Bowling Industry Online

The World's Only Online Magazine Devoted Exclusively to the Business of Bowling

Recent industry reports indicate that 3 out of 4 bowling centers in this
country spend the lion's share of their marketing budget developing fliers
for in center use to be distributed to customers that are coming there
anyway!!

As an industry we spend very little on trying to retain and grow existing
customers and even less on NEW ones.

Moreover, the over riding objective of our industry model is to grow
bowlers from non bowlers to casual open play bowlers to mini league
bowlers and hopefully to competitive bowlers.

We all work very hard trying to convince that open play bowler to "Join
Up" and get involved in a structured weekly or every other week short season
or traditional season program.

No doubt you are doing this right now as you implement your summer league
programs.

But should you? Should you really be doing the same old thing even in
today's helter skelter economic environment of high gas prices, high food
prices, declining home sales and deafening calls to shrink our $14
trillion dollar debt...or raise the debt limit?

Maybe, there is a large niche out there that is just looking to knocks
some pins, down, drink some beer on a hot night and hang out with some friends.
And that is all they want.  No league; no structure; no averages; just fun.

If you can identify these people, then you can market to them and just
maybe they will fill the gaps in your revenue model that a declining
league base has created.

Here's a suggestion on "HOW TO."

Start with a face book ad (budget $50  per day for 7 days per offer (two
test offers would cost you $750 and three test offers would cost you
$1,050)  that suggest that people come in for a family and friends
special; you know, a special hourly fun program; then follow that up with an email
to your entire open play data base.

Now in both face book and emails, test different "added value"offers such
as:
   bring this coupon in and get $10 off in open play bowling
   get 1 hour of free bowling with 1 hour of paid bowling
   get a free pizza with 2 hours of bowling
   no offer, just your 2 hour specials

Which one pulled better?  And that is, at least until you test other
offers is the offer you should be shouting from the roof tops!!!

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