Developing Your End-of-Year Group and Corporate Packages
The End-of-Year (EOY) season presents a significant opportunity. A successful strategy should focus on creating high-value, all-inclusive event experiences designed to attract local corporate groups and existing members. This guide outlines a comprehensive approach, based on a proven model, to help you build and market your EOY packages.
Building The Core Offer (Your Value Pillars)
Your package should be built on strong value pillars to ensure maximum appeal and minimise friction for the group booker. Consider basing your offer on components like these:
Premium Food & Drinks: Include themed platters and generous drink packages as part of the all-inclusive feel.
Access to Your Core Activity: A key draw is offering full access to your primary entertainment for the duration of the booking (e.g., unlimited range balls).
Built-in Engagement (Competition): A fun, competitive format (e.g., 'Bay vs. Bay Competition') encourages team play and engagement on the night.
Target Audience Focus:
Local Corporate & Business Groups (Primary Focus, e.g., 65%): This is your high-value target for large, premium bookings. Focus your efforts on B2B outreach, partnership marketing, and above-the-line (ATL) channels.
Existing Members & Loyal Customers (Secondary Focus, e.g., 35%): This group has a lower acquisition cost. Leverage your internal data and email lists for social group conversions.
Channel Activation:
Leverage a diverse mix of channels, each playing a specific role:
Email Newsletter: Use targeted segmentation to speak directly to corporate contacts versus existing members. Emphasise the Early Bird Discount.
Partnership Marketing: Collaborate with local partner networks or clubs to reach their engaged player base.
On-Site Signage & Hype: Use your physical location for early visual awareness.
Social Media: Post visually rich content that promotes the party atmosphere and the competitive elements (like the fancy dress or team competitions).
Website: Develop a dedicated landing page with transparent details, pricing, and the mandatory online booking portal.
Above The Line (ATL): Use local media, radio, or print for broad awareness in your key corporate catchment areas.
Operational & Pricing Strategy:
A smart operational strategy is essential to maximise occupancy and streamline the customer journey.
Hype Generation: Start building anticipation months ahead (e.g., October). Use on-site signage and digital displays to capture the attention of your current visitors.
Early Booking Incentive: This is a core operational lever. Offer a strong incentive, such as a 15% Early Booking Discount, for all packages secured before a firm deadline (e.g., 1st November). This is designed to drive immediate commitment and secure revenue and capacity early.
Online Booking Mandate: Require all bookings to be secured through a dedicated website portal. This single step is crucial for streamlining your capacity management and reducing administrative overhead.
Post-Event Follow-up: The relationship shouldn't end when the party is over. Send a personalised thank-you communication to the group organiser. Including extras, like a results leaderboard from the night's competition, enhances the experience and is key to securing future repeat business.
A Multi-Channel Marketing Plan
Your marketing should employ a multi-channel approach, strategically split to address your primary, high-value segments.
Target Audience Focus:
Local Corporate & Business Groups (Primary Focus, e.g., 65%): This is your high-value target for large, premium bookings. Focus your efforts on B2B outreach, partnership marketing, and above-the-line (ATL) channels.
Existing Members & Loyal Customers (Secondary Focus, e.g., 35%): This group has a lower acquisition cost. Leverage your internal data and email lists for social group conversions.
By tracking success through early conversion rates and reinforcing the experience with personalised follow-up, this strategy can help you build long-term loyalty and maximise your EOY event season.
