The KingPin
08-22-2008, 11:16 PM
Bowling Rewards – Making the Sport of Bowling More Fun and More Profitable
BOWLING CENTER EDITION
How to Reward and Attract League Bowlers without Discounting
Owners of Entertainment and Bowling Centers today have several main objectives to increase the bottom line.
1. How can I attract or convert casual bowlers to more dependable league bowlers?
2. How can I reward my league bowlers without lowering prices?
3. How can I increase frequency and spending without spending a fortune on advertising?
Bowling Rewards LLC is a custom solution designed to solve specific marketing objectives at the local center level while retaining all of the benefits of a national program. Bowling Rewards is much more robust than even the most expensive POS systems, yet as simple to use as swiping a credit card. Feel free to contact us so we can design a custom solution for your center at less than the cost of one coupon run in Val
‐Pac.
Let’s jump right into today’s topic on how
to reward league bowlers without lowering prices. While we discuss this topic, we will include many ideas on how to lift revenue at the same time from every customer who walks in
the door.
1. Centers today offer
many different prices on open play. Let’s use an average of $3.50 per game as an illustration understanding that rates fluctuate based on day, night, or weekend participation. No matter
the price, league bowlers often get a considerable discount such as $2.00 per game rather than $3.50 as a benefit for joining a league. Here is the first of many ideas on how to put full price in the register when league bowlers visit without discounting.
A. Charge league bowlers the same $3.50 rate, but issue rewards instead. In other words, using the figures above, charge league bowlers $3.50 per game but give them a SPECIAL reward of $1.50 per game bowled. This has the appearance of a discount, feels like the same value to the customer, but
increases the bottom line to center owners by 70% or more! If you feel customers are used to paying a lower price up front, sweeten the offer to $2.00 in rewards for every game bowled at $3.50 instead of offering the discounted price. Remember, rewards to customers are the same as real
money, but rewards to customers from a proprietors perspective is .20
‐.30 on the dollar depending on what is allowed to be redeemed.
Let’s break down the math to illustrate. With 5 games of open play purchased, the league bowler would pay $10.00 at the discounted price of $2.00 per game. Since the league bowler receives a ‘discounted’ price no rewards are issued for spending. When the league bowler pays $3.50 per
game, they now receive a $2.00 per game in reward or $10.00 in total rewards for their next visit.
Instead of taking in $10.00 from the customer, the center now puts $17.50 in the register while guaranteeing a return visit. $10.00 in rewards for open play might only ‘cost’ the center $2.00 or $3.00 in actual cost (sometimes even lower with open play since there is really no ‘hard’ costs involved) The center takes in $7.50 in extra profit with only a $2.00
‐ $3.00 cost while insuring a return visit at the same time.
Remember, rewards dollars to customers are the same as REAL money value, but rewards dollars to proprietors are .20
‐ .30 on the dollar and sometimes even less. Start thinking in terms of rewards on EVERYTHING inside of the center rather than lowering prices and watch your profit margin, visitation frequency and customer satisfaction soar!
B. Open up league
redemption rules to include snack bar or lounge. In other words, rewards earned by everyone else apply ONLY to open play. But, with league bowlers, you often invite rewards redemptions to be accepted at other locations during special times, certain days or during certain
periods when league is in progress such as the FIRST GAME ONLY. This strategy is good for several reasons, such as
1. Shows league bowlers more freedom on spending rewards, thus increased value.
2. Increases spending in other revenue areas of the center.
3. Encourages more open play since league bowlers receive more freedom with spending.
4. Encourages league bowlers to save rewards waiting for special times or occasions.
5. Can drive traffic to the center during slower periods with special redemption days.
C. Open up ability to
earn rewards, similar to the above. Normally, customers earn rewards by paying for open play. Allow league bowlers to earn rewards at certain times at the snack bar or inside the lounge or other revenue centers. Again, all of these ideas and freedom to spend or earn are
directed at league bowlers sending a clear message to everyone the financial benefits of joining a league but without any discounting whatsoever.
D. During league play offer special rewards to league bowlers for picking up splits, striking in certain frames or just about any other creative ideas you can imagine. This is not only fun, it will lock the customer into leagues at your center since they experience ways to win every week!
E. Offer rewards for league bowlers when they visit their favorite restaurant of other businesses surrounding the center. For example, announce to league bowlers that anyone eating at Denny’s or Pizza Hut this week will receive $10% cash back rewards from the center. Again, this shows additional value to becoming a league bowler and no permission is needed from Denny’s, Pizza Hut or any other restaurant or business.
We might even offer the league bowler rewards at their
favorite restaurant or dining establishment. League bowlers simply bring their receipts to league and have rewards loaded on the card before the league starts. Talk about value, your rewards program will be the talk of the town. Later on, we
will show you additional ways to take this strategy to added business synergy revenue.
Continued......
BOWLING CENTER EDITION
How to Reward and Attract League Bowlers without Discounting
Owners of Entertainment and Bowling Centers today have several main objectives to increase the bottom line.
1. How can I attract or convert casual bowlers to more dependable league bowlers?
2. How can I reward my league bowlers without lowering prices?
3. How can I increase frequency and spending without spending a fortune on advertising?
Bowling Rewards LLC is a custom solution designed to solve specific marketing objectives at the local center level while retaining all of the benefits of a national program. Bowling Rewards is much more robust than even the most expensive POS systems, yet as simple to use as swiping a credit card. Feel free to contact us so we can design a custom solution for your center at less than the cost of one coupon run in Val
‐Pac.
Let’s jump right into today’s topic on how
to reward league bowlers without lowering prices. While we discuss this topic, we will include many ideas on how to lift revenue at the same time from every customer who walks in
the door.
1. Centers today offer
many different prices on open play. Let’s use an average of $3.50 per game as an illustration understanding that rates fluctuate based on day, night, or weekend participation. No matter
the price, league bowlers often get a considerable discount such as $2.00 per game rather than $3.50 as a benefit for joining a league. Here is the first of many ideas on how to put full price in the register when league bowlers visit without discounting.
A. Charge league bowlers the same $3.50 rate, but issue rewards instead. In other words, using the figures above, charge league bowlers $3.50 per game but give them a SPECIAL reward of $1.50 per game bowled. This has the appearance of a discount, feels like the same value to the customer, but
increases the bottom line to center owners by 70% or more! If you feel customers are used to paying a lower price up front, sweeten the offer to $2.00 in rewards for every game bowled at $3.50 instead of offering the discounted price. Remember, rewards to customers are the same as real
money, but rewards to customers from a proprietors perspective is .20
‐.30 on the dollar depending on what is allowed to be redeemed.
Let’s break down the math to illustrate. With 5 games of open play purchased, the league bowler would pay $10.00 at the discounted price of $2.00 per game. Since the league bowler receives a ‘discounted’ price no rewards are issued for spending. When the league bowler pays $3.50 per
game, they now receive a $2.00 per game in reward or $10.00 in total rewards for their next visit.
Instead of taking in $10.00 from the customer, the center now puts $17.50 in the register while guaranteeing a return visit. $10.00 in rewards for open play might only ‘cost’ the center $2.00 or $3.00 in actual cost (sometimes even lower with open play since there is really no ‘hard’ costs involved) The center takes in $7.50 in extra profit with only a $2.00
‐ $3.00 cost while insuring a return visit at the same time.
Remember, rewards dollars to customers are the same as REAL money value, but rewards dollars to proprietors are .20
‐ .30 on the dollar and sometimes even less. Start thinking in terms of rewards on EVERYTHING inside of the center rather than lowering prices and watch your profit margin, visitation frequency and customer satisfaction soar!
B. Open up league
redemption rules to include snack bar or lounge. In other words, rewards earned by everyone else apply ONLY to open play. But, with league bowlers, you often invite rewards redemptions to be accepted at other locations during special times, certain days or during certain
periods when league is in progress such as the FIRST GAME ONLY. This strategy is good for several reasons, such as
1. Shows league bowlers more freedom on spending rewards, thus increased value.
2. Increases spending in other revenue areas of the center.
3. Encourages more open play since league bowlers receive more freedom with spending.
4. Encourages league bowlers to save rewards waiting for special times or occasions.
5. Can drive traffic to the center during slower periods with special redemption days.
C. Open up ability to
earn rewards, similar to the above. Normally, customers earn rewards by paying for open play. Allow league bowlers to earn rewards at certain times at the snack bar or inside the lounge or other revenue centers. Again, all of these ideas and freedom to spend or earn are
directed at league bowlers sending a clear message to everyone the financial benefits of joining a league but without any discounting whatsoever.
D. During league play offer special rewards to league bowlers for picking up splits, striking in certain frames or just about any other creative ideas you can imagine. This is not only fun, it will lock the customer into leagues at your center since they experience ways to win every week!
E. Offer rewards for league bowlers when they visit their favorite restaurant of other businesses surrounding the center. For example, announce to league bowlers that anyone eating at Denny’s or Pizza Hut this week will receive $10% cash back rewards from the center. Again, this shows additional value to becoming a league bowler and no permission is needed from Denny’s, Pizza Hut or any other restaurant or business.
We might even offer the league bowler rewards at their
favorite restaurant or dining establishment. League bowlers simply bring their receipts to league and have rewards loaded on the card before the league starts. Talk about value, your rewards program will be the talk of the town. Later on, we
will show you additional ways to take this strategy to added business synergy revenue.
Continued......