Ask Questions…Lots of Questions
Last Tuesday, June 2nd, was cold enough for snow, but as Senior VP and General Manager of the Rox and Shaw’s Center, Todd Marlin, started showing us around the facilities,even the 40-degree wind chill couldn’t keep the questions from coming out.
Most of the questions were obviously business-related: How many seats get filled at Campanelli stadium on average? What’s their target for this summer and how much do they need to cover their costs? Where do they advertise for the Shaw’s Center? But then came the genius questions.
We started thinking through the eyes of the customer. What would make us want to go to a future’s collegiate baseball league game in Brockton? Why should we get married at the Shaw’s Center? With that state of mind, we switched to questions like “What kind of beer do you have on draft? How secure is your parking? What do your event packages include and can I substitute items? Can I get pricing information on your website?”
It was easy for us (and more fun) to start jumping right over the research and go into ideas for advertising and events, but before we do that, we have to first understand who the typical Rox/Shaw’s Center customer is and the only way to do that is by asking questions. Eventually we’ll be able to develop buyer personas and once we’re armed with this information, we can then move on to brainstorming the right type of events to attract key customers.
Andrea Lebron 