Brunswick Bowling

Fan club creation, execution and support

Social media|Retail/P.O.P|Email marketing|Direct response|Content strategy

Fan club goes from 0 to 1,000,000 subscribers—and repeat business gets a boost.

Bowling is a universal good time—for all ages and skill levels; still, the average bowling center customer rolls in only a handful of times a year. We needed to find a way to keep Bruswick Zone bowling centers top of mind with customers—and make them eager to spend another day at the lanes.

Objective:

The client wanted a way to drive repeat traffic to its bowling centers—boosting revenue and building brand loyalty. Initially, the client was pondering a traditional loyalty card program; but because repeat patronage was spotty, it could take years to achieve meaningful results.

Our solution:

We sought a better way to foster consistent outreach. The resulting Bonus Zone email marketing program—built from the ground up, starting at zero subscribers—served as a constant reminder of the fun to be had. More than 150 personalized, geo-targeted emails were deployed each year—encouraging repeat visits with location-specific promotions, coupons, events and news.

Bonus Zone

• Bonus Zone emails

• Digital coupons/signup incentives

• In-center program promotion

• Strong cross-promotion

• Social media

 

1000000

-plus subscribers added

500

percent annual return on investment

21

percent increase in recent subscribers thanks to cross-promotion

We have expanded our online efforts from email marketing into paid search and social media with very strong results in both channels. With LoSasso's guidance, project management and subject matter expertise, we have really embraced the shift in marketing to the online world.

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