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BOWL EXPO PREVIEW

A Seminar You’re Advertisers also must compose the
ads. Selecting the best images, videos
Certain to Like and text can help attract the desired
customers.
“One of the rst things you want to do
is start collecting good images — and
Nicole Krug will focus on getting more not just of the front of your bowling

out of your social-media investment. center,” Krug says. “You need images of
people having fun at your center, videos
of late-night cosmic bowling, videos
BY JOHNNY CAMPOS of kids having a birthday party. Social
media, especially in advertising, is very
f all the presentations and semi- driven by visuals.
O nars scheduled for International “ e current stats are that people
Bowl Expo 2024, attendees should “like” are scrolling the length of the Statue
the one by Nicole Krug called “Social of Liberty (that’s 305 feet) every day
Media Advertising.” Since 2009, Krug on their phones. So, a big marketing
has been helping small businesses with term has become, ‘Stop the scroll.’ You
all varieties of digital marketing through need to have something that is bright,
her company, Social Light. interesting and exciting enough that
“We help with a lot of bread-and- motivates somebody who’s mindlessly
butter website stu , social media, email scrolling to stop and pay attention.”
marketing and SEO (search engine is is also the space for bowling
optimization),” she says. “I do the Nicole Krug’s social-media advertising centers to promote features of their
majority of the strategy and I also have presentation at Bowl Expo is certain to establishments that make them stand
seven other people on the team.” garner a lot of “likes.” out from the rest.
Krug will focus on the various social- “Do you have something that’s really
media platforms, such as Facebook and of people are intimidated by the idea of di erent from everybody else?” Krug
LinkedIn, that have become primary social-media advertising because they poses. “Do you have bumper bowling or
marketing channels. think that it’s going to cost thousands duckpin bowling? What sets you apart
“It’s a great way to reach a target audi- and thousands of dollars. If you’ve got a and makes your center super fun? And,
ence,” she says. “But, like most other thousand dollars, you can certainly do a quite frankly, what makes you the most
things in marketing, there are ways to lot of advertising. But you can also make money?”
make it more e ective. A lot of people a di erence with a $10 boosted post if To help bowling centers reach their
know how to get on Facebook and look you take the time to do it e ectively.” desired target audience, there are tools
at the pictures that their friends are e rst thing proprietors must do is to help customize and boost ads.
sharing. But it’s hard to understand how gure out what they want to advertise. “If you just click that button that says,
to use it for your business’s advantage.” “ at sounds dumb, right?” Krug ‘Boost the post,’ they’re going to take
One of the hurdles that bowling asks. “Of course, you’re advertising your money, and they’re going to decide
center operators will face is feeling bowling. But if you think about all the who they are going to show it to,” Krug
comfortable with the new advertising di erent types of bowling — tourna- says. “You have options to say you want
avenues. ments, leagues, bumper bowling, to reach people in a certain zip code,
“I would tender a guess that there’s cosmic bowling, birthday parties, you want men 55 and over, you want
probably a lot corporate team building — there are a people who are interested in certain
of bowling cen- lot of di erent reasons people come into things.
To view a “Pro t ters out there a bowling center. “Depending how super-niched you
Break” interview that have tried “So, when you advertise, you can’t get, you may not reach many people.
with Nicole Krug,
scan this QR code. it already,” just advertise bowling. You have to think But in some cases, we won’t even spend
Krug says. “But a little more about what you really want. all the budget because it’s super-niched.
they spend You have to be intentional about what ere are only so many people that [the
$100 and say if you want the advertising to do for you. post] can reach. It’s better to reach only
it doesn’t work, Once you know that, you can gure out 100 people if those are the 100 people
they’re never how to reach the people.” that are going to come into your center,
doing it again. at is not just as simple as paying than to reach 5,000 and have only ve
“And a lot $10 to boost a post on Facebook. (continued on page 92)

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