.

“Sure,” I said. “I’m new to the area and may be interested in a membership.”

The associate introduced me to the membership director that happened to be behind the desk. After a brief interaction, I was asked if I would like a tour. “That would be great,” I said.

After entering through a metal turnstile, I immediately saw a $1.00 K-cup machine (the first and last one I was hoping to see was on a secret shopping mission in PA) vending machine. Is it just me, or does it seem counterproductive to try and sell expensive K-cups at a Y? Do you really make any money from selling $1.00 K-Cups?

You want members to interact after workouts, right? Coffee is a great way to do that. By the same token, if you want seniors to sit and chat before and after workouts, coffee is a great way to get them to interact.

Whether you are for or against the Silver Sneaker program, a lot of Ys offer it. Want to encourage the Silver Sneaker member to swipe their card? Offer a sitting area with free coffee (have a donation box by the cups) in the morning and see a spike in senior traffic. In my opinion, you will make more money that way.

I was working with a Y in MO and they had this “coffee thing” figured out. They had a space in the Y with 6 round tables and chairs with a coffee maker in the middle. I watched groups of seniors every morning, play cards, read the paper, hang out in groups and enjoy each other’s company – drinking coffee. In other Ys I see the opposite side of the slate. They offer no coffee or seating area, and it’s a ghost town.    

Back to the tour: The representative was friendly, but that was about it. She didn’t fill out a tour card or gather any guest data, and she gave me a very basic tour. No substance, no education and no Y history. After the tour she handed me some information, but didn’t ask for the sale. I said thank you and headed out the door.

 

The critique: 

PRO:

  • Friendly staff
  • Offered a tour

 

CON:

  • Get a tour card and use it
  • Gather guest data so you can market to me in the future
  • Share what makes you different during the tour
  • Share some Y history and donation stats
  • Educate me on why I should workout with some benefits and advantages
  • Don’t sell $1.00 k-cups. Instead, set up a senior gathering area with free coffee

Stay tuned for more secret shopping missions.

 

Let Me Take Some Notes on This...
Dare to Compare!
 

Comments

No comments made yet. Be the first to submit a comment
Already Registered? Login Here
Guest
Friday, 18 August 2017