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Background
Tenpin is a leisure and entertainment group operating both Tenpin and Megabowl brands providing a nationwide chain of bowling complexes for a wide range of customers. Key targets are families and young people. Hare Carding has worked with Megabowl for over five years on a variety of projects and campaigns to drive sales as well as raise brand awareness.
Project Objectives
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Increase footfall through the sites
at key times of the year |
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Position the centres as great locations
for a night out for all ages and target groups |
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Increase the dwell time spent on
site to boost the amount spent on both games and secondary
items such as food and beverages |
Our Solution
1. Prize party nights
With a brief to add another dimension to the bowling experience and encourage greater trade at quiet periods, Hare Carding utilised game functions with the sites’ lane management system linked through to the overhead graphics display panels to develop ‘prize party nights’.
The result was a mix of random on-the-spot prizes and skill-based major prizes to hold attention throughout the evening and encourage purchase of more games over that time. Increased dwell-time also resulted in secondary spend uplifts. Hare Carding devised the format, sourced the mechanic as well as provided prizes and handled all POS and media communication for the events.
2. Family Fun Club
Hare Carding devised the mechanic, creative work and communication methods for this loyalty scheme aimed at increasing the initial and repeat value of family game packages. The project activity included, direct Mail, regional and national press promotions, as well as high profile POS.
The newspaper promotions were particularly successful. The Agency achieved £53,000 worth of free space within The Sun, in addition to extensive coverage in regional press supporting all thirty nine sites across the country. The campaign achieved significant uptake of scheme membership and the club continues to deliver high levels of repeat business and is a valuable source of data for relationship marketing activities.
3. Christmas 2005
In line with brand guidelines developed by Hare Carding in 2004, the Agency developed an umbrella creative concept, including planning and campaign management, for the promotion of Christmas party packages through the Autumn period. The marketing campaign primarily targeted the three core markets of children, young adults and work parties. The activity, across all thirty nine UK sites included point-of-sale, staff clothing, direct mail, fax-shots, email marketing, press advertising and promotions.
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