The challenge
Pinheads, in Fishers, Indiana, served bowlers, arcade gamers, volleyball players, and craft beer fans. Each wanted different news.
Director of Bowling Operations & Marketing Zack Carrie typed illegible comment cards into a spreadsheet every week.
Lists were split manually, taking time from daily operations.
The solution
1. Guest WiFi: Turn WiFi connections into contacts
Zack plugged in two Adentro (formerly Zenreach) access points. Guests connecting to free Guest WiFi became contacts at about 450 a month.
Customer Data added demographic analytics and visit behavior. The team used those insights to plan ads and billboard designs.
2. Audience Segmentation: Send content for each crowd
Audience Segmentation sorted contacts automatically into league bowlers, arcade gamers, volleyball players, and beer lovers.
Email Marketing sent targeted blasts to each group, plus automated messages to first-time and lost guests.
3. Walk-Through Rate™: Match messages to return visits
Walk-Through Rate™ matched those messages to verified return visits.
The results
- 5,500+ contacts collected, in the past year
- 20% walk-Through Rate™, on targeted and automated messages
- 450 new emails a month