Digital transformation delivered a 651% ROI to a family bowling center.
Pin Chasers isn’t your grandpa’s bowling alley — it’s a fully-equipped party and entertainment center. Each of its three locations offers an arcade Game Zone, psychedelic cyber bowling, a complete menu of tasty food and drink options, and a full bar for the grown-ups.
Growing a business in a declining industry.
To compete with new entertainment options like laser tag and climbing gyms, Pin Chasers needed a marketing agency to change consumer perception and deliver digital transformation. Our response? Sounds like fun!
The plan: Take an old-school pastime and bring it up to speed.
Pin Chasers has been a local favorite for family fun and friendly outings for over 50 years, but observed the bowling industry struggling to keep up with competition. They needed a new, younger audience they could cultivate and nurture into regular, repeat customers — especially for birthday parties.
Developing a site that mirrors the client’s industry-leading customer service.
In 2018, the client trusted us with a second website redesign. Everything about Pin Chasers is fun and customer-friendly, so we built a website to match. We updated the brand, and brought information like hours, locations, and prices to the forefront. We launched a Birthday Planning Center with info parents need to plan the best birthday parties in Tampa. We streamlined our custom searchable database of locations and leagues and made it easier than ever to book a lane or party online.
All without sacrificing design.
Strategy, creativity and technology set us up for a perfect game.
Pin Chasers needed to reach three very different audiences: casual bowlers, parents researching birthday party options, and league bowlers.
We lined up audience personas with laser-focused SEO keywords, fun and informative content, buzzing social media activity, and a revamped Google AdWords campaign.
Breaking down the tactics pin by pin, here’s what we did:
- Reached 7000 Facebook users monthly
- Interacted with 2900 social media fans
- Published 42 blog posts
- Grew organic traffic 220%
- Sent 95,000 customized emails
- Built 25 custom landing pages, driving 12,500 unique visits
We tracked every marketing engagement through Hubspot, which allowed us to create an inbound funnel that led folks from curious to interested to sold. And the results speak for themselves. Let’s look at the scoreboard:
- 7.6% increase in party bookings
- 480% Google AdWords conversion increase, with only 3% spend increase
- 103% increase in unique visitors
A track record of success built on a foundation of fun.
We’ve been working with Pin Chasers since 2011 and continue to do so today. We’re always looking for new opportunities to serve up content, refine keywords, or roll out exciting promotions.
And we like to get in a little team building on the lanes, too!