I travel extensively and just got back from a tour of 26 locations in four days, most of them bowling centers, but also some theaters and standalone laser tag centers. What’s interesting from these visits is that the standalone laser tag operators always do better than those running multiple attractions. The question is why? What is it about the standalone operators? I think it’s because, for them, laser tag is their bread and butter.
They need to wake up every day and say, “What can we do to make laser tag better today?” For FEC operators, there are a lot of things conflicting and demanding their attention, so from their point of view, as long as the laser equipment works and they can run games on time, that’s good enough. But it’s not. They’re leaving money on the table. Here are some things FEC –– and standalone laser tag –– operators can and should do to get more out of their systems.
The Golden Opportunity of Briefing One thing I’ve noticed is a lack of energy from the staff members. In laser tag today, it’s too easy for the employee to enter the briefing room and simply push a button to start the video. There’s no real need for that employee to be personable. I think all FEC operators with laser tag are missing a golden marketing opportunity –– a chance to create a memorable experience ––right off the bat in the briefing room. Operators can make more money in this one area alone just by having staff members who have a strong, dynamic personality or at minimum, a sincere, caring attitude.
Honestly, your employees really don’t even need to be that outgoing. They just need to engage with your customers, saying things like, “Oh, be sure to come back on All You Can Play Night” or to let them know about the late-night adult laser tag special or deals for church groups. Don’t miss the chance to connect, upsell or cross-sell during that briefing room experience.