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Bourbon Bowl:
Eat, Drink, Roll
Anahi Mariche
Information
Contact
Address : 531 S Elm St, Greensboro, NC 27406
Email : info@bourbonbowl.com
Website: : bourbonbowl.com
Phone number : (336) 617-3038
Hours
Monday - Thursday : 4pm – 12am
Friday - Saturday : 4pm – 2 am
Sunday : 11 am – 12 am
Busy Hours
Thursday Friday
Saturday Sunday
Not too busy hours
Monday Tuesday
Wednesday
Promotion
$1 off and draft beer or glass of
wine
Only valid February 14th, 2024,
From 4:00 pm – 6:00 pm
Promotion
$5 margaritas
Only valid February 22nd, 2024,
From 4:00 pm – 8:00 pm
Promotion
Buy one game of bowling, get the
second game free
Buy any food item, get select
drinks 30% off
Only valid February 27th, 2024,
From 7:00 pm till closing
Promotion
Family Package that includes 2
hours of bowling, shoe rental
included, for $40 for a family of
four
Free pitcher of selective soda with
the purchase of any 2-adult meal
Only valid from every Monday
during the month of March 2024,
From 4:00 pm - 8:00 pm
Reviews &
Recommendations
The Positive
The Negative
Reviews Summary
Positive Summary
• Excellent food quality
• Tasty drinks with frequent specials add to the enjoyment of the visit.
• Beautiful patio setting enhances the dining experience.
Negative Summary
• Limited vegetarian options may deter some guests.
• Noise levels can be disruptive, making it difficult to hold conversations.
• Inconsistent service experiences reported, including long wait times and lack of
acknowledgment from staff.
Marketing Recommendations
• Enhance Vegetarian Options: Given the feedback regarding limited vegetarian options,
consider expanding the menu to cater to a wider range of dietary preferences. Highlight
these options in promotional materials to attract vegetarian customers.
• Manage Noise Levels: Address concerns about noise levels by implementing strategies such
as designated quiet areas within the establishment. Emphasize the availability of quieter
dining spaces in marketing materials to appeal to patrons seeking a more relaxed
atmosphere.
• Improve Service Consistency: Conduct staff training sessions to ensure consistent and
attentive service across all shifts. Emphasize the importance of promptly greeting and
attending to guests to enhance their overall dining experience.
• Leverage Patio Setting: Capitalize on the positive feedback regarding the beautiful patio
setting by promoting outdoor dining experiences. Consider hosting special events or
themed evenings on the patio to attract customers seeking al fresco dining options.
14 SEGMENTS
01. Local Bowling Enthusiasts
Demographic
Age: 25-55
Gender: male and female
Marital Status: single and married
Education Level: high school graduates to
college-educated
Job: blue-collar workers, professionals,
and retirees
Household Income: $40,000 - $60,000
Children: 1-2 kids
Hobbies/Interests: Bowling leagues,
tournaments, competitive play
Preferred Drinks: Craft beers, classic cocktails
Likelihood to Bowl: High
Foods: Burgers, nachos, wings, and hearty
appetizers
02. College Students
Demographic
Age: 18-25
Gender: Both male and female
Marital Status: Mostly single
Education Level: Currently enrolled in
university or college
Job: Part-time jobs or internships
Household Income: $20,000 – $30,000
Children: 0
Hobbies/Interests: Socializing, gaming,
affordable entertainment
Preferred Drinks: Beer pong pitchers, mixed
drinks with energy drinks
Likelihood to Bowl: Moderate to High
Foods: Sliders, fries, pizza, and shareable
snacks
03. Cocktail Connoisseurs
Demographic
Age: 25-45
Gender: Both male and female
Marital Status: Both single and married
Education Level: College-educated or higher
Job: Professionals, entrepreneurs, or white-
collar workers
Household Income: $50,000 – 80,000
Children: May have children, typically 0-2
kids
Hobbies/Interests: Mixology, trying new
cocktails, upscale socializing
Preferred Drinks: Craft cocktails, specialty
martinis, premium spirits
Likelihood to Bowl: Moderate
Foods: Gourmet appetizers, artisanal cheeses,
charcuterie boards
04. Event Planners
Demographic
Age: 30-55
Gender: Both male and female
Marital Status: Both single and married
Education Level: College-educated or higher
Job: Event planners, corporate professionals,
business owners
Household Income: $60,000 - $100,000
Children: Some may have children, typically
1-2 kids
Hobbies/Interests: Event coordination,
networking, hospitality.
Preferred Drinks: Open bar options,
customizable drink menus.
Likelihood to Bowl: Varies based on the
nature of the event.
Foods: Customizable catering options ranging
from finger foods to full-course meals.
05. Pet Owners
Demographic
Age: 25-40
Gender: male and female
Marital Status: single and married
Education Level: college graduate
Job: Varied
Household Income: $40,000 -
$100,000
Children: 0-2
Hobbies/Interests: Outdoor activities with
pets, socializing in pet-friendly spaces
Preferred Drinks: Craft beers, pet-themed
cocktails
Likelihood to Bowl: Moderate
Foods: Pet-friendly snacks for dogs, casual
fare for humans like sandwiches and salads.
06. Family Entertainment Seekers
Demographic
Age: 25-45
Gender: male and female
Marital Status: married
Education Level: College-educated or
higher
Job: professionals, blue-collar workers,
and stay-at-home parents
Household Income: Middle income
Children: 2-3 kids
Hobbies/Interests: Family outings, bonding
activities, kid-friendly entertainment.
Preferred Drinks: Non-alcoholic options,
mocktails for kids, beer and wine for adults.
Likelihood to Bowl: High.
Foods: hot dogs, chicken tenders, and
macaroni and cheese, along with adult-
friendly options.
07. Guys' Night Out Crew
Demographic
Age: 18-40
Gender: male
Marital Status: married and single
Education Level: Varied
Job: Professionals, blue-collar workers
Household Income: $40,000 - $70,000
Children: 1-3 kids
Hobbies/Interests: Sports, gaming, socializing
with friends
Preferred Drinks: Craft beers, whiskey shots,
sports-themed cocktails
Likelihood to Bowl: High, especially for
competitive or casual games with friends
Foods: Hearty appetizers, shareable platters,
burgers and wings
08. Sports Fans
Demographic
Age: 18-55
Gender: male
Marital Status: single and married
Education Level: Blue collared jobs to
Job: Professionals, blue-collar workers,
and stay-at-home dads
Household Income: $40,000 - $70,000
Children: 0-2 kids
Hobbies/Interests: Watching games, cheering
for favorite teams, sports-related activities.
Preferred Drinks: Beer, game-day cocktails,
pitcher specials.
Likelihood to Bowl: Moderate.
Foods: Stadium-style snacks like nachos,
sliders, wings, and hearty sandwiches
09. Happy Hour Crowd
Demographic
Age: 21-45
Gender: male and female
Marital Status: single and married
Education Level: Varied
Job: professionals, young adults, and
socializers
Household Income: $40,000 – $60,000
Children: 0-2 kids
Hobbies/Interests: Unwinding after work,
socializing, networking
Preferred Drinks: Beer, wine, classic cocktails,
discounted specials
Likelihood to Bowl: Moderate to High
Foods: Happy hour bites like sliders,
flatbreads, tacos, and shareable appetizers
10. Fitness Enthusiasts
Demographic
Age: 18-45
Gender: Both male and female
Marital Status: Both single and married
Education Level: Varied
Job: fitness enthusiasts, athletes, and
health-conscious individuals
Household Income: $50,000 - $80,000
Children: 0-2 kids
Hobbies/Interests: Exercise, healthy living,
group activities
Preferred Drinks: Protein shakes, fresh juices,
smoothies
Likelihood to Bowl: Moderate
Foods: Health-conscious options like salads,
grilled proteins, wraps, and veggie bowls
11. Alpha Trendsetters
Demographic
Age: 18-25
Gender: female
Marital Status: single
Education Level: college students
Job: Part-time job or internship
Household Income: $20,000 - $30,000
Children: 0
Hobbies/Interests: Fashion, social media,
campus events, staying current with trends.
Preferred Drinks: Instagram-worthy cocktails,
colorful mocktails, trendy shots.
Likelihood to Bowl: Moderate.
Foods: Instagrammable dishes, trendy
snacks, shareable bites for group outings with
friends.
12. Date Night Duos
Demographic
Age: 25-45
Gender: Both male and female
Marital Status: Mostly married or in a
relationship
Education Level: Varied
Job: Varied, including professionals, couples,
and young adults
Household Income: $60,000 - $100,000
Children: Some may have children, typically 0-2
kids
Hobbies/Interests: Romance, quality time,
memorable experiences
Preferred Drinks: Wine, champagne, craft
cocktails, romantic specials
Likelihood to Bowl: Moderate
Foods: Intimate dining options like shared
plates, gourmet entrees, and decadent
desserts
13. Local Tourists
Demographic
Age: 18-65
Gender: Both male and female
Marital Status: Both single and married
Education Level: Varied
Job: Varied, including tourists, travelers,
and visitors
Household Income: $60,000 - $100,000
Children: Varied, some may have children,
typically 0-2 kids
Hobbies/Interests: Sightseeing, experiencing
local culture, trying new activities
Preferred Drinks: Local craft beers, regional
specialties, signature cocktails
Likelihood to Bowl: Moderate
Foods: Regional cuisine, local specialties,
fusion dishes that showcase the area's
culinary offerings
14. After Work Crowd
Demographic
Age: 25-55
Gender: Both male and female
Marital Status: Mostly married, some single
Education Level: Varied
Job: Varied, including professionals, office
workers, and business owners
Household Income: $40,000 - $60,000
Children: Some may have children, typically 0-2
kids
Hobbies/Interests: Unwinding, socializing
with colleagues, networking.
Preferred Drinks: Happy hour specials, classic
cocktails, beer and wine.
Likelihood to Bowl: Moderate
Foods: Quick bites, appetizers, and small
plates suitable for sharing or as individual
snacks.
Target Selection
Family Entertainment
Seekers
College Students
Social Media:
Family
Entertainment
Seekers
Post Schedule
Sunday at 5:00 pm
March 3th, 2024
Social Media:
College Student
Facebook Instagram
Post Schedule
Tuesday at 4:00 pm
February 13th, 2024
Email Blast: Family
Entertainment Seekers
Subject: Don't Miss Out on Family Fun
Monday at Bourbon Bowl!
Schedule: Saturday at 12:30 pm, March
2nd, 2024
Email Blast: College
Student
Subject: Don't let this amazing offers
slip away…
Schedule: Sunday 5:30 pm, February
11th, 2024
Social Media
Video: Family
Entertainment
Seekers
Social Media
Video: College
Student
Data Axle
Location: 1400 Spring Garden Street Greensboro, NC 27412 – This is a university address. It will
target students who live on campus and surrounding aeras.
Radius: 7 miles – The radius limits the distance and time it takes for customers to reach the
restaurant, increasing their likelihood of visiting.
Income Range: $ $20,000 – $30k – I chose this income range because many college students either
live with their parents’ and work a part time job or live on campus
Age Range: 18-25 This range targets college students
Gender: Male & Female. I am targeting all college students
Marital Status: Single – Most college student are dating and not married yet. (head of household not
selected)
Home Value: $25k- 450k– Most college students live with their parents’ or on campus. This range
includes low if they rent an apartment, high if they live in their parents’ home for free.
Data Axle
Children: 0 – Most students don’t have their own children but
if they live with their parents at home, they might have
younger siblings.
Hobbies & Interests: Socializing, gaming, affordable
entertainment and social drinking - Customers with these
hobbies and interests are more inclined to become returning
customers as Bourbon Bowl aligns with theses interest.
Mail Level: College Students
3,231 leads total at a cost ranging from $210.02 to
$290.79 (50% off price)
Direct Mail: Categories
Address: 1400 Spring Garden Street Greensboro, NC 27412
Radius: 6 miles
Type of Route: Residential
Age Range: 25-55
Radius: The 6-mile radius was selected because it limits the distance and time
it takes for customers reach the Restaurant, increasing their likelihood of
visiting.
Type of Route: The residential route was selected to target specific customers.
Additionally, promotions sent to businesses are often discarded.
Age Range: Consumers in the age range 18-25 are college student
Direct Mail: Route Selection
Route Count Household size Income
27403-C010 875 2.04 28.79K
27401-C001 566 1.51 28.65K
27401-C009 780 1.81 30.62
27406-C017 828 2.55 19.09K
I selected 4 routes total. I chose the 1st and 4th route because they showed the
highest count of 18–25-year-olds. I chose the 2nd and 3rd route because they both
had a less count but had a higher income average and bourbon bowl drinks and
bowling options are not the most affordable around the city.
Mail Piece Front
Mail Piece
Back

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Advanced Marketing Management Promotional Marketing for Bourbon Bowl

  • 1. Bourbon Bowl: Eat, Drink, Roll Anahi Mariche
  • 2. Information Contact Address : 531 S Elm St, Greensboro, NC 27406 Email : info@bourbonbowl.com Website: : bourbonbowl.com Phone number : (336) 617-3038 Hours Monday - Thursday : 4pm – 12am Friday - Saturday : 4pm – 2 am Sunday : 11 am – 12 am
  • 4. Not too busy hours Monday Tuesday Wednesday
  • 5. Promotion $1 off and draft beer or glass of wine Only valid February 14th, 2024, From 4:00 pm – 6:00 pm
  • 6. Promotion $5 margaritas Only valid February 22nd, 2024, From 4:00 pm – 8:00 pm
  • 7. Promotion Buy one game of bowling, get the second game free Buy any food item, get select drinks 30% off Only valid February 27th, 2024, From 7:00 pm till closing
  • 8. Promotion Family Package that includes 2 hours of bowling, shoe rental included, for $40 for a family of four Free pitcher of selective soda with the purchase of any 2-adult meal Only valid from every Monday during the month of March 2024, From 4:00 pm - 8:00 pm
  • 12. Reviews Summary Positive Summary • Excellent food quality • Tasty drinks with frequent specials add to the enjoyment of the visit. • Beautiful patio setting enhances the dining experience. Negative Summary • Limited vegetarian options may deter some guests. • Noise levels can be disruptive, making it difficult to hold conversations. • Inconsistent service experiences reported, including long wait times and lack of acknowledgment from staff.
  • 13. Marketing Recommendations • Enhance Vegetarian Options: Given the feedback regarding limited vegetarian options, consider expanding the menu to cater to a wider range of dietary preferences. Highlight these options in promotional materials to attract vegetarian customers. • Manage Noise Levels: Address concerns about noise levels by implementing strategies such as designated quiet areas within the establishment. Emphasize the availability of quieter dining spaces in marketing materials to appeal to patrons seeking a more relaxed atmosphere. • Improve Service Consistency: Conduct staff training sessions to ensure consistent and attentive service across all shifts. Emphasize the importance of promptly greeting and attending to guests to enhance their overall dining experience. • Leverage Patio Setting: Capitalize on the positive feedback regarding the beautiful patio setting by promoting outdoor dining experiences. Consider hosting special events or themed evenings on the patio to attract customers seeking al fresco dining options.
  • 15. 01. Local Bowling Enthusiasts Demographic Age: 25-55 Gender: male and female Marital Status: single and married Education Level: high school graduates to college-educated Job: blue-collar workers, professionals, and retirees Household Income: $40,000 - $60,000 Children: 1-2 kids Hobbies/Interests: Bowling leagues, tournaments, competitive play Preferred Drinks: Craft beers, classic cocktails Likelihood to Bowl: High Foods: Burgers, nachos, wings, and hearty appetizers
  • 16. 02. College Students Demographic Age: 18-25 Gender: Both male and female Marital Status: Mostly single Education Level: Currently enrolled in university or college Job: Part-time jobs or internships Household Income: $20,000 – $30,000 Children: 0 Hobbies/Interests: Socializing, gaming, affordable entertainment Preferred Drinks: Beer pong pitchers, mixed drinks with energy drinks Likelihood to Bowl: Moderate to High Foods: Sliders, fries, pizza, and shareable snacks
  • 17. 03. Cocktail Connoisseurs Demographic Age: 25-45 Gender: Both male and female Marital Status: Both single and married Education Level: College-educated or higher Job: Professionals, entrepreneurs, or white- collar workers Household Income: $50,000 – 80,000 Children: May have children, typically 0-2 kids Hobbies/Interests: Mixology, trying new cocktails, upscale socializing Preferred Drinks: Craft cocktails, specialty martinis, premium spirits Likelihood to Bowl: Moderate Foods: Gourmet appetizers, artisanal cheeses, charcuterie boards
  • 18. 04. Event Planners Demographic Age: 30-55 Gender: Both male and female Marital Status: Both single and married Education Level: College-educated or higher Job: Event planners, corporate professionals, business owners Household Income: $60,000 - $100,000 Children: Some may have children, typically 1-2 kids Hobbies/Interests: Event coordination, networking, hospitality. Preferred Drinks: Open bar options, customizable drink menus. Likelihood to Bowl: Varies based on the nature of the event. Foods: Customizable catering options ranging from finger foods to full-course meals.
  • 19. 05. Pet Owners Demographic Age: 25-40 Gender: male and female Marital Status: single and married Education Level: college graduate Job: Varied Household Income: $40,000 - $100,000 Children: 0-2 Hobbies/Interests: Outdoor activities with pets, socializing in pet-friendly spaces Preferred Drinks: Craft beers, pet-themed cocktails Likelihood to Bowl: Moderate Foods: Pet-friendly snacks for dogs, casual fare for humans like sandwiches and salads.
  • 20. 06. Family Entertainment Seekers Demographic Age: 25-45 Gender: male and female Marital Status: married Education Level: College-educated or higher Job: professionals, blue-collar workers, and stay-at-home parents Household Income: Middle income Children: 2-3 kids Hobbies/Interests: Family outings, bonding activities, kid-friendly entertainment. Preferred Drinks: Non-alcoholic options, mocktails for kids, beer and wine for adults. Likelihood to Bowl: High. Foods: hot dogs, chicken tenders, and macaroni and cheese, along with adult- friendly options.
  • 21. 07. Guys' Night Out Crew Demographic Age: 18-40 Gender: male Marital Status: married and single Education Level: Varied Job: Professionals, blue-collar workers Household Income: $40,000 - $70,000 Children: 1-3 kids Hobbies/Interests: Sports, gaming, socializing with friends Preferred Drinks: Craft beers, whiskey shots, sports-themed cocktails Likelihood to Bowl: High, especially for competitive or casual games with friends Foods: Hearty appetizers, shareable platters, burgers and wings
  • 22. 08. Sports Fans Demographic Age: 18-55 Gender: male Marital Status: single and married Education Level: Blue collared jobs to Job: Professionals, blue-collar workers, and stay-at-home dads Household Income: $40,000 - $70,000 Children: 0-2 kids Hobbies/Interests: Watching games, cheering for favorite teams, sports-related activities. Preferred Drinks: Beer, game-day cocktails, pitcher specials. Likelihood to Bowl: Moderate. Foods: Stadium-style snacks like nachos, sliders, wings, and hearty sandwiches
  • 23. 09. Happy Hour Crowd Demographic Age: 21-45 Gender: male and female Marital Status: single and married Education Level: Varied Job: professionals, young adults, and socializers Household Income: $40,000 – $60,000 Children: 0-2 kids Hobbies/Interests: Unwinding after work, socializing, networking Preferred Drinks: Beer, wine, classic cocktails, discounted specials Likelihood to Bowl: Moderate to High Foods: Happy hour bites like sliders, flatbreads, tacos, and shareable appetizers
  • 24. 10. Fitness Enthusiasts Demographic Age: 18-45 Gender: Both male and female Marital Status: Both single and married Education Level: Varied Job: fitness enthusiasts, athletes, and health-conscious individuals Household Income: $50,000 - $80,000 Children: 0-2 kids Hobbies/Interests: Exercise, healthy living, group activities Preferred Drinks: Protein shakes, fresh juices, smoothies Likelihood to Bowl: Moderate Foods: Health-conscious options like salads, grilled proteins, wraps, and veggie bowls
  • 25. 11. Alpha Trendsetters Demographic Age: 18-25 Gender: female Marital Status: single Education Level: college students Job: Part-time job or internship Household Income: $20,000 - $30,000 Children: 0 Hobbies/Interests: Fashion, social media, campus events, staying current with trends. Preferred Drinks: Instagram-worthy cocktails, colorful mocktails, trendy shots. Likelihood to Bowl: Moderate. Foods: Instagrammable dishes, trendy snacks, shareable bites for group outings with friends.
  • 26. 12. Date Night Duos Demographic Age: 25-45 Gender: Both male and female Marital Status: Mostly married or in a relationship Education Level: Varied Job: Varied, including professionals, couples, and young adults Household Income: $60,000 - $100,000 Children: Some may have children, typically 0-2 kids Hobbies/Interests: Romance, quality time, memorable experiences Preferred Drinks: Wine, champagne, craft cocktails, romantic specials Likelihood to Bowl: Moderate Foods: Intimate dining options like shared plates, gourmet entrees, and decadent desserts
  • 27. 13. Local Tourists Demographic Age: 18-65 Gender: Both male and female Marital Status: Both single and married Education Level: Varied Job: Varied, including tourists, travelers, and visitors Household Income: $60,000 - $100,000 Children: Varied, some may have children, typically 0-2 kids Hobbies/Interests: Sightseeing, experiencing local culture, trying new activities Preferred Drinks: Local craft beers, regional specialties, signature cocktails Likelihood to Bowl: Moderate Foods: Regional cuisine, local specialties, fusion dishes that showcase the area's culinary offerings
  • 28. 14. After Work Crowd Demographic Age: 25-55 Gender: Both male and female Marital Status: Mostly married, some single Education Level: Varied Job: Varied, including professionals, office workers, and business owners Household Income: $40,000 - $60,000 Children: Some may have children, typically 0-2 kids Hobbies/Interests: Unwinding, socializing with colleagues, networking. Preferred Drinks: Happy hour specials, classic cocktails, beer and wine. Likelihood to Bowl: Moderate Foods: Quick bites, appetizers, and small plates suitable for sharing or as individual snacks.
  • 31. Social Media: College Student Facebook Instagram Post Schedule Tuesday at 4:00 pm February 13th, 2024
  • 32. Email Blast: Family Entertainment Seekers Subject: Don't Miss Out on Family Fun Monday at Bourbon Bowl! Schedule: Saturday at 12:30 pm, March 2nd, 2024
  • 33. Email Blast: College Student Subject: Don't let this amazing offers slip away… Schedule: Sunday 5:30 pm, February 11th, 2024
  • 36. Data Axle Location: 1400 Spring Garden Street Greensboro, NC 27412 – This is a university address. It will target students who live on campus and surrounding aeras. Radius: 7 miles – The radius limits the distance and time it takes for customers to reach the restaurant, increasing their likelihood of visiting. Income Range: $ $20,000 – $30k – I chose this income range because many college students either live with their parents’ and work a part time job or live on campus Age Range: 18-25 This range targets college students Gender: Male & Female. I am targeting all college students Marital Status: Single – Most college student are dating and not married yet. (head of household not selected) Home Value: $25k- 450k– Most college students live with their parents’ or on campus. This range includes low if they rent an apartment, high if they live in their parents’ home for free.
  • 37. Data Axle Children: 0 – Most students don’t have their own children but if they live with their parents at home, they might have younger siblings. Hobbies & Interests: Socializing, gaming, affordable entertainment and social drinking - Customers with these hobbies and interests are more inclined to become returning customers as Bourbon Bowl aligns with theses interest.
  • 38. Mail Level: College Students 3,231 leads total at a cost ranging from $210.02 to $290.79 (50% off price)
  • 39. Direct Mail: Categories Address: 1400 Spring Garden Street Greensboro, NC 27412 Radius: 6 miles Type of Route: Residential Age Range: 25-55 Radius: The 6-mile radius was selected because it limits the distance and time it takes for customers reach the Restaurant, increasing their likelihood of visiting. Type of Route: The residential route was selected to target specific customers. Additionally, promotions sent to businesses are often discarded. Age Range: Consumers in the age range 18-25 are college student
  • 40. Direct Mail: Route Selection Route Count Household size Income 27403-C010 875 2.04 28.79K 27401-C001 566 1.51 28.65K 27401-C009 780 1.81 30.62 27406-C017 828 2.55 19.09K I selected 4 routes total. I chose the 1st and 4th route because they showed the highest count of 18–25-year-olds. I chose the 2nd and 3rd route because they both had a less count but had a higher income average and bourbon bowl drinks and bowling options are not the most affordable around the city.