A Business beyond Marketing and Advertising

Fun Is Imminent

Over the July 4 weekend, I took my kids to a place they have been to at least a dozen times. I spent hundreds of dollars, drove about seven hours round trip, and did loads of stuff we have done, well, many times. I am likely to do it again in a few months, if not sooner. When we do this again, the kids will call their friends to see who can go with us, and try to find someone that has not been with us on this trip yet, because they love to tell new people about it as much as I do.

What I am talking about is Knoebels, a family-run and operated amusement park that is in its 89^th year of operation in central Pennsylvania. It is the largest amusement park of its kind in America, in that admission is – get this – free. So is parking. Admission to rides are by tickets or armbands, with rides ranging, on the most part, from $1 to $3.

What are the rides like? Start with world-class wooden roller coasters. The Phoenix gets raves for “air time”, which is when you float along with the coaster, rather than stay in the seat. I’m also a fan of the hardcore workout and force of the Twister, the park’s highest and fastest ride. There is also a new retro-cool Flying Kites ride that runs without a track.

Going beyond coasters, I’m a big fan of the old-school bumper cars with true punch. Some prefer the well-done dark haunted house, or appreciate the huge section with smaller-scale rides for little kids. There is also a great big pool and waterslide area, an ancient carousel where you grab brass rings for a prize, a Ferris Wheel, old-time trains and cars, and more, more, more.

Every year brings new rides, because the management is constantly on the lookout to add ride assets from the open market. (This year, it is a metal looping roller coaster. I am not a fan of upside down, so you will have to ask someone else how good it is.)

Knoebels has a social media feed, though it almost seems sacrilege. They have also done some local spot TV advertising, and I am sure there is some channel and affiliate marketing done. But all of that seems besides the point, because to my eyes, Knoebels is a business that is done so well, it doesn’t need marketing or advertising.

What it needs is word of mouth, which is good, because it is plainly phenomenal at generating it.

There is, honestly, nothing that I want to change about this place. You can bring your own food, and even your own dog, if you like. If you buy food, it is great quality and fairly priced. You can actually win prizes in the arcades without unnatural skill or costly persistence. The mix of food for sale is downright amazing, with everything from the usual carnival fare (meat on a stick, ice cream, cotton candy, etc.) to an impressive array of healthier options.

Wait times for rides rarely get long enough to negatively impact your day, and even if they do, you aren’t as stressed as you are in big admission parks, because you aren’t trying to make sure you are getting your fair ration of fun per dollar. That also means that everyone in the park is in a better mood, and there is no horrible class system of fast pass privilege to help generate meltdowns.  It is as safe as houses, to the point where you find yourself giving your kids the green light to go off and have their own adventures. Try this place once, and you may never get your kids to go to the big name places again.

Even on my toughest day at this park – a day where multiple children brought flu with them that then got worst at the park, which meant I had to cut the visit short and drive them home with a car filled with nausea – everyone involved has thanked me, profusely, for taking them, and wanted to come back soon. That is because Knoebels runs their business to encourage true evangelism from their guests, and long-term, repeat business. That is why they are free to enter, free to park, and free to enjoy, at any activity level. They want to be the amusement park that you call home.

At this point, you might be wondering where the catch is, or if Knoebels is one of my agency’s clients. There are no catches, and my only interest in Knoebels is as a fan, and as someone who wants to make sure the place is around for future generations.

They do not need my agency’s services, because their product sells itself. It also markets itself, too. Such is the power of transcendent customer service.

May it always be so!

* * * * * *

Speaking of making customers happy, I would like to ask you to like or share this column, connect with me on LinkedIn, email me at davidlmountain at gmail dot com, or hit the RFP box at the top right of this page.  We offer copywriting, direction and strategy, along with design, illustration, photography, coding and hosting. The RFPs are always free. Hope to hear from you soon.