Marketing and Sales

  • Introduction to Strategic Marketing (09101MS)
  • Building & Retaining a Customer Base (10201MS)
  • Customer Demographics & Segmentation (10202MS)
  • Promoting Sales Inside The Center (13150MS)
  • Promoting Sales Outside The Center (13250MS)
  • Developing an Annual Sales Promotion Plan (13350MS)

Introduction to Strategic Marketing (09101MS)-
This course introduces students to understanding and recognizing target markets and developing specific programs to their needs..

Course Lessons and Objectives:

Lesson 1

  • Define marketing and its key elements.
  • Understand why marketing is essential to your bowling center’s success.

Lesson 2

  • Compare your center’s marketing budget against industry standards.
  • Identify your center’s marketing emphases and approximate percentages of the marketing budget that are dedicated to each focus.

Lesson 3

  • Define “ROI” (Return on Investment).
  • Calculate ROI for a marketing campaign.
  • Evaluate the success of a marketing campaign.

Building and Retaining a Customer Base (10201MS)-
This course shows students how to promote your center to different customer segments and transition casual bowlers to committed customers.

Course Lessons and Objectives:

Lesson 1

  • Grasp the potential of the open-play market for your center’s future.
  • Understand the multiple segments that make up open play bowlers.
  • Relate the various programs offered by BPAA to increase youth participation in your center.
  • Evaluate ways to transition bowlers from casual to recreational bowlers.

Lesson 2

  • Establish a method of tracking league dropout and a plan to lure them back.
  • Learn how to maintain leaguers' interest.
  • Identify potential league bowlers from your current customer base and via outside sales.
  • Determine effective incentives and promotions to bring in new league members.

Lesson 3

  • Analyze ways to develop events business in your center through targeted marketing.
  • Evaluate the variety of promotional options available to the center.
  • Learn how to use your facility as a showcase to the local community and transition event bowlers to committed league bowlers.

Customer Demographics and Segmentation (10202MS) 
This course demonstrates how to define different customer segments based on common characteristics and how to capture customer information for the development of a functional database.

Course Lessons and Objectives:

Lesson 1

  • Track and adjust evolving demographics.
  • Define opportunities based on demographics, and generational preferences, in your target marketing area.
  • Evaluate options that meet the needs of consumer segments.

Lesson 2

  • Identify gaps in programming for each demographic near your center.
  • Build and maintain an accurate database of bowlers and prospects.
  • Initiate marketing that combines demographics research and database records.


 

Promoting Sales Inside the Center (13150MS)-
Opportunities come to a center every day, from inbound calls to customers on the premises. You will learn how to maximize inside sales opportunities by matching products to guests.

Course Lessons and Objectives:

Lesson 1 - Understanding the Importance of Product Knowledge

  • Define what “inside sales means.
  • Recognize who is responsible for inside sales.
  • State the benefits of product knowledge.

Lesson 2 - Matching the Product to the Guest

  • Match your center's products to your guests.
  • Recognize the characteristics for each Bowler Life Cycle bucket.
  • Understand the features of your center’s products.
  • Share the benefits of your center’s products with guests.

Lesson 3 - Correct Selling Techniques (aka Upselling/Closing)

  • Move guests along the Bowler Life Cycle.
  • Promote the right products to the right guest.
  • Determine upsell opportunities.
  • Initiate the Bowler’s Boost.

Promoting Sales Outside the Center (13250MS)- 
Students will learn best practices for creating sales opportunities outside the center, using telemarketing techniques and in-person meetings.

Course Lessons and Objectives:

Lesson 1 - Goal Setting

  • Specify your current outside sales promotion activities.
  • Manage supply and demand as it relates to your center’s inventory.
  • Establish future goals based on history and inventory.

Lesson 2 - Lead Generation

  • Recognize an internal source of leads.
  • Tap into existing resources to generate leads.
  • Develop outreach efforts to promote sales outside the center.
  • Generate leads through social media networking outreach.

Lesson 3 - Closing the Sale, Effective Strategies and Post-Event Follow-Up

  • Decide the method of closing a sale close based on the client/prospect and product.
  • Utilize direct-booking tactics to effectively close a sale.
  • Implement sampling strategies to help close more sales.
  • Maximize sales by utilizing a post-event follow-up method.

Developing an Annual Sales Promotion Plan (13350MS)
This course walks the students through increasing sales by maximizing existing customer releationships and developing tracking, booking and follow-up processes.

Lesson 1

  • Take a long view toward planning your sales and promotionsactivities.
  • Explain differences between strategic and tactical planning.
  • Identify the common obstacles to staying on plan.
  • Manage your inventory to maximize sales.

Lesson 2

  • Complete a quarterly plan.
  • Explain the connection between the quarterly plan and the annual plan.
  • Maximize your monthly planning sessions.
  • Evaluate the results of your activities.
  • Track your progress against annual goals.
  • Organize sales efforts so that everyone knows the process.
  • Set sales goals, using action plans, etc.

Lesson 3

  • Complete a monthly plan.
  • State the benefits of monthly planning.
  • Analyze opportunities for a one-month period.
  • Develop a one-month plan.
  • Discuss how to use activities to move from plan to goal.