Boxcar Bar + Arcade Marketing Plan
by Karin Willet
Facebook: 16,592 likes and 16,743 followers
Instagram: 3,349 followers
Google +: 641 reviews - average star rating of 4.6 out of 5
Twitter: 748 likes and 813 followers
Yelp:48 reviews - average star rating of 4.5 out of 5
TripAdvisor: 19 reviews - average star rating of 4.5 out of 5
Overall, the reviews were very pleased. On Facebook, many people complimented the laid-back, easygoing atmosphere, the attentive bartenders, and the very reasonable prices. Reviews from Google + also showed people very content with the variety of games, the free popcorn, and the fact that dogs are allowed. Negative reviews generally included no pool or ping-pong tables, kids under 21 being kicked out at 9pm, and the music being much too loud. I recommend the following to show the public we have listened to their reviews and are acting on them.
Recommendation #1: One complaint that stood out to me is the lack of a pool table or ping-pong table. I realize space is an issue, so Boxcar could dedicate a section of the patio area for this, or remove one of the two air hockey tables and install a convertible pool/ping-pong table instead.
Recommendation #2:Various people mentioned how annoying it is to carry your coat and jacket around with you, as there’s nowhere to put it. I recommend placing a coat rack near the popcorn or behind the bar (manned by the bartender to avoid stealing) so that customers don’t have to carry their coats around.
Recommendation #3: A large complaint issued is how loud the music is. Due to this, people aren’t able to have normal conversations. I recommend either turning the music down to a manageable level permanently, or having a “calmer time” where they leave the music down low until 11pm, and then turn it up louder for the night crowd.
14 segments:
University students age 18-21, low on ramen noodles, needing some free popcorn
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Couples age 21-35 looking for a fun, energetic date night
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Couples age 40-55 aiming to re-live the retro games they grew up on
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Families w/ dogs that can let kids & dogs play without worrying about losing them
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Smaller groups of 4-8 people looking for a fun, cheaper monthly outing
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Guys age 21-33 competitive at games, looking for tournaments
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Bachelor parties where bride isn’t comfortable with a strip club
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Families that want their kids to put down Call of Duty and try new games
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Men/women age 30-45 looking for good drink specials
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Craft beer connoisseurs
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Women age 21-40 looking to unwind on Sundays w/ $1 mimosas
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Night owls who are just going out at 11pm
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Work offices looking for a place for team building/parties
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Birthday party groups for any age 15-55
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2 target groups:
·Couples age 40-55 aiming to re-live the games they grew up on
·Couples age 40-55 aiming to re-live the games they grew up on
·Women age 21-40 looking to unwind/recover on Sundays w/ $1 mimosas
Missions:
·For couples age 40-55 who enjoy re-living their past, Boxcar Bar + Arcade is the only craft beer and gaming bar that provides retro arcade games to take you back. By offering tokens, popcorn, and Centipede, we combine the loves of your youth in one place, unlike dull, traditional bars. Come choose your player and Drink. Play. Hang.
·For those looking to unwind after a weekend of excessive family bonding, Boxcar Bar + Arcade is the only bar that provides $1 mimosas on top of retro arcade games. By offering OJ, bubbly, and Frogger, we combine your loves of unwinding and low cost in one place, unlike more expensive, traditional bars. Come choose your champagne and Drink. Play. Hang.
1) Target: couples age 40-55
Facebook post
CTA:http://theboxcarbar.com/greensboro/
Instagram post
CTA: Comment on picture
Twitter post
CTA:Retweet post
Target: women age 21-40 needing $1 mimosas
Facebook post
Instagram post:
CTA: Comment below/stop by
Twitter post
CTA: Come in for a free token
2) Target: couples age 40-55
Subject: A Retro Blast from Your Past! (And free popcorn)
Hi there, Karin!
Have you been feeling a little burned out recently? Possibly missing the “good ole days” before responsibility and adulting. Let us introduce ourselves. In case you haven’t heard of us before, we’reBoxcar - Arcade + Bar located in downtown Greensboro! Now, we know you might be saying, “I have no use or time for an arcade.” But we beg to differ. (Plus everyone has a use for a bar, right?)
Do you remember the days spent playing countless hours of Centipede and Dig Dug? How about Space Invaders and Donkey Kong? Because we sure do. Whether in an arcade or on the classic gaming station, we burned quite a lot of thumb calories back then.
No Call of Duty or Virtual Reality sets can replace these retro classics. So, we want to personally invite you to come hang out at Boxcar and re-live your childhood with us! There’s no cover charge, we offer free popcorn, tons of arcade game options(including Pinball and Air Hockey), awesome drink specials, and we’ll give you two free tokens just to get you started!
So, what do you say? Grab the family or enjoy a date night alone. Also, if you come see us by next Tuesday the 13th,show us this email, and we’ll give you double the free tokens!! That’s how much fun we think you’ll have!
They’re all waiting for you. Hit reply to email us back with any questions. In the meantime, check out our website below for our full list of games and drink specials and read some reviews on our social media sites. We can’t wait to see you!
Sincerely,
Your Boxcar Team
120 W Lewis St, Greensboro, NC 27406
Drink. Play. Hang.
Target: women age 21-40 needing $1 mimosas
Subject: $1 Mimosas + Games!
Hey there, Karin!
Have you been feeling a little burned out recently? Possibly exhausted from too much family bonding time this week? Let us introduce ourselves. In case you haven’t heard of us, we’reBoxcar - Arcade + Bar located in downtown Greensboro!
We’ve heard the talk of how people enjoy Sunday brunch drinks + a good deal, and we have listened! Hold onto your bubbly, because we are now offering $1 mimosas on Sundays starting at 12pm! We know, we can’t believe it either.
In case you don’t know much about us, we provide a vast array of amazing retro arcade games. So, it’s your choice. Either come and relax on our patio area, bring a puppy (we provide treats!), and drink with ease knowing your bank account won’t hate you. Or drink while you play and let off steam with some serious Air Hockey and Skeeball.
So we want to personally invite you to come hang out at Boxcar with us! There’s no cover charge, we offer free popcorn, tons of arcade game options, more awesome drink specials, andwe’ll give youtwo free tokens just to get you started!
What do you say? Grab your friends, swing by on your way to/from lunch (we also have food trucks, so really it’s a one-stop-shop…). And, if you come see us by next Sunday the 18th, show us this email, and we’ll give you a free token for every mimosa you drink!! That’s how much fun we think you’ll have!
Our patio and games are waiting for you. Hit reply to email us back with any questions! In the meantime, check out our website below for our full list of games and drink specials and read some reviews on our social media sites. We can’t wait to see you!
Sincerely,
Your Boxcar Team
120 W Lewis St, Greensboro, NC 27406
Drink. Play. Hang.
Mailing options
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Marketing Type and Mailability Score
Marketing Type
Geography
Select All
Radius
· 15.0 Mile(S) From Centroid of 27406 in Greensboro, NC
Basic Demographics
Select All
Income
· Under $40000
· $40,000 - $59,000
· $60,000 - $99,999
Age
· 18-24
· 25-29
· 30-34
· 35-39
· 40-44
· 45-49
· 50-54
Month Of Birth
· January
· February
· March
· April
· May
· June
· July
· August
· September
· October
· November
· December
Adult Gender
· Female
· Male
Marital Status
· Married
· Single
Head Of Household
· Yes
Housing & Finance
Select All
Year Home Built
· 1980 To 2015
Optional
Select All
Key Contacts
· One Contact Per Household
Omit Rural Address
· Omit Rural Routes W/O Box Numbers
Omit Address Type
· Omit Apartments W/O Apartment Numbers
Households With Children
· Households With Children
Age Of Children
· 0 To 17
Registered Voter
· All Registerd Voters
Hobbies And Interests
· Books, Music & Magazines
· Stamps & Coins
· Sweepstakes
· General Outdoor Sports
· Travel - General
Hobbies And Interests
· Comic Book Readers
· Science Fiction Books
· Games
· Dogs
· Bargain Seekers
· Credit Card User
· Gift Giver
· General Sports
· Audio Products & Music
· Electronics
· Internet User
· Tv / Movies / Video
I chose the radius of 15 miles within the zip code of Boxcar. This will reach customers most likely to drive/walk there. The age group of 21-40 would be applicable for the $1 mimosa target. The age group of 40-54 would be applicable for the couples wanting to re-live their retro past. I included the income of under $40,000 through $100,000 as that will include college age up to stable adults. The interests I chose could specifically relate to Boxcar and have things in common with other Boxcar attendees. I did chose to target people with children as I feel they would need a night out or mimosa day more than single households. I chose all housing types as well to include more opportunities. I recommend the $917.33 package as it does seem to include quite a bit more information, generating more income I believe in the long run. Plus they do offer some free labels and say we could qualify for special pricing.
For this step, I opted for the 3 filters of household income, age, and gender. I thought this would be the optimal way to reach people. I chose not to target businesses initially – I would like to see how just residential goes first. If it’s beneficial, we can proceed with targeting businesses. I tried to see where the cost was listed on the actual map per route like you stated, but couldn’t find it. This is how each route came up:
Carrier routes selected:
27405 C030 84.28% match, 1,548 reached
27405 C001 83.07% match, 547 reached
27401 C018 83.33% match, 647 reached
27401 C017 83.12% match, 605 reached
27406 C019 85.60% match, 1096 reached
27403 C008 90.96% match, 857 reached
27407 C020 82.93% match, 83 reached
27407 C038 88.36% match, 580 reached
27407 C025 85.20% match, 1130 reached
27407 C035 83.95% match, 1038 reached
8131 total reach
I would opt for EDDM only at a price of .34 each, $2764.54 total, as I already have an email blast going out. (If I was going to combine them both using EDDM though, I would opt for the Silver package)
I chose the 6.5” x 9” postcard as my mailer. It’s still relatively cheap and unobtrusive, but not so small that it will instantly be thrown away. I believe with a good heading, it will be noticed. I created the postcard in landscape form so when I copied it over it got a bit wonky.
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