Understanding YOUR GROWTH Demographics

Transcription

1 Understanding YOUR GROWTH Demographics

2 Outline 1. Bowling Demographic Snapshot 2. Youth Bowlers 3. Adult Bowling Segments 4. Local-Center Demographics

3 Bowling Demographic Snapshot

4 Bowler Overview 2009 Age Bowlers (000) % chg , % , % , % , % , % , % , % 65+ 2, % TOTALS 69, % SMRB: 2009 Bowling Universe = 69.3 million Total Universe = 270 million

5 Bowler Overview 2009 Age Bowlers (000) % chg , % , % , % , % , % , % , % 65+ 2, % TOTALS 69, % SMRB: 2009 Bowling Universe = 69.3 million Total Universe = 270 million

6 TOTALS 69, % 10, % Bowler Overview 2009 Age Bowlers (000) % chg. Freq. Bowlers % chg , % 1, % , % 1, % , % 1, % , % 1, % , % 1, % , % % , % % 65+ 2, % %

7 SMRB Bowler Composition Data Age % POP. % Who Bowl Index SMRB: 2009 Bowling Universe = 69.3 million Total Universe = 270 million

8 Why Understand Local Demos Identify customer opportunities Refine marketing programs Design your center Products Pricing Equipment you feature Employees you hire

9 Youth Targeting Hierarchy Get them In Get them committed Get them excited

10 Youth 6-17 Bowling Hierarchy < 200,000 USBC Members 1% are members of the USBC 3,480,000 Bowl Frequently 17% say they participate frequently 20,293,000 Bowl Annually 41% of all 6 17 year olds bowl annually

11 Youth Characteristics

12 Adult Bowling Segments

13 Dismissive Bowlers 19% Bowling Enthusiasts 16% Rookie Bowlers 20% Family Bowlers 20% Get Together Bowlers 25%

14 Bowling Enthusiast

15 BE Characteristics! View bowling as a sport Very competitive Always trying to improve Like to show off Pressure is good Bowl regularly, likely to be in a league Food, no drink years old, more males Dismissive Bowlers 19% Rookie Bowlers 19% Family Bowlers 20% Bowling Enthusiasts 16% Get Together Bowlers 26%

16 Bowling Enthusiast Opportunities? Bowling is a sport, not recreation Expect high quality center, lane conditions and customer service Huge need and desire for advanced coaching, clinics and equipment - must be approached one-on-one, face-to-face Already hooked on bowling the trick is to keep them satisfied to retain their loyalty they will move their business when dissatisfied How to recognize them? No need to search for them - they already recognize you

17 Rookie Bowlers

18 RB Characteristics! Don t care about their score Believe bowling is dated Only bowl with people their own age Bowling is hard No interest in improving Many year old females Rookie Bowlers 19% Dismissive Bowlers 19% Family Bowlers 20% Bowling Enthusiasts 16% Get Together Bowlers 26%

19 Rookie Bowler Opportunities? Bowling is purely recreational Bowl as part of group birthday, corporate and affinity parties Like the value of bowling, but only bowl 1-2 games Need more exposure to the activity they don t think about bowling How to recognize them? They are the ones in a group and not the decision-maker.

20 Get Together Bowlers

21 GTB Characteristics! Average bowler Understand the game Slight interest in improving content Care about score Bowling is a social event With folks at same level They eat and drink Mid-30 s - educated Dismissive Bowlers 19% Rookie Bowlers 19% Family Bowlers 20% Bowling Enthusiasts 16% Get Together Bowlers 26%

22 Get Together Bowler Opportunities? Have-a-good-time party bowlers social aspect Requires good food and drink make it easy to access Desire to bowl during peak times reservations? Would accept some group coaching lessons Amenities very important Would consider short-season leagues/clubs How to recognize them? They are the nonleague bowlers having a great time in a group

23 Family Bowlers

24 FB Characteristics! Like to bowl average Fun with family, friends, work, parties, outings Less competitive, not intimidated, no need to improve Not price-sensitive Eat & drink years old, family Dismissive Bowlers 19% Rookie Bowlers 19% Family Bowlers 20% Bowling Enthusiasts 16% Get Together Bowlers 26%

25 Family Bowlers Opportunities? Organized outings more ideas to attract families include the children Not extremely price sensitive bowling is a reward/treat Make an afternoon or evening of their visit keep them busy with options & packages Reward the family frequency programs Fun, family-friendly versus just amenities How to recognize them? They re smiling with their family because they are heroes

26 OPPORTUNITIES FOR ALL SEGMENTS

27 ALL SEGMENTS MARKETING What attracts MOST opportunity segments? Recognized, qualified coaches Music Good food and drink accessible Available lanes or reservations Great customer service Packages and options Fun atmosphere Competitive prices to other options Rewards or frequency programs Clean, modern environment Professional communications Decision-makers & Heroes

28 Local Center Demos

29 Demographic Information The demographics (past, current & future) customized for your center are based on 3-, 5- and 10-mile data from the following resources: United States Postal Service (USPS) United States Department of Defense (DMDC) United States Census Bureau National Center for Education Statistics (NCES) Federal Financial Institutions Examination Council (FFIEC) Internal Revenue Service (IRS) Bureau of Economic Analysis (BEA) Bureau of Labor Statistics (BLS) Office of Federal Housing Enterprise Oversight (OFHEO)

30 How To Read Your Local Demos Demo

31 How To Read Your Local Demos Demo 3-mile

32 How To Read Your Local Demos Demo 3-mile 5-mile

33 How To Read Your Local Demos Demo 3-mile 5-mile 10-mile

34 How To Read Your Local Demos Demo 3-mile 5-mile 10-mile County

35 How To Read Your Local Demos Demo 3-mile 5-mile 10-mile County State

36 How To Read Your Local Demos Demo 3-mile 5-mile 10-mile County State U.S.

37 How To Read Your Local Demos Demo 3-mile 5-mile 10-mile County State U.S % 15.7% 14.7% 14.2% 12.6% 13.3%

38 How To Read Your Local Demos Demo 3-mile 5-mile 10-mile County State U.S % 15.7% 14.7% 14.2% 12.6% 13.3% 137

39 Evaluate All Elements Age Segments Home Ownership/ Rental Race & Ethnicity Marital Status Education Household Income Vehicles Businesses & Employment

40 Target Demographics The generation just starting

41 Target Demographics The generation of their own

42 Target Demographics The generation that refuses to grow old

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46 Population Your Center s Marketing Area Population Demographics Total Population 305,921,712 Population by Age % % % % % % % % Median Age 37.1 Median Household Income $53,679 Owner Home 58.3% Rent Home 28.6% Marital Status Now Married 52.2% Separated 5.2% Divorced 9.6% Widowed 6.4% Never Married 26.6%

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51 Summary Define opportunity demos in your target marketing area Evaluate options that meet the needs of those consumer segments Develop programs to attract the defined demos Build a marketing plan against desirable consumer demos Track and adjust as demos evolve

52 THANK YOU BEST OF LUCK!