New Marketing Tools for New Customers

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1 New Marketing Tools for New Customers

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4 Seminar Topics Overview of digital media trends BPAA usage Hierarchy of proprietor options How to make the most our of your options

5 BPAA Centers with Web Sites Surpass National Average 77% of BPAA member centers have a Web site versus national average of 64% for similar size businesses. 96% of centers with more than 36 lanes 49% of centers with 12 or less lanes 58% of BPAA centers collect data from open play customers Still huge opportunity! 76% of large centers 45% of smaller centers

6 What BPAA Centers Put on Web sites Have birthday party info List hours of operation List special events 90% 96% 96% Price s 74% List league openings 62% List league standings List tournament standings Link to other bowling sites Link to bowl.com 38% 37% 34% 32% Link to BPAA.com List Bowlopolis special offers packages Link to Bowlopolis Reserve open play lanes Link to gobowling.com 21% 15% 12% 11% 9% 0% 20% 40% 60% 80% 100%

7 BPAA Center s Database, but not via Web site Registration--party sign-up Coupons 77% 77% Collect names for prize drawing 60% Frequency program 37% Surveys 27% Credit card info Website 4% 2% 0% 20% 40% 60% 80% 100%

8 Social Site Usage Continues to Grow 66% of adults visit social sites on a monthly basis

9 Social Site Usage Primarily Social

10 Online Marketing Hierarchy Digital Priority for Center 1. Web site and database 2. marketing 3. Text tmessaging (internal or external) 4. Social Media A. Facebook B. Twitter

11 After Web Site, is King 247 billion s sent a day 2.8 billion a second 70% of s are SPAM Businesses report that s sell! Properly done, continue to deliver dli the highest response rates

12 After Web site, Remains #1 Online Business Tool is your anchor continues to be the trusted and proven marketing anchor. 90% of marketers believe it will grow Less sexy appeal Low cost Highly targeted reach 80.4% of marketers agree is the strongestperforming online marketing tool.

13 Your Web site, s and Social Media Must Work Together Blend with social Social media may be the #1 activity on the Internet, but it s only part of buying decisions Social media must be integrated with your Web site and marketing (the two powerful channels) Grow customer opt in lists, build trust and generate revenue

14 How Does Mobile Marketing Enter a Center s Mix Is Your Site Mobile Friendly?

15 Is Your Site Mobile Friendly? Mobile marketing reaches specific target audiences and drives urgency in real time Extends marketing reach Builds customer retention ti and loyalty lt Builds a strong, interested and opt in customer base Low execution cost means maximized campaign effectiveness As smartphone adoption continues, mobile offers an exciting opportunities coupled with an marketing

16 Tip for all Online Marketing Highly target all marketing efforts View every or digital it message as a direct response vehicle Make them work hard for communicating value, an offer and including a compelling call to action Address the specific audience directly one on one! Does your center address each customer segment?

17 Productivity Tips to your database Avoid these words in subject line Free Save up to X% off Offer expires Win Words to use Announcing Invitation Update Welcome Always provide an incentive Link to free game Link to any coupons Send them to your Web site Have them participate in your social products

18 Direct Non Selling Headlines Deliver Best Results Newsletter from xyz Lanes Announcing from xyz Lanes Happy Holidays from. Web site news from.. Invitation from.. Upcoming events from We re Throwing a Party

19 Websites & Database Understanding Website Communication Comparison: Good Website vs. Bad Website Where to Get a Good Website bi Database? Why Do You Need One How to Build a Database from Your Website What to Do With Your Marketing Database

20 Understanding Website Communication The Eye and the Home Page Left to Right The eye is trained to read left to right. Hot Spot Main Page Content This is the area of the page where you want to deliver the message. The Main Break Website visitors will usually stop looking for information below this line. Supporting Information If your pages content extends below the main break make sure it is supporting the main page content. Presented by Heath Shults

21 A Good Website Formatting and Placement Header Logo in upper left, prominent but not over powering. Navigation Horizontal / Vertical Horizontal menus toward the top of the page. Vertical menus on the left. Advertise Place your special advertisements here. This is where the eye ends up. Highlights Place your highlights for your center here. Supporting Content Use this space to support your centers attractions. Presented by Heath Shults

22 A Not So Good Website htm

23 Where to Get a Good Website #1 BPAA Webservices Bowling Center Template Websites Reliable Web Hosting Easy D tn tn k DotNetNuke.com Joomla WordPress

24 Database? Why do I Need One Increase Repeat Visits by Your Current Consumer Base Easily Create Targeted Marketing Plans Keep Track of Your Customers Identify Consumer Trends Know What Works for Your Bowling Center

25 How to Build a Database from Your Website Ok, I m in for using a database. How do I get people p to give me their information online? Offer FREE or Discounted Bowling Require the website visitor to give their information before receiving FREE or discounted bowling. Allow Website Visitors to Sign Up to Receive Updates on Specials, Events, and More Have a Party Reservation Sign Up form.

26 Database Marketing Tools Bowler Trac is the only database marketing tool built for the bowling industry that automatically gives you USBC Sanctioned League data. OnContact is a full featured CRM (Customer Relationship Management) solution that can be used OnDemand (pay as you go). SalesNexus is a web based contact management software solution that is completely l customizable and scalable to meet your center s needs.

27 Marketing Still very effective butthere there are a few thingsyou should know: The Average Open Rate: 22.2% The Average Click Through Rate: 5.9% Epsilon Q Trends and Benchmark (Oct 2009) Be careful! Average Delivery Rate: 79.3% ReturnPath (1st half 2009) 40% of consumers say comes too often. B2B subscribers are twice as likely to consider "spam" if it comes "too frequently." More than one quarter of the that consumers received in their inboxes was marketing. Limit your s to once a month, twice at the most unless you have a marketing campaign running. Make these s count! When is the best ttime to send? Wednesday was the best day of the week in the third quarter of 2009 to send in terms of click (3.9%) and open rates (25.4%). Source: com

28 Marketing Recommendations Use a bulk service. Template s available. You create the and schedule to be sent. s are created tdand scheduled hdldto be sent for you. Note: Sending s through your own account can get you marked as a spammer Note: Sending s through your own account can get you marked as a spammer. Bulk companies avoid this by adhering to bulk sender rules and regulations.

29 Text Message Marketing This year, an estimated 2.3 trillion text messages will be sent and delivered globally. Those sure are some busy thumbs! The future of mobile marketing is bright. Very bright million Americans carry mobile phones (over half of the country's population) Cell phones are used by over 3.1 billion people p globally 40% of major brands have deployed text messaging (SMS) campaigns 18% of major brands have deployed multimedia messaging (MMS) campaigns Source: Airwide Solutions independent survey of 50 brand name companies The global mobile advertising market will be valued at over $16 billion by 2011 In August 2008, nearly 40 million US consumers received SMS advertisements, and 12 percent responded to them Source: M:Metrics, Common Short Codes: Cracking the Mobile Marketing Code A survey of 2,400 moms reveals that the single most important tech gadget in their lives is the cell phone (23%), followed by the Internet (21%) and the digital camera (19%) Source: Babycenter.com

30 Text Message Marketing Types of messages to send: Event notifications Specials of the day Promotions Coupons Live Entertainment Services to check out: www. txtsignal.com