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Most FECs draw from as few as 40, to 60, people with great business success. Awareness of the facility.
Special Events and Promotions. This is the time that will be largely filled by people coming in with families to enjoy an hour of quality family time, and to get outdoors. In order to drive up utilization during these hours, the direct population around the center must be aware of its existence.
This will primarily be accomplished through newspaper advertisements in local papers. In addition, radio and highly targeted cable television advertising may be considered. This will be most important during the first season.
Once people know of the existence of the center, this advertising will turn into a reminder that the center is available and what activities are offered.
In addition to the targeted advertising, other campaigns will include dollar off coupons that will be made readily available through a number of outlets: This event is specifically designed to raise awareness of the facility immediately.
Free games on the miniature golf course will be promoted aggressively. The key here is to give a free game to one person that will bring two or three other paying players with them.
This will be accomplished via: A number of different organizations give out small prizes for all types of activities. For example, schools often have reading programs that children earn points by reading books.
These points can be exchanged for prizes. One such prize can be a free game of miniature golf. Anyone who attends a party at XXXXX primarily birthday parties and corporate outings - see below will go away with a coupon for a free game.
This especially works well with birthday parties.
Children return home with the coupon and get the parents and siblings to come back and play at a later time. XXXXX will offer for sale on site and over the web, gift certificates for the entire facility.
There will be a big push for these gift certificates during the Christmas in July promotion see belowand during the month of December several newspaper advertisements will be run. Once again, this marketing program is intended to maximize the course utilization during the hours that will normally be very busy: Most of the dollars for this type of marketing will be spend during the early part of the season and taper down over the length of the season.
Special Events and Promotions The truly successful FECs know that the key is to maximize the utilization of the facility during the normally slower periods. This is essential Monday through Friday from 10am until 4pm tourist markets will have different peak and slow periods. The amount of utilization during these 30 hours per week can be the difference between a nicely profitable business and a tremendously profitable business.
XXXXX marketing will look extensively at increasing the course utilization during these key hours. While awareness and reminders that the facility exists is important, it becomes less so as time goes on.
This type of marketing, on the other hand, will always be very important. We are planning a number of segments to this marketing. We will carefully observe the effectiveness of each program and change or replace as necessary.
Some of the initial concepts are: Busy parents have little time to organize parties for their children, but there is a great deal of peer-pressure to have fun, exciting parties.
XXXXX will offer an all-inclusive party package that will relieve the parents of this burden while making a special day for their child and friends. The package will include a game of golf, batting cage token, cake, hotdog and beverage, and a small gift bag with trinkets and a free game coupon.
A Party Coordinator will ensure that all the children have fun and the event proceeds smoothly.
Many companies have summer outings for their employees to show their appreciation. While large companies tend to do large events, like renting out an amusement park for a day, small and mid-sized companies have fewer options.
XXXXX will do a direct mail campaign to area businesses and offer the facility for such occasions. These will be worked out on a case-by-case basis, but will essentially allow a company to have full use of the facility for a Thursday afternoon outing. They would have exclusive use of it from noon until 4pm.
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