KINGSBOROUGH

BOWL CLUB
ANALYSE OF FEEDBACK
IMPACT OF MARKETING
CAMPAIGN
 PRODUCT STRATEGY:
 The game of Bowls (outdoor Pennant corporateandsocial).
 The game of Petanque.
 Clubroom facilities available to hire for functions, meetings and general use.
 Alcohol sales via the member bar and function bar (beer, wine and spirits).

 PRICE STRATEGY:
 The average social roster prices are $5 per game and $10 registration.
 The average function prices are affordable.
 The average bar prices are marginally below our competitors.
IMPACT OF MARKETING
CAMPAIGN
 PLACE STRATEGY:
 KingboroughBowls Club is located north of Margate, which is convenient to most
people in Kingston, Blackmans Bay, Snug, Huonville and surrounding suburbs. A continued
effort will be made to update facilities and amenities to ensure comfort, functionality
and aesthetic appeal and to promote a modern and professional image.

 PROMOTION STRATEGY:
 The promotional strategy for the KingboroughBowls Club aims to promote the Club as a fun,
friendly and social, yet competitive and professional place to play bowls, with well-
organised and modern function facilities.
COST AND TIMELINE
COST AND TIMELINE
MARKETING TRENDS
 Why change marketing strategies? – Consumers change the way they shop and how they
spend their time and money
 Stay up to date to ensure you’re marketing to the right people who are in your target audience
– save time and money in the long term
 Improve customer service - word-of-mouth marketing is the most powerful marketing tool
 Video content marketing - 72% of people would rather use video to learn about a product or
service than text
 YouTube is the second most popular social network behind Facebook
 Lower cost barrier than in the past makes it much more accessible and less intimidating

 Social Media Marketing Trends - social media spending will account for almost 20% of
marketing budgets in the next 5 years
 Connect with customers authentically
 Provides fun and informal outlet
 Facebook/Instagram posts and stories
 Influencer – “everyday people” that the customer can trust

 Search marketing trends

 Voice search (Siri,Alexa,Cortana or Google Assistant) – greater inquiries than ever!
 Mobile-First indexing – 48% of consumers start mobile research with a search engine
 businesses should ensure their website is discoverable and readable via mobile devices
 Newspaper advertising
MARKETING CAMPAING and editorial

Will focus Direct e-mails

Promotional banner
Young people Includes
15-45 years Social Media

Kingborough Club signage, pamphlet

Live and work Municipality delivery

Meal and drink vouchers

The official club

Complimentary TAB
newsletter and
Promotional vouchers Raffle tickets

Free bowls games

A family event each month Which includes a BBQ and
local band Kids eat free vouchers
 MARKETING CAMPAING At this moment there
are around 260
members

Where people had to pay an amount to

Membership be part of the organization to obtain
special benefits Number
The desire of members

Social corporate
members The organization wants to focus on a
friendly and social but competitive
and professional environment.
 CONCLUSION
6,000

5,000
MEMBERSHIP

4,000
1. The new activities increased the
3,000
memberships: 61.8%
2,000

1,000

0
2014 2015 2016 2017 2018
AGES

2. There was a 30% increase in turnover at the bistro with more families attending on the nights that the
barefoot bowls was on and also utilization of the meal’s vouchers

3. The screen monitors kept the people and visitors of the club updated on EVENTS and
PROMOTIONS during the day and the week
4. The club attracted more members and families
on winter nights when there was no electricity, as
it has its own generator (gasoline).

5. The newsletters kept all club members,

families and new users informed.
.

RECOMENDATIONS
 In the months of greatest affluence of partners and families hire more staff in areas such as
restaurant, information points and area managers: bowling, games, etc.
 In the area of ​restaurants and meals have more inventory to meet the demand of the cold
months and more influx such as holidays and Christmas.
 Maintain updated club brochures monthly with all the detailed information such as type of
events, price, venue of the event, etc.
 Include barefoot bowls as part of your options for Friday afternoon school.
 The possibility of having interclub bowls tournaments which would include travelling to other
bowling clubs in the district and returning the favour to their teams.
REPORT OF MARKETING
ACTIVITIES
 There was a 30% increase in turnover at the bistro with more families attending on the nights
that the barefoot bowls was on and also utilization of the meal’s vouchers such as “Kids eat
free” vouchers.
 There were promotional vouchers in the newsletter for people to use within club such as meal
and drink vouchers, Complimentary TAB and Raffle tickets, free bowls games etc.
 We were able to prove the success of these vouchers being used. On each month 2000-2750
vouchers being used throughout the club.
 We where able to increased the base membership from 3000 to 4850.

Members
6000

5000

4000

3000

2000

1000

0
March April May June July August Septiembre Octubre

Members
PROMOTIONAL ACTIVITIES SUPPORTING
MARKETING OBJECTIVES INTO THE FUTURE
 MAIN MARKETING
OBJECTIVES IN THE FUTURE
 Explore the future development of the club : First indoor bowls center in the southern suburbs
 To ensure the club continues to have representation in the ‘A’ and ‘B’ Grade Pennant
competitions.
 To maintain and enhance the Club's respected standing within the Tasmanian Bowling
Fraternity.
 To develop and encourage a competitive and sportsmanlike culture within the club.
 To provide a friendly, social and professional Club atmosphere for members and visitors to
enjoy.
 To promote the club as a progressive and sustainable sporting/social facility/Club.
 To maintain two first class greens.
 PROMOTIONAL ACTIVITIES THAT SUPPORT THESE OBJECTIVES

Some advertisements and flyers will be Direct marketing of the database and
implemented to promote the new center and marketing "Keep in touch" (newsletters,
social corporate bowls letters from the sponsor, email).

  Public relations activities (press   The Kingborough Chronicle and

releases and presentations) Huon News (local newspapers)
have provided annual advertising

  Members have been involved in the

personal sale to recruit new players / This recommendation marketing
members and introduce teams to social and word of mouth promotion.
corporate bowls.