18 May
Marketing Promotions – How A Effective Marketing Promotion And A Cartoon Character Got Me To Go Bowling
This week, a real life example of a good marketing promotion using kids to bring adults to a business, caught my fancy. As a marketing speaker I was very impressed by what this business had done. Ever since I moved to Citrus County six years ago, I have driven past the Beverly Hills Bowling Center located just 500 yards from the gates of Black Diamond Ranch where I live. Every time, I thought to myself “You know, I really should take the time to take my family there for some fun.” But that’s where it ended, thinking about it! They never sent me a “brand new resident letter.” Never invited me down to try it the alley for free or sent me anything in the mail suggesting that I hold my kids’ birthday party at their bowling alley. They may well do all of these things but if they do, no one has ever crossed my door or if it has, it simply never stood out enough to get read!
Up until last week I have not been in a bowling alley for at least a decade – maybe closer to two! But then came a brightly colored, double side post card from Sponge Bob courtesy of Manatee Lanes. For those of you who do not have kids or have never heard of him, Sponge Bob is a cartoon charter from the Nickelodeon network who lives in a pineapple at the bottom of the sea, but I digress. Sponge Bob invited me to bowl with my son in the Nickelodeon Roll and Bowl league. The 16 week program was a steal for family entertainment at just fifteen dollars.50 a week (Plus cokes, popcorn, video games etc) AND…DRUM ROLL PLEASE…The kid in the equation, in this case my ten year, old gets to keep a Sponge Bob bowling ball and free carrying case! Just in case your kid is not cool enough to know that Sponge Bob is about the most awesome little guy on the planet, you can choose from three other cartoon characters.
The original marketing mailing came in about eight weeks ago and believe me not a week went by when he didn’t walk into my home office and ask, “Did you call to sign us up yet Dad? Did You, Did you, Did you, Did you?” Eventually I did and you what know what? We have had a incredible time, especially after someone pointed out the radar number on the scoring screens that clocks the ball speed is not actually as important as knocking the pins down.
Silly me!
The promotion was triggered by my son signing up for access to the Nickelodeon website that, of course, would make him a very targeted prospect to respond to a Sponge Bob promotion. It would probably have worked just sending the promotion to any Citrus County resident with Children over 5 and under fourteen. Anyway, I love the promotion and make the fourteen mile round trip to Manatee Lanes every week instead of going to the bowling right outside the gates of Black Diamond. That my friends, is proof that good marketing attracts new customers even from your competitors in your own backyard! It doesn’t matter if you are selling marion county golf homes or boats, a marketing promotion will be successful if you put some time and research into it.
Andrew Wood is the world’s leading expert on marketing. He is the author of over 20 books including Cunningly Clever Marketing and Cunningly Clever Selling. Andrew is a marketing speaker and speaks worldwide on sales and marketing topics. He is also the CEO of multiple marketing companies including Legendary Marketing, and Cunningly Clever. He is currently working on marketing for ocala golf homes.
