Brunswick came to LoSasso with a business challenge – drive repeat visits from casual bowlers to Brunswick bowling centers across the U.S. Programs needed to be turnkey and totally measurable. LoSasso delivered an easy-to-implement, opt-in e-mail marketing program called the Bonus Zone that delivers more than 400% ROI.

The Bonus Zone was built from scratch.  Initial awareness was created using in-center promotion and by adding the Bonus Zone value message to existing direct marketing programs with a logo and website address.

To enable response tracking down to the individual bowling center, every person who opts into the program chooses their preferred bowling center. They then receive center-specific discount coupons via e-mail with automatically generated bar codes that include all critical tracking information. This allows full circle tracking of individual behavior including coupon downloads, redemptions and sales.

Results:
The Bonus Zone has been a smash hit. With over 800,000 opt-in subscribers in three years, the program continues to drive sales and loyalty to bowling centers across the country. The initial high value coupon generates an incredible redemption rate of 40% – and the subsequent offers perform exceptionally as well. The measurability of the program has been the lynchpin to its success. Back-end response data from all of the Brunswick programs flows into a reporting tool that provides granular detail to the local level and includes a calculation for total program ROI.

“Our online marketing was elevated to a new level when we launched an email marketing program with LoSasso. That program has grown into not only one of our most profitable business drivers, but without question, provides our best ROI.”

K. Bart Burger - Vice President of Marketing Brunswick Bowling & Billiards