Issue link: http://read.uberflip.com/i/1413077
5. Message » Must be clear and focused on intend- ed audience. » How/why does your product/service fulfill or solve the consumer wants, needs and problems. 6. Strategy » Who will deliver the message? » When will the message be delivered? » How will the message be delivered? • Advertisements, direct mail, email campaigns, press releases, commu- nity events, word of mouth. 7. Media » Magazines, newspapers, newsletters. » Radio, TV, websites, emails. » Fliers, brochures, postcards, coupons. » Social media – Facebook, YouTube, Instagram, Pinterest 8. Measurement » Create and implement mechanisms to measure effectiveness. • Are we on track to achieve our objectives? » Adjust message and strategy as need- ed to meet objectives. CUSTOMER EXPERIENCE First impressions are vital to turning a prospect into a regular customer. Just as any other day or time of the year, creating a great customer experience should be a top priority for you and your staff during and after the Olympics. You and your staff will need to be prepared to interact with a greater number of customers that have no previous knowledge or experience with the sports/programs that your rink offers. Customer Experience Checklist: 1. Registration process » Process should be simple, not time consuming. » Staff is pleasant, prepared to answer FAQs, and ready to help walk the customer through the registration process if needed. 2. Adequate staffing and procedures in place to minimize standing in line to pay admission or check in for a program. 3. Staff interaction with customers upon arrival to the rink. » Warm greeting, pleasant, and ready to answer FAQs. • Where do I check in or pay admission? • Where do I get rental skates? • What size skates do I need? • How tight should my skates be? • Can you tighten my skates? • Who and where is my coach? 4. Building and grounds are clean and in good repair. 5. Rental skates are clean, comfortable and sharpened. 6. Program on-ice execution. » Adequate number of qualified, expe- rienced and enthusiastic staff. Go For Gold at Your Rink , Host a Try Hockey For Free event at your facility on Nov. 6 and March 5. 38 / SEPTEMBER.OCTOBER.2021 USICERINKS.COM