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The Crazy Horse Syndrome And Its Demise
By Sant Qiu
The Crazy Horse Syndrome And Its Demise
By Sant Qiu
Crazy Horse, that famous topless revue from Paris, made its first Asian
debut in Singapore in December 2005. Hailed as the largest Crazy Horse
venue in the world when it was opening, it garnered the same front page
attention when it announced its 'demise' thirteen months later.
Interestingly enough, when Crazy Horse was opening, I made the comment
that it will not last long in Singapore (The France and Last Vegas
outlets are big hits). I have a knack of being able to tell what works and
what won't in business. Many times I pass by retail shops and I'll just
know that they will probably close down. I've been proven right almost
all the time. And in the case of Crazy Horse I am again proven right.
So then, is it possible to increase chances of success? Absolutely!
This reminds me of a question one of my mentors asked me.
"Sant, if you are in a "life and death" situation to sell as many
burgers as possible (if you succeed your company can live on another day, if
you fail, your company must close down), what is the ONE most important
thing that you would want to have?
- Crowd pulling advertisements
- A persuasive, marketing & trained sales team
- Mastering the use of 101 closing techniques
- An irresistible discount offer
- High traffic location
- Fantastic customer service
- Strong referral program
- etc.
(Think about this. What would your answer be?)
A few important strategies came to mind. But he saw my expression and
reminded me.
"If you can only have one thing. What would it be?"
I hate to admit this. It took me a while to think about it and before I
could give him my answer, he told me the answer:
"A starving crowd!"
And it hit me like a ton of bricks! That is absolutely right! It is so
simple and it is so utterly and completely true! And this truth is so
simplistic that most people just missed it, like I did. This is probably
the most important marketing tip I've ever received.
So what has selling burgers got to do with Crazy Horse's closing?
Here's what:
When going into a business, most people think about the many different
strategies. The retail mantra: location, location, location; the
marketing strategy; the budget; the decor and renovation; the promotions,
etc. But a lot of times they just miss the biggest thing: the starving
crowd. Is there a starving crowd for this business?
Just take a look at some of your neighborhood malls. You may observe
that some of them seem to keep changing hands. Here's the typical
scenario:
1. The inspired entrepreneurs wannabe go to some Asian countries like
Thailand, Vietnam, [any other place you can think of] or source over the
Internet;
2. They see beautiful, cheap, unique things that they think can be sold
locally;
3. Enthusiastically, they get a shop/pushcart at their nearby mall;
4. They renovate and decorate the shop (usually with borrowed money);
5. They import the goods and finally open the shop;
6. Only to find, there is no starving crowd buying
their stuff. The
rent is killing them and ultimately they bail out.
Crazy Horse, believe it or not, is the same story as any of the above.
It is just done with BIGGER budget, BIGGER location, BIGGER everything.
Here's the familiar scenario again:
1. The Powers that Be go to France or Las Vegas;
2. They see beautiful, unique Crazy Horse performance and think the
concept can be sold locally;
3. Enthusiastically they get a big venue (a building) at Clarke Quay;
4. They renovate and decorate the building;
5. They import the concept, the dancers, etc;
6. Only to find, there is no starving crowd watching the girls strut
their stuff. The rent is killing them and ultimately they bail out.
The missing critical component: The starving crowd
If there are much MUCH more tourists in Singapore, maybe it might work.
If it had opened in one of the Integrated Resorts (which are targeted
to be up by 2009 and supposed to bring in millions of tourists) it would
have worked, because there will be a starving crowd. But Singaporeans
will not frequent such place, especially with such expensive
pricing-tickets are a minimum of S$85 and go to as high as S$250 per person. They
might go there once for the experience and never come back again.
However, after the organizers announced its imminent closing, it is
experiencing full-house shows. People are going for the 'once for the
experience' experience. These people are not the starving crowd.
Any business, from big, medium, small to start ups, will lower their
risks tremendously and increase their success by first ensuring that
there is a starving crowd. Along the same vein, there's currently this
novelty theme restaurant that just opened a few months back called Aurum by
The Clinic. It has opened in the same area where Crazy Horse used to be
and its claim to fame?
True to its theme of giving diners the 'clinical' dining experience,
the restaurant serves food in surgical trays. You enter through a
'morgue', sit on golden wheelchairs, sip drinks from test tubes, infusion drip
packets and syringes, and dine from kidney dishes and surgical trays.
And the price is targeted at the higher end of the market. Any starving
crowd (in Singapore) will probably lose its appetite.
However, if the food is really great, then there might be some
redemptive qualities that would perpetuate its survival. If that's the case, it
would probably tone down its theme to focus on its food.
Another redeeming factor is that it is a bar-restaurant-disco. Bar and
disco people love radical themes. It might get enough starving crowd
from the night scene to compensate. It will need to play out. But for it
to survive and prosper, it will need to change to accept what the local
starving crowd wants and give it to them. Article Source: http://www.articlemap.com Sant Qiu-The Profit Strategist-is a marketing, branding and copywriting expert who has helped many companies boost their profits by 30% and more in as little as 90 days. He delivers practical step-by-step "What to do" and "How to do" techniques to boost profits immediately. Visit his site for free powerful marketing tips. www.santqiu.com
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