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New Marketing Tools for New Customers
Seminar TopicsSeminar Topics
• Overview of digital media trends
• BPAA usage
• Hierarchy of proprietor optionsHierarchy of proprietor options
• How‐to make the most our of your options
BPAA Centers with Web Sites lSurpass National Average
• 77% of BPAA member centers have a Web site versus national average of 64% for similar size b ibusinesses.– 96% of centers with more than 36 lanes49% f t ith 12 l l– 49% of centers with 12 or less lanes
• 58% of BPAA centers collect data from open play customers Still huge opportunity!play customers – Still huge opportunity!– 76% of large centers45% of smaller centers– 45% of smaller centers
What BPAA Centers Put on Web sitesWhat BPAA Centers Put on Web sites
96%Have birthday party info
96%
90%
74%
List hours of operation
List special events
Prices
62%
38%
37%
List league openings
List league standings
List tournament standings
34%
32%
21%
Link to other bowling sites
Link to bowl.com
Link to BPAA.com
15%
12%
11%
List Bowlopolis special offers packages
Link to Bowlopolis
Reserve open play lanes
9%
0% 20% 40% 60% 80% 100%
Link to gobowling.com
BPAA Center’s Database, but not viaBPAA Center s Database, but not via Web site
77%Registration--party sign-up
77%
60%
Coupons
Collect names for prize drawing
27%
37%Frequency program
Surveys
4%
2%
Credit card info
Website
0% 20% 40% 60% 80% 100%
Social Site Usage Continues to GrowSocial Site Usage Continues to Grow
66% of adults visit social sites on a monthly basis66% of adults visit social sites on a monthly basis
Social Site Usage Primarily “Social”Social Site Usage Primarily Social
Online Marketing HierarchyOnline Marketing HierarchyDigital Priority for Center
1. Web site and database2. Email marketing3 T t M i (i t l t l)3. Text Messaging (internal or external)4. Social Media
A. FacebookB. Twitter
After Web Site, Email is KingAfter Web Site, Email is King
• 247 billion emails sent a day
• 2.8 billion a second
• 70% of emails are SPAM70% of emails are SPAM
• Businesses report that emails sell!
P l d ti t d li• Properly done, continue to deliver the highest response rates
After Web site, Email Remains l l#1 Online Business Tool
Email is your anchorEmail is your anchor
• Email continues to be the trusted and proven marketing anchormarketing anchor.
• 90% of marketers believe it will grow– Less sexy appeal
– Low cost
– Highly targeted reach
– 80.4% of marketers agree email is the strongest‐performing online marketing tool.
Your Web site, Emails and Social d k hMedia Must Work Together
Blend email 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 g yWeb site and email marketing (the two powerful channels)p )
• Grow customer opt‐in lists, build trust and generate revenuegenerate revenue
How Does Mobile Marketing Enter a Center’s Mix
Is Your Site Mobile‐Friendly?Is Your Site Mobile Friendly?
Is Your Site Mobile‐Friendly?Is Your Site Mobile Friendly?
• Mobile marketing reaches specific target d d d laudiences and drives urgency in real‐time
– Extends marketing reachB ild t t ti d l lt– Builds customer retention and loyalty
– Builds a strong, interested and opt‐in customer base
• Low execution cost means maximized campaign• Low execution cost means maximized campaign effectiveness
• As smartphone adoption continues mobile offersAs smartphone adoption continues, mobile offers an exciting opportunities coupled with an email‐marketing
Tip for all Online MarketingTip for all Online Marketing
Highly target all marketing effortsHighly target all marketing efforts
Vi il di it l• View every email or digital message as a
direct‐response vehicle
• Make them work hard for ‐ communicating value, an offer and including a compelling call to action
Add th ifi di di tl !• Address the specific audience directly – one‐on‐one!
• Does your center address each customer segment?
Email Productivity Tipsy p• Email to your database
id h d i
• Always provide an incentive– Avoid these words in
subject line• Free
incentive– Link to free game
– Link to any coupons• Free
• Save up to X% off
• Offer expires
Link to any coupons
– Send them to your Web siteOffer expires
• Win
– Words to use
– Have them participate in your social products
• Announcing
• Invitation
• Update
• Welcome
Direct – Non‐Selling Headlines Deliver Best Results
• “Newsletter from xyz Lanes”
• “Announcing from xyz Lanes”g y
• “Happy Holidays from…….”
• “Web site news from ”• Web site news from……..
• “Invitation from………..”
• “Upcoming events from………”
• ‘We’re Throwing a Party”g y
Websites & DatabaseWebsites & Database
• Understanding Website CommunicationUnderstanding Website Communication
• Comparison: Good Website vs. Bad Website
h G G d b i• Where to Get a Good Website
• Database? Why Do You Need One
• How to Build a Database from Your Website
• What to Do With Your Marketing DatabaseWhat to Do With Your Marketing Database
Understanding Website Communication
The Eye and the Home Page
• Left – to – RightThe eye is trained to read left to right.
The Eye and the Home Page
• Hot Spot ‐Main Page ContentThis is the area of the page where you want to deliver the message.
• The Main BreakWebsite visitors will usually stop looking for information below this line.
• Supporting InformationIf your pages content extends below the main break make sure it is supporting the main page content.
Presented by Heath Shults
A Good WebsiteA Good Website
Formatting and Placement
• HeaderLogo in upper left, prominent but not over powering.
Formatting and Placement
• Navigation – Horizontal / VerticalHorizontal menus toward the top of the page. Vertical menus on the left.
• AdvertisePlace your special advertisements here. This is where the eye ends up.
• HighlightsHighlightsPlace your highlights for your center here.
• Supporting ContentUse this space to support your
Presented by Heath Shults
Use this space to support your centers attractions.
A Not So Good Websitehttp://www angelfire com/super/badwebs/main htmhttp://www.angelfire.com/super/badwebs/main.htm
Where to Get a Good WebsiteWhere to Get a Good Website
• #1 BPAA Webservices– Bowling Center Template Websites– Reliable Web Hosting – Easy Emaily
D tN tN k• DotNetNuke.com• Joomla• WordPress
Database? Why do I Need OneDatabase? Why do I Need One
• Increase Repeat Visits by YourIncrease Repeat Visits by Your Current Consumer Base
• Easily Create Targeted• Easily Create Targeted Marketing Plans
K T k f Y C• Keep Track of Your Customers
• Identify Consumer Trends
• Know What Works for Your Bowling Centerg
How to Build a Database from Your bWebsite
Ok, I’m in for using a database. How do I get people to give me , f g g p p gtheir 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.
Database Marketing ToolsDatabase Marketing Tools
Bowler Trac is the only database marketing tool built for the bowling industry that automatically gives you USBC Sanctioned League data.http://www.bowlertrac.com
OnContact is a full‐featured CRM (Customer Relationship Management) solution that can be used On Demand (pay as you go).On Demand (pay as you go).http://www.oncontact.com
SalesNexus is a web based contact management f l i h i l l i bl dsoftware solution that is completely customizable and
scalable to meet your center’s needs.http://www.salesnexus.com
Email MarketingEmail Marketing
Still very effective but there are a few things you should know:Still very effective but there are a few things you should know:The Average Open Rate: 22.2%The Average Click‐Through Rate: 5.9%Epsilon Q2 2009 Email Trends and Benchmark (Oct 2009)
Average Delivery Rate: 79.3%ReturnPath (1st half 2009)
Epsilon Q2 2009 Email Trends and Benchmark (Oct 2009)
Be careful!‐ 40% of consumers say email comes too often.‐ B2B subscribers are twice as likely to consider email "spam" if it comes "too frequently."B2B subscribers are twice as likely to consider email spam if it comes too frequently.‐ More than one‐quarter of the email that consumers received in their inboxes was marketing.Limit your emails to once a month, twice at the most unless you have a marketing campaign running. Make these emails count!
Wh i th b t ti t d?When is the best time to send?Wednesday was the best day of the week in the third quarter of 2009 to send email in terms of click (3.9%) and open rates (25.4%).
Source www emailstatcenter comSource: www.emailstatcenter.com
Email Marketing RecommendationsEmail Marketing Recommendations
Use a bulk email service.
Template emails availableTemplate emails available.You create the email and schedule to be sent.www.constantcontact.com
E il t d d h d l d t b t fEmails are created and scheduled to be sent for you.www.ebowl.biz
Note: Sending emails through your own email account can get you marked as a spammerNote: Sending emails through your own email account can get you marked as a spammer. Bulk email companies avoid this by adhering to bulk email sender rules and regulations.
Text Message MarketingText Message Marketing
This year, an estimated 2.3 trillion text messages will be sent and delivered globally. y , g g yThose sure are some busy thumbs! The future of mobile marketing is bright. Very bright.
• 200+ million Americans carry mobile phones (over half of the country's population)• Cell phones are used by over 3.1 billion people globallyp y p p g y• 40% of major brands have deployed text messaging (SMS) campaigns• 18% of major brands have deployed multimedia messaging (MMS) campaignsSource: Airwide Solutions independent survey of 50 brand name companies
• The global mobile advertising market will be valued at over $16 billion by 2011• 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 themSource: 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
Text Message MarketingText Message Marketing
Types of messages to send:Types of messages to send:
Event notifications • Specials of the day • Promotions • Coupons • Live Entertainment
Services to check out:
www.textmarks.com www. txtsignal.com www.textsmsmarketing.com