League Development
To develop leagues, we use a multimedia marking approach. Targeting a specific industry or group, we use direct mail offering a free party and mention the new league that is being developed. We follow up the mailing with a telephone call campaign to book free parties, develop contacts, screen out poor prospects, and register/floor teams. We also target common bonds to develop interest— i.e., auto suppliers bowling and networking league.
We find when the target has a discernible common bond, the mail campaign loosens up the prospects who accept the free party offer which gets them in the door. Personal phone contact builds goodwill, and establishes the chain of command and contacts. This allows a strategic follow-up that includes dates and possible referrals. This personal foot-in-the-door is key to continued contact. Don’t just mail and don’t just call.
Develop a solid target that shares a common bond, i.e. restaurant employees, auto suppliers, hospital/ health workers, local merchants, etc.
Ensure that the product offered will meet the needs of the targets (time of day, length, cost, perks, etc.).
Direct Mail must be professionally designed and appeal beyond the intended league that is being formed. It should also include a free party invitation and special coupons as well as describe other center services. There needs to be a benefit beyond the league information so that it will be more appealing at the target business, organization or association, i.e., offer a free summer bowling party to the business employees and guests. This makes getting a phone contact easier.
Personal phone calls must be made by a qualified professional sales person to gain access to names and referrals, and to secure follow-up agreements until the league start-up date. Don’t put your new, low-wage counter person on this task—owners or general managers should be performing this important work.
We have generated over $150,000 annually in new business by flooring new leagues.
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Bowling Proprietors’ Association of America
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