Metric Highlights
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Average Email Open Rate
Over 12 months 38% |
Average Social Ad Cost Per Click
Over 12 Months $0.53 |
MARKETING - DOYLE'S OUTPOST
Doyle's Outpost is a single-location entertainment venue located in Alexandria, Virginia offering laser tag, a sports bar & restaurant, and arcade. Their main draw and differentiator is their 2-story laser tag arena, set in an urban DC landscape—touted as the best in Alexandria. I was responsible for delivering a monthly email and monthly social content; my role organically evolved into a creative marketing strategist; I saw gaps and opportunities to make my creative efforts more impactful and measurable— with busy owner-operators who knew they needed guidance and facilitation.
Doyle's desired goal was to book more events—their primary revenue stream. After learning more about the business, I suggested offering a promotion of a free round of laser tag for two- to encourage new foot traffic; this is operationally feasible and doesn't cost the client any licensing fees or extra labor. This new traffic leads to increased revenue from their visit (since a game is only 10 minutes) but this also plants the idea for a customers next birthday celebration or office party. The value created with this promotion was enough that it grew to become part of our ongoing strategy.
Doyle's desired goal was to book more events—their primary revenue stream. After learning more about the business, I suggested offering a promotion of a free round of laser tag for two- to encourage new foot traffic; this is operationally feasible and doesn't cost the client any licensing fees or extra labor. This new traffic leads to increased revenue from their visit (since a game is only 10 minutes) but this also plants the idea for a customers next birthday celebration or office party. The value created with this promotion was enough that it grew to become part of our ongoing strategy.
Several tactics were implemented to increase foot traffic:
- Grow email subscriber list: One Free game of laser tag for two is auto emailed to new email subscribers. This offer became evergreen content sprinkled into the ongoing social messaging cadence, increasing their following in one year from roughly 4000 contacts to 8500 through mostly organic means.
- New email signup landing page on website
- Regular messaging on social to draw awareness of subscription offer
- Link Tree and Paid Display Ads that route to the email signup landing page
- Holiday Toys for Tots® digital campaign offering a free game of laser tag with a toy donation
- Target different audiences for events through paid display ad creative (i.e. Corporate Offices/Admin, Parents, Young Adults)
- Monthly offer-focused boosted post
To encourage repeat events/visits, the following was implemented:
- 1 year follow up offer email for management use- to customers who booked a party last year
- Auto Birthday email party offer, sent in advance
- Social and email holiday gift card offer
- Monthly email offer (LTOs, Event, or Attractive week night offers for parents with kids)
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DIGITAL STRATEGY
Increase target audience following and engagement on social and email:
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GET IN TOUCH |
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PHONE817-894-7271
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