Making Bowling Strike Again

Making Bowling Strike Again A marketing strategy for the bowling industry

What will we roll out today?An Industry OverviewOur Customer ProfilesThe Marketing Strategy

Indicators of decline: Declining Revenue

Key Industry Statistics

Revenue$3.5bn

Businesses3,267

Annual Growth 11-160.6%

Profit$116.7m

Wages$944.2m

Annual Growth 16-210.5%

Product segmentation and sources of revenueTraditional bowling activities account for only 24.6% of total industry revenue in 2016

Decline due to changing demographic and economic factorsMacro trends: Changing consumer demographicsLarger bowling centersCauses of declineAlternative entertainment options such as in-home entertainment The recession reduced disposable family incomesAmericas overall decline in social engagementProfessional Bowling losing its credibility

Highly competitive landscape EXTERNAL Factors:

INTERNAL Factors:

Home entertainment

Family Fun & Sports entertainment CentresAmusement ParksLow concentrationCompetition based on location and services

Medium entry barriersLow technology change

The industry has 3 main competitive advantages

How to revive the bowling industry? Leverage the competitive advantages to focus on the 4 main customer segments:

FamiliesSeniorsLeague BowlersYoung Adults

Follow an urban/suburban splitNiche Markets Strategy+

Making bowling alleys family friendly

Limited disposable income

Most of spare time on weekends (until late afternoon)

Families want to eat, drink and bowl

They search for a clean, safe and quality facility

Focus on facility safety and qualityConvert into Family Entertainment Center (add attractions)Reserved family hours and discounts (e.g. birthday parties)Great food & beveragesOffer glow-in-the-dark lanesBowling lessons for kids and adult-and-child leaguesLocation close to residential areas

Bowling as a social fitness alternative for seniors 95% of seniors believe physical activity is beneficial YET over 53% participate in less than 2 hours of physical activity a week.

Attractive segment: Seniors spend 4-6% of their income ($1600-3000) on entertainment annuallyTheyre the largest growing population segment Largely familiar and comfortable with bowling

Target reasons why seniors are not engaging in physical activityLack of interest, feeling of loneliness & dislike of going out alone = create senior specific bowling programs and events

Lack of transportation = partner with senior homes to deliver reliable transportation

Physically strenuous = include less demanding activities such as candlepin bowling

Location urban or suburban

Millennials - taking bowling to their fingertipsPBA-Certified Bowling alley apps:Book lanesKnow timingsOrder food and drinks beforehandGet couponsScore sharing on social mediaInformal competitions among friendsPBA LeagueUrban locations

Millennials - making it the place they wanna be in

Stardom to The BowlersMake bowling a credible and respected career option Corporate Bowling Leagues College and School tournamentsMake PBA the Apex Authority Spread presence to more countries Branch institutions under PBA

Make them stars again - promoting their brand

Strike!

This is just the beginning so.