Border Bingo Clubs have been successfully running their bingo clubs for over 25 years. However various factors including the smoking ban and more online bingo meant that they needed to re-position themselves in the marketplace and encourage a new and younger audience to play. But whilst doing so it was vital for them to look after their existing loyal customers and communicate the planned changes to them.
The Bingo industry has undergone a massive change throughout the UK, you can hardly turn on the TV without seeing one of the leading online companies sponsoring a high profile programme. Bright Light Marketing were given the task of developing a new Brand Identity and Marketing Campaign to increase loyalty from existing customers and also encourage new and younger customers to also play bingo.
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Rather than seeing the rapid increase in on-line bingo as a threat Bright Light Marketing decided to use it as a positive way to highlight the values of Border Bingo Clubs. Namely that this is a very sociable and fun activity and a great way to make friends in local, independently run clubs who really value and look after their members. As a result a new brand identity was developed and the character of Buzby the parrot was launched with the accompanying strapline Are you coming out to play ? The new brand is currently being rolled out very successfully via advertising, direct mail and radio campaign and within the clubs themselves.
Bright Light Marketing also analysed the existing customer database and implemented a direct mail campaign to clean the database, encourage lapsed members to return and introduced a new sophisticated membership system. This has meant a much clearer picture of attendance patterns has been established along with intelligent profiling of all customers.
Further campaigns will enable Border Bingo to cross sell promotions and target new customers such as groups of work colleagues, local clubs and people who have never played before via Bingo for Beginner’s nights and a dedicated members newsletter Buzby’s News. |
All of this marketing activity has helped to re- position Border Bingo Clubs firmly in the marketplace and has increased attendance and revenue meaning that people really are Coming out to Play again.