Introduction to Database Management and Marketing

One of the most important marketing functions your bowling center can do is to build business through database management and Target Marketing. Remember that the focus of your marketing is the people that you are trying to reach. Considering the costs of developing and retaining customers, the ability to target market through the use of your own database is critical to your business success. Each customer has an annual and lifetime value to your bowling center. A league bowler may be worth $700 a year, for example, while a frequent open bowler might be worth a few hundred dollars. Believe it or not the world is not your stage - even though everyone can use your product or service, there are specific groups - your customers - that have a strong desire or need for your product or service. Building a database of your clientele should be a priority.

"Database management and marketing enables your business to target current customers, as well as best customer prospects, and do so more effectively, efficiently and economically. There are some important facts and figures which illustrate the importance of having a database. The market segmentation concept is crucial to market assessment and market strategy. Divide the market into workable market segments -- age, income, product type, geography, buying patterns, customer needs, or other classifications. Define your terms, and define your market." Segment the Target Market in Your Business Plan", 1999, www.inc.com.

Around 20% of the United States population bowls every year. If you could identify and target market those 20%, along with people like them, you will not waste time, energy and money trying to attract the large percentage of people who are not interested in bowling. Your bowling center has a significant amount of customer traffic walking through your doors which would comprise a wonderful database. A good rule of thumb on figuring out how many people visit your bowling center annually is to multiply your league bowler count times 22. Sports participation studies show there are about 22 times as many open bowlers as league bowlers. A 20 lane center, for example, with 700 league bowlers, could have 15,400 different open play customers in a year. Those populations alone would give you a quality database to manage and market. In today's business environment in which every customer counts, the tasks of database management and marketing should be looked at as a must, not just an afterthought.

To be able to implement a database management and marketing system you need to gain an understanding of database terms. The key definitions are:

Database - A collection of information that shares a single format. The information is about a group of related people, things or events, such as a set of customers. The database always contains the same basic set of information for each entity in the set. The database is organized, usually stored in a computer, and easily accessed for various uses.

File - An entire collection of records which comprise the group. Think of the database as a table of rows and columns. Each row is a record, such as a customer, and each column is a field in the record, which are elements of information about the record.

Field - Information about a customer record such as name, mailing address, telephone, e-mail address, birth date and any other pertinent information. Using the bowling center as an example, a file would be "league bowlers", a record would be "each league member" and fields would include their specific data.

The BPAA Target Marketing Software - Bowler TRAC, already has the database structure built to enable the user to identify their customers and assign them to leagues, events, or open play categories. Users are able to collect important and useful information about their customers - gender, age, interests (birthday parties, glow bowlers, company parties, etc.) and tournament classifications such as scratch and handicap.

1. League Members. Every league member in your bowling center should be given a league registration to complete asking for the required data. When requesting this information, emphasize this is for your bowling center use only, primarily for communication purposes, and the information will be kept confidential. Consider rewarding league bowlers who complete the registration by giving them a league membership card or some free game coupons. League bowler registrations should take place around the third week of the league schedule when the league rosters are more firm. A sample of a league registration form appears in the exhibit section.

2. Open Bowlers. This important customer segment should be actively encouraged to complete a data registration form which will require operational attention by your front desk personnel. The best way to build this database is using a prize entry as a premise for collecting their data. Give every open bowler a prize entry card to fill out (sample card artwork is included in the Exhibits Section of this chapter). One item on the data card allows the people to give you permission to send them information about programs and special offers. This permission based marketing is extremely effective. The open bowler registration program needs to be legitimate in that you should award a monthly prize (i.e., bowling party, free games, bowling bag, t-shirt, etc.) and display the name of the winners. Please note, since bowling centers have numerous coupon users, you might want to display a sign that states all coupons must be validated by the completion of a registration card.

3. Companies and Organizations. You can collect information of companies and contact people by using a proven tactic; it's nothing new but it works! Display a "fish bowl" with an attractive sign that states, "Win a free bowling party!" People can place their business card in the bowl. You award a monthly party prize and most important, you get to build a meaningful corporate database.

4. Business Lists. Your bowling center can buy a list of companies in your market area. It is

recommended you buy lists with full records to include the company name, address, city, state, zip code, human resource or high ranking title contact name, telephone number, fax number and employee size. In addition, if your locality has a Chamber of Commerce, it is recommended you join. One of the membership benefits is your bowling center will be given the chamber's membership database.

5. Special Interest Databases. You can build or purchase databases of people with special interests. For example, your bowling center wants to promote a NASCAR program. You can buy a database of people who are NASCAR fans or you can build your own in-house database. Display a NASCAR jacket with a sign that reads, "Win this jacket! Enter here." Have entry forms available for people to complete. People who enter the prize drawing are good prospects to bowl in a NASCAR themed program.

Using the various data collection techniques described above, your bowling center will be able to gather and build a database of thousands of records and start the management process.

Database building is an ongoing process and as you collect customer records and create files, you will need to manage your database, which is an extremely important task. Ideally, your bowling center's database should be maintained in a computer. Utilizing the available technology will enable you to speed up the database management process, manipulate the data faster and do more with it. You want your database to work hard for you and produce results. BPAA's Bowler TRAC is the leading Database Management and Target Marketing software for the Bowling Industry. Your existing computer might have software already installed, plus there are programs sold through computer/office supply outlets. Decide how comprehensive your database will be and use a program which will meet your needs. Don't buy a program with all kinds of bells and whistles you will never use. Use a database management software program which will be simple to understand and get the job done efficiently. One feature you want to make sure is included is the availability to merge records into documents in case you want to do any custom mailings to your customers in which their names are merged into a letter, for example. The ability to merge data into letters is one of the many features offered by Bowler TRAC.

Create a file name for each database category. These could include league bowlers, open play bowlers, birthday party guests, tournament bowlers, companies, etc.

Input the data to create the records of each member in the file. This will typically include name, address, city, state, zip code, telephone, e-mail address and date of birth. Clean and update your database. As you use your database, through mailings for example, you will learn about changes in customer data such as addresses, phone numbers, etc. As these changes become known, enter the changes into the database to keep it current. You will also have the ongoing process of adding and deleting records into your database. One of the best ways to clean your database is to print on your envelopes or postcards, "Return Service Requested." Any undeliverable addresses will be returned to you, and this will enable you to clean the record. The mailing piece comes back with the new address or reason for non-delivery. Returned envelopes will cost you the equivalent of the postage on the returned piece but this is worth paying instead of constantly mailing envelopes and not knowing if they are reaching their destination. This will also work with Bulk Mailings as long as "Return Service Requested" is printed in the return address area of the postcard.

Certify your mailing list. It is recommended that once a year you get your mailing list certified to ensure accuracy and standardization of the way the addresses are done. This is a service offered by mailing fulfillment companies. You can e-mail or give your file to them on a disk to get this service done. Keep up with address changes. Annually, you can also have your list checked against the post office's National Change of Address list to update your list regarding records with address changes. This information is derived from the forwarding orders people complete at the post office. Bowler TRAC's National Data Service includes these services at no additional cost, addresses are checked to insure that the addresses are deliverable by the Post Office - this can be used as often as needed - and annually data is checked against the National Change of Address Registry.

Back Up Your Data. As you build and manage your database, don't let a computer glitch wipe out your hard work and files. Back up your database on a daily basis. It is important to understand that managing your database is an ongoing process which takes time and attention. Also make sure that backups are moved off of the machine in case the machine itself becomes unusable.
DATABASE MARKETING

After your bowling center starts building and managing its database, the most important function will be to implement database marketing. A well constructed and clean database will be meaningless if your business does not use the database to target market and increase sales. There are three decision points related to database marketing - who to target (which customer file), how to reach them (in-person, phone, fax, e-mail, mail) and what to communicate and offer (programs, savings). In relation to the kinds of segments discussed in the database building section, following are some database marketing strategies which could be implemented by your bowling center.

League Members. On average, league bowlers produce around 50% of a bowling center's annual lineage. This loyal, frequent customer segment warrants target marketing as a means of retention. League bowlers also playa large part in helping to develop new league bowlers by bringing family and friends. Your league members can be marketed in person, via mail and telephone. Consider giving every league member a "League Member Benefits Card" good for various offers and savings. The card can be mailed to each league bowler or distributed in-center through personalized envelopes. Another exciting strategy is to develop and mail a newsletter to the league bowlers. The newsletter could be a self-mailer (no envelope needed) and contain information about league programs, open play specials and tournaments. Consideration can also be given to including some coupons in the newsletter. To help cover your costs of printing and postage, you could sell advertising space to businesses in the community. An inexpensive way of reaching your league members is to e-mail them information and coupons. E-mailing can be done without a lot of preparation time and reaches your target quickly. To boost league bowler retention and create goodwill, consider a telephone program in which you call every league member once during the season to ask how their season is going and learn if any problems exist which might cause them to not return the next season. Establish a target marketing plan in which you contact your league members at least quarterly.

Open Bowlers. As was noted in the introductory part of this Toolbox section, your bowling center probably has around 22 times as many open bowlers as league bowlers. Trying to get these people to bowl more frequently and spend more money is an important marketing strategy, plus open bowlers are your pool for future league members. Considering their value, open bowlers should be targeted, ideally, on a monthly basis, but no less than quarterly. Your open bowler database can be reached via mail, e-mail or telephone. Consider mailing or e-mailing the open play customers coupons (see the BPAA Marketing Toolbox section on Couponing for offer concepts). If mailing, the use of a postcard is the most economical approach from a printing and postage standpoint. You could also mail a flier and/or coupons in an envelope.

Using the telephone as a marketing tool would include the idea of calling recent customers to ask how their visit and experience was or to invite specific bowlers to upcoming events which might interest them in particular.

Given the vast size of your open bowler database, you could segment the open play customers for more specific target marketing opportunities. For example, "glow" bowlers could be targeted for those kinds of programs or youngsters could be informed about family oriented programs.

Open bowlers are also ideal for communicating information about short season bowling programs or clubs which are effective ways of helping them make a transition to league play.

Birthday Party Guests. If someone attends a birthday party in your bowling center, and then decides to have a future party with you, that could bring in a couple hundred dollars. Birthday party guests merit special attention and marketing efforts to get as many guests to book their own parties. This is an important reason to collect the birthdates for all of your customers. With that information, you can implement a simple, easy to administer marketing tactic. About six weeks before each birth month, mail your birthday party database information about your bowling center's birthday parties. For example, children born in October would be mailed to in mid-August. The mailing could also include a free game for the birthday child and/or an offer that would allow the birthday child to bowl free with a party of 10 or more people. Arrange this mailing to occur routinely. Circle the 15th of each month on your calendar as the birthday party mailing date. Prepare the mailing in advance of each month. Bowler TRAC provides you with the capability of selecting customers by a range of birthdates. This process is easy to manage and will produce results. Please note that you can also buy a mailing list of children with their month of birth identified and this file could be merged into your own database.

Tournament Bowlers. Tournament play can be an important part of your lineage mix and you can use your database to attract bowlers to tournaments your bowling center conducts and hosts. You can target those people who have bowled in previous events or communicate with league bowlers, based on average, for scratch or handicap tournaments, as an example. Prospective tournament bowlers can be contacted and given tournament information by mail, e-mail or telephone.

Companies/Groups. The growth potential for company parties, special events and fund raisers is enormous, especially when more lanes are available due to diminished league play. You can use your company/groups database to target organizations to have events at your bowling center such as parties, team building, fund raisers, etc. The suggested strategy is to fax a letter or flier to the groups then follow up with telephone calls. You could also mail information to the organizations. To encourage company parties and similar events, consider extending an offer of $50 off a party of 25 or more people.

Special Interests. You can develop special interest bowling programs, such as "Learn to Bowl," adult/youth "Bowling Ball" or an adult "Have a Ball" by tapping into your database and targeting the appropriate people. A learn to bowl program, for example, will appeal to lower average bowlers (if you can identify them), an adult/youth Disney league will attract children and their parents, and an adult Have a Ball club will do well among the 18-30 year old segment. Direct mailing and telemarketing to these populations are effective advertising methods.

Some database software allows you to track frequency of customers. Bowlers are issued mag-strip cards which get ~ swiped every time they bowl. This accomplishes two things -tracks their visits by date and quantity purchased - (games bowled and/or dollars) and awards points for a rewards program. You can implement a frequency rewards program by allotting points for every dollar spent or game bowled which the customers can redeem for awards. You develop the points system, allocating a certain monetary value per point, and create the awards list. A frequency program like this is best managed in conjunction with your database system and the mag-strip card is almost a must. Frequency programs foster loyalty and do generate more sales, but the program does require constant management.

Almost as important as the awards part of the program is the customer tracking. An effective frequency database program will show the dates customers bowled and can prepare reports identifying people who have not bowled in a certain time frame, for example the past 30 days. This will enable you to implement a "We miss you" marketing strategy in which you mail a postcard to people who have not recently bowled. The card invites the people, to come in for a special offer. A sample is provided in the Exhibits Section of this chapter.

The BPAA Bowler TRAC software program combines the best of both worlds serving as a database management and marketing system. It is custom designed for bowling center use and is easy to administer and use. The ability of Bowler TRAC to integrate the marketing application with the database is superb. The database management feature allows you to build a database, as well as import other databases. There is even an option for uploading and downloading national database files. The management feature enables you to set up files on people, households, organizations, affinity groups, leagues and events and there are a variety of fields available for each record. Adding, deleting and managing duplicate names are simple tasks in this program.

Available target marketing functions include customized letters via creating merged documents, creating brochures, emails and telephone lists. Bowler TRAC provides a feature in which you are given guidance on determining the best marketing plan for reaching the desired audience. The reports feature will help you monitor the entire process.

BPAA Bowler TRAC is only available to BPAA member centers. Call 1-800-343-1329 x 259 or visit www.bowlertrac.com for more information, request a free demo cd, or purchase the product.

Your bowling center can gain a competitive advantage by implementing a database management and marketing program. Bowling centers which effectively build, manage and market their database find this strategy to be efficient and economical, plus it increases sales and profitability. This BPAA Marketing Toolbox section has presented information on the need and importance of database management and marketing, and the steps to implementing your program. Database management and marketing should be a priority task in your business.

Terrace Lanes in Frederick, Maryland has been effective in building, managing and using their youth bowler database. General Manager Kathleen Perry made this part of her operation a priority. The bowling center builds its database by registering its youth league members and youth open bowlers by category (i.e., glow bowl, camp programs, etc.). The center has also bought a list of youngsters from American Student List and a home-schoolers mailing list. Their youth database numbers in excess of 6,000 records and one employee is charged with the responsibility of managing the database, especially keeping it clean. The database is used to promote birthday parties, league programs, open play and special events. Terrace Lanes typically contacts the children in their database three to four times a year. Coupons are often distributed in their mailings. The youth database has proven to be an invaluable tool for Terrace Lanes.

Steve Richter of Bardon Bowling Centers shared the following Birthday program that was responsible for increasing Birthday Party revenue 75 - 83%. They use Bowler TRAC to manage a three-step contact system for their Birthday Party Program. Bardon Bowling Centers have always collected names and mailed gifts to the birthday child. They realized the tremendous growth mentioned above after adopting the following steps.

1.	Mail a postcard to the birthday child parents letting them know of the benefits your center offers in your birthday party programs. Mail 45 days from the child's birth month

Mail a letter to the birthday child's parents with your flyer and an emotional letter that would make then think they're crazy for not letting you take care of their child's most important day. Include an early booking certificate for a discount on the birthday child (or free) with an 8-10 person minimum if booked 2 weeks prior to the birth month of the child. Mail 30 days from the child's birth month.

3.	Mail a postcard to the birthday child 2 weeks from their birth week with your offer within your birthday club.

A fourth step is being implemented that entails calling all of the parents who were sent the 30-day mailer and follow up to ask for the Birthday Party sale - this will be accomplished one week after the mailing was sent. This will help increase their revenue even more.

Playdrome Cherry Hill and Playdrome Woodcrest, both in southern New Jersey, have focused on increasing company parties. Owner Jon Perper has seen the declining league lineage trend for several years and decided to start filling those lanes with corporate outings. They aggressively built a company database and implemented a strategy to contact organizations by phone, fax, mail, email, and in person. To get started, Playdrome bought a list of companies in their market area. They then added to the list by joining the Chamber of Commerce and collecting business cards through in-center fish bowls. Their company/Group database numbers several thousand. Playdrome employs a sales and marketing director who is dedicated to developing the party business for both centers. This strategy has been highly effective with group sales growing annually. Each company is communicated with on a monthly basis using every conceivable medium throughout the year. The bowling centers have achieved top-of-mind awareness in their market area as ideal facilities for having group outings, fund raisers, etc.