lazer lanes senior capstone
DESCRIPTION
A digital version of my senior capstone project, an integrated marketing and communications plan for Columbia, Missouri family entertainment center Lazer Lanes.TRANSCRIPT
“FAMILY, FRIENDS, AND FUN!”INTEGRATED MARKETING & COMMUNICATIONS PLAN
LILY BRODZINSKISENIOR CAPSTONE
SPRING 2013
MAY 2013 — SEPTEMBER 2013
LAZER LANES2
TABLE OF CONTENTSEXECUTIVE SUMMARY
SITUATIONAL ANALYSIS
COMPANY ANALYSIS
AUDIENCE ANALYSIS
SWOT ANALYSIS
RESEARCH
SECONDARY
PRIMARY
MESSAGING STRATEGY
OBJECTIVES
TACTICS
CREATIVE BRIEF
BUDGET
TIMELINE
EVALUATION
RECOMMENDATIONS
APPENDIX
REFERENCES
3
5
6
7
8
11
12
16
19
20
21
23
25
29
33
35
37
59
“FAMILY, FRIENDS, AND FUN!” 3
EXECUTIVE SUMMARY“LAZER LANES: FAMILY, FRIENDS, AND FUN!”
Lazer Lanes is an family entertainment center that is unlike any other businesses in the
Columbia area. The FEC offers a multitude of services to its customers including bowling,
laser tag, arcade games, billiards batting cages and a full basketball court all under one roof.
The wide array of activities available at Lazer Lanes make it popular with all ages and unique
amongst its competitors in the area. As Lazer Lanes is within its first year of operation, its
marketing efforts have been focused on raising awareness of its existence and establishing its
brand. The business has seen tremendous success in sales in its first six months and is ready to
narrow its marketing focus to meet more specific needs. In this plan, I focus on raising brand
awareness and increasing sales during trough periods.
Both primary and secondary research show that Lazer Lanes appeals to a broad array of
audiences due to its unique features. Secondary research shows that because the FEC industry
offers inexpensive and low-risk leisure time activities for customers, it is withstanding current
economic challenges. Primary research shows that the company earns most of its customer
base from word-of-mouth and referrals, and once a customer has experienced what Lazer
Lanes has to offer, they will become repeat customers.
Following the findings from research conducted, Lazer Lanes should consider:
Utilizing a coupon as an incentive to come in to Lazer Lanes on during slow days
Integrating traditional advertising methods with digital forms of advertising to increase sales
through increased brand awareness
Lazer Lanes uses a monthly budget plan to implement their marketing efforts. The company
dedicates $5,000 a month towards all marketing efforts, making for a total budget for this plan
$25,000 over the course of five months.
PURPOSE
RESEARCH
RECOMMENDATIONS
BUDGET
LAZER LANES4
“FAMILY, FRIENDS, AND FUN!” 5
SITUATIONAL ANALYSIS
LAZER LANES6
**For additional background information on the FEC industry, industry competitors, etc. see secondary research on page 12.
COMPANY ANALYSISThe purpose of this communications plan is to increase sales for Lazer Lanes during slow
periods through increased brand awareness from word-of-mouth and referrals, highlighting the family-owned and operated nature of the business, as well as its key features and offerings.
MISSION “Our mission is to provide amazing services and the maximum amount of fun to our guests.”
Lazer Lanes is a family owned and operated family entertainment center located in Columbia, Missouri. The Sterchi
family has been in the entrepreneurial business for years, owning many other businesses in the Columbia area including
The Market Place antique shop off of highway 70. Lazer Lanes has been the latest venture, spearheaded by Ron Sterchi.
The FEC was established after the closing of the location’s former occupant, Galactic Fun Zone. Although Ron owned
the building, the business was run by different management. The bowling alley and bar was popular amongst Columbia
residents, however the business was not run well, and eventually failed and closed. Seeing an opportunity in this misfortune,
Ron took over and Lazer Lanes was established as a new family entertainment center business, opening in November of
2012 after extensive renovations of the 40,000+ square foot building. Nearly every member of the Sterchi family is involved
in operating the company, from ownership, to management, to activity operation and birthday party facilitation.
COMPANY BACKGROUND
GOALSLazer Lanes has many goals as a company:
Increase sales of bowling, laser tag, arcade games and birthday party bookings on slow sale days, Monday Tuesday and
Wednesday.
Increase brand awareness of Lazer Lanes as a new business with family friendly atmosphere, separate and different from
Galactic Fun Zone.
“FAMILY, FRIENDS, AND FUN!” 7
AUDIENCE ANALYSISLazer Lanes draws its target audience from its location in Columbia, Missouri. This city is known for its high volume of
college students and young people from the multiple universities and colleges there.
Target Market A is the customers who has free time on weekdays and weekends, tend to be between the ages of 16
and 35, having no children or leaving their children at home. These customers are looking to have a good time and make
memories with friends in a fun, friendly environment. They are motivated by price and appreciate a good deal.
Target Market B is generally men and women with children under 18 years old still living in their household. These
customers make up the majority of weekend sales through birthday parties and casual play dates, as kids and their parents
are already doing school work and club activities and hobbies on weekday nights, leaving their weekends more free for
leisure time activities.
TARGET AUDIENCESFECs enjoy a broad range target market due to their variety of activity choices. Most FECs appeal to the 8 to 14 age
group and their parents while certain businesses, like Lazer Lanes, command broader demographics due to their activities
offering like bowling.
FAMILIES – BIRTHDAY PARTY CUSTOMER:
Men and women
25 to 55 years old
Single or married with 1 to 4 kids
Generally Educated, high school to college
Works a job to earn disposable income
Middle to upper class income levels
Enjoys leisure time activities, has time to partake in them
Family-oriented
Motivated by price, appreciates a good deal
AVERAGE WEEKDAY CUSTOMER: Men and women
16 to 35 years old
Single or married
0 to 2 kids
Some education or possibly students, high school to college
Works a job to earn disposable income
Middle to upper class income levels
Enjoys leisure time activities, has time to partake in them
Often motivated by price, and appreciates a good deal,
but is also focused on fun and enjoyment
TARGET MARKET B
TARGET MARKET A
LAZER LANES8
SWOT ANALYSIS
Television, video games, tech gadgets and the Internet keep families entertained from home
Also High gas prices deter families from entertainment travel and strengthen home entertainment choices
FECs indirect competitor market is broad, leaving them to compete with multiple industries like malls and
restaurants that offer a blend of food and entertainment
FECs provide customers an inexpensive and low-risk leisure time activity during tough economic times
Business located directly next to highway 63 making it easily accessible from many areas of Columbia
FECs can take advantage of new technological advances in gaming and arcades to entice technologically savvy
target market
New business that has only been open six months, meaning low brand awareness
Ongoing renovations and expansions to facility cause interruptions in normal sales days and cause uncertainty
amongst customers
Family owned and operated allows full managerial control over business
Offers wide array of activities and game play choices
Clean, newly renovated 40,000+ square foot facility, open seven days a week
Personal, familiar and friendly service from employees and family atmosphere
Good prices compared to competitors
S STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
W
O
T
“FAMILY, FRIENDS, AND FUN!” 9
LAZER LANES10
“FAMILY, FRIENDS, AND FUN!” 11
RESEARCH
LAZER LANES12
RESEARCH SECONDARY RESEARCH
INDUSTRY ANALYSIS
TARGET MARKET RESEARCH
Lazer Lanes operates in the family entertainment center industry. The FEC industry consists of companies and
recreation centers that feature a variety of activities such as bowling, arcade style gaming, laser tag, etc. that appeal to all
ages. Businesses can feature one of the aforementioned activities or any combination thereof. Those businesses that do
combine more than one activity tend to be more marketable and have a higher success rate than those who only feature
one attraction. Bowling is one of the most popular anchor attractions in the industry, as Statistics show that more then 70
million Americans bowl each year. In mixed-use bowling/FEC sites, amusement games along can generate $200,000 to
$750,000 gross incremental income annually. In larger facilities, fame revenues can exceed $1 million (Seninsky, 2010).
Amusement business data collected by IAAPA indicates that on average, North American families will visit a full-
featured family amusement center 3.2 - 4.6 times per year. The same data also indicates that the average dollar spent in a
family fun center is $12 - $22 per visit, depending on activity mix (Cosper). At the lower end of that scale are smaller indoor
party center type businesses, while full attraction family entertainment centers tend to have higher per cap spending.
FECs that offer multiple choices for activities usually outperform centers that only offer one choice, according to Lazer Tag
Encyclopedia. In addition, August tends to be one of the busiest months of the year for FECs due to August being the last
month of summer vacation for children.
This industry overall has seen a growth in recent years, despite the economy downturn. According to the US census
bureau economic industry analysis report, from 2007 to 2011, the FEC industry revenues increased by 4%, from 98 million
to 102 million on average. The FEC industry is the third leading growth potential sector in the United States. Research
shows however that it is important to remember that demand in the industry is closely linked to the health of the economy,
especially consumer income. The profitability of individual companies depends on good marketing (2013).
According to the US Census Bureau, statistic from the 2010 demographic profile on the city of Columbia indicate the
city’s median age to be 26.8 years old, and overall of the total population 63.2% is under the age of 35 years old. 92.8% of
residents have a high school education or higher.
The 2010 demographic profile also indicates that of population of Columbia, 39.7% occupy a household. Of that number,
49.7% are family households and 50.3% are non-family households. 24.3% of the family households have children under 18
years of age.
According to the US Census Bureau’s 2007-2011 American Community Survey 5-Year Estimates, The median household
income of Columbia is $43,102.
“FAMILY, FRIENDS, AND FUN!” 13
INDUSTRY TRENDS
SECONDARY SOURCES USED
Upgrading and investing in FEC attractions and services coupled with removing older, used or broken attractions or
games has allowed the industry to keep up with move-to-digital trend in nearly all industries in the United States. In today’s
challenging economy, FEC facilities are only as good as customer’s last visit.
Great customer service is no longer a treat, but is expected from customers. In addition, the economy has cultivated a
“let’s make a deal” mindset in customers, leading to individual and family discount packages becoming a must for FECs.
Customers want to not only feel special and taken care of, but they also want to ensure they are getting the most for their
money.
Attractions that have a small impact both on the environment and customer wallets have been increasingly popular in
this industry, for example laser tag. In addition, laser tag upgrades to multi-level playing arenas have been increasing in
popularity. Any activity that incorporates new technology or other upgrades that attract the digitally inclined target market
have been evolving the industry.
Debit card systems for gaming tracking have exploded in popularity recently. The increased speed in game play starts
and the increased efficiency in redemption and payment have made the high cost of upgrading gaming systems worth the
cost to many FECs. Nearly all start-up FECs are incorporating the debit card system in to their machines.
Articles from industry organizations, industry experts and scholarly industry journals
Website of the United States Census Bureau
Competitor websites
LAZER LANES14
COMPETITOR ANALYSIS
CHUCK E. CHEESE
Key Messages:
Key Messages:
Competitive Advantage:
Competitive Advantage:
AMF TOWN & COUNTRY BOWLING
There are not many direct competitors in the FEC industry in Columbia, Missouri. Companies whose business models are
most similar to Lazer Lanes include Chuck E. Cheese and AMF Town & Country Bowling Lanes.
Chuck E. Cheese is the main competitor whose business model is most similar to Lazer Lanes. Both FECs feature
arcades style gaming and interactive entertainment.
Chuck E. Cheese caters activities, events, branding and business features specifically to children and markets services
towards the parents of those children.
Chuck E. Cheese strives to provide an entertaining experience for both children and parents.
Takes pride in clean, safe, family-friendly environment for children and parents.
Admission is always free and games are only one token to keep the price to play at a minimum.
AMF seeks to provide casual fun that last your entire experience and memories that last long after customers leave
AMF is an expert in the field as the world’s largest owner and operator of bowling centers in the country
Promises the ultimate casual entertainment experience, they will do all the work while customers have all the fun
Provides live entertainment stage shows with animatronic and mascots for kids
Has in-house kitchen to provide pizza and salad to customers quickly and take custom orders
Has a very large and state-of-the-art redemption center
Offers 32 lanes with renovated flooring and paint so it can accommodate larger group events and more customers
Has in-house kitchen that provides snack foods and pizza
As experts in the bowling industry, AMF has access to new technology and new advances to bowling experiences
before others
AMF Town & Country Bowling Lanes is dedicated specifically to bowling. The business also features a bar, billiards and a
small assortment of arcade games.
AMF promotes its services as being fun for all ages, but specifically markets towards young adults, 18-35, interested in
bowling and socializing.
“FAMILY, FRIENDS, AND FUN!” 15
Activities and services offered by each direct competitor:
LAZER LANES
Bowling
Laser Tag
Arcade Games
Billiards
In-House Kitchen
Family Owned/Operated
Food and Beverage
Full Service Bar
Live Entertainment
Sports Facilities
CHUCK E. CHEESE AMF BOWLING
Other indirect competitors in Columbia that share the same target market with Lazer Lanes and that provide family
entertainment through various activities, but are not FECs include:
Empire Roller Rink, LLC
Battle Creek Paintball
ARC – Activity and Recreation Center
Columbia Skate Park in Cosmopolitan Park
Tryps Children’s Theater
Hazel Kinder’s Lighthouse Theater
Family Fun Fests
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LAZER LANES16
RESEARCH PRIMARY RESEARCH
ANALYSIS OF RESULTS
DESIGN AND METHODOLOGY
Results will be transformed in to graphs (see
appendix C) and analyzed in written form (see right,
page 17).
SURVEY A: Men and women in the Columbia area
between the ages of 16 and 65, who have visited an
FEC before
SURVEY B: Men and women in the Columbia area
between the ages of 16 and 65, who have visited
Lazer Lanes and can speak on their experience. It
will take place on slow days of the week.
Both surveys will represent convenience samples.
Survey A will represent a the sample of people that
choose to take the online survey and Survey B will
represent those patrons who accept a request to
take a survey upon leaving Lazer Lanes.
Sample size should run between 80 and 120
participants total; 100 from online and 20 on-
location respondents.
The purpose of this research was to discover the level of awareness of Lazer Lanes within the population of Columbia,
what qualities they look for in family entertainment centers and to analyze customers media consumption.
What kind of marketing material and message will gain audience attention and call them to action by visiting Lazer
Lanes on a Monday, Tuesday or Wednesday?
SURVEY A: 10 question, digital survey created with Survey Monkey and distributed through email blast, Facebook and
word-of-mouth.
SURVEY B: Eight question, physical survey that will be handed to customers as they exit Lazer Lanes. Facilitator will be
present to collect results once completed.
GOALS OF RESEARCH
PRIMARY RESEARCH PLAN:
BASIC RESEARCH QUESTION
POPULATION AND SAMPLE
“FAMILY, FRIENDS, AND FUN!” 17
LazerLanes.com utilizes Google analytics to track traffic on the website. In looking over the latest report of customer
activity on the company website, over 90% of browsers reached lazerlanes.com by using a search engine, specifically
Google. In nearly all cases, these visitors use the search phrase “things to do in Columbia” to click-through to the site. In
addition, the site receives consistent traffic in the thousands of visits per month.
After surveying 115 participants, 85 from an SURVEY A and 30 from SURVEY B the following themes resulted:
97% of Survey B participants were under the age of 35 years old and 75% had no kids, illustrating that Lazer Lanes
needs to target a younger market in order to increase sales on slower days.
A significant portion of the Columbia area has neither heard of Lazer Lanes, nor visited, meaning there is a lot of
opportunity to increase brand awareness.
Exactly 50% of customers surveyed had heard of Lazer Lanes through word-of-mouth and referrals, making this the
current most successful form of marketing for the company, especially for raising brand awareness.
Of all Survey B participants, 100% said they would visit Lazer Lanes again having experienced it, showing that the
company needs to focus heavily on raising it’s brand awareness. Once a customer is aware and experiences the brand, they
will become the top of mind brand and will visit again, building a regular customer base.
The target market utilizes many forms of media to find deals, social media, websites and television being the most
common and most encountered forms.
Good deals and coupons is the number one trait consumers look for in an FEC and once they have visited, they are most
affected by the atmosphere, selection of games and friendly staff.
**For full result and specific percentages associated with findings, see appendix A-C.
KEY RESEARCH FINDINGS:
GOOGLE ANALYTICS:
LAZER LANES18
“FAMILY, FRIENDS, AND FUN!” 19
MESSAGING STRATEGY
LAZER LANES20
MESSAGING STRATEGY
OBJECTIVES
STRATEGY
KEY MESSAGES
Increase sales of bowling, laser tag, arcade play, etc. on Mondays, Tuesdays
and Wednesdays by 30% by September of 2013.
Increase number of overall customer visits by 40% by September 2013.
TARGET AUDIENCES:
Target Market A
Target Market B
MARKETING MESSAGES:
Lazer Lanes is a fun and affordable option
for entertainment: energetic and exciting
atmosphere, a variety of games, friendly staff
and most of all, great prices. Let Lazer Lanes
help you make memories that last a lifetime!
Lazer Lanes is proudly family-owned and
operated, meaning safe and affordable fun for
everyone. Our family is dedicated to providing
customers with an energetic and exciting
atmosphere, fun games, friendly staff and the
best prices in town.
#1:
#2:
Create a coupon and discount system that is good towards bowling, laser tag and group parties and only valid during
slow periods of Monday, Tuesday and Wednesday to encourage increased business on those days. In addition, institute a
referral program that rewards customers for telling others about Lazer Lanes. This campaign will be implemented through
traditional advertising, interpersonal advertsing and web communications.
“FAMILY, FRIENDS, AND FUN!” 21
Increase sales of bowling, laser tag, arcade play, etc. on Mondays, Tuesdays and Wednesdays by 30% by September of 2013.
OBJECTIVE #1
TACTICS
TARGET MARKET
COUPON
Target Market A
TELEVISION COMMERCIAL
DIRECT MAIL COUPON POSTCARD
RADIO ADVERTISEMENT
Full-color, glossy cardstock 4x6 inch coupons will feature the following deals to encourage sales on Mondays, Tuesdays
and Wednesdays:
“Come in on a Monday, Tuesday or Wednesday to receive Bowling or Laser Tag for only $5 per person!”
“Book your next Lazer Lanes party on Monday, Tuesday or Wednesday evening before 8pm and receive 20% off!”
Upon redemption of the coupon, Lazer Lanes will keep them for tracking purposes. Coupons will be given out to
customers as they pay and leave to show appreciation sfor their business, as well as distributed on high school and college
campuses and other places frequented by the target market.
Using the TV commercial Lazer Lanes has already produced, create a new commercial that includes the two coupons
above with new voice over. Continue to run this commercial on major channels. To redeem coupon mentioned, customers
should come in prepared with the promotional code mentioned in the commercial.
This direct mail postcard will mimic the coupon in messaging strategy and in look and feel, but will be mailed to target
market households. This will supplement the coupons distributed at Lazer Lanes and on campuses.
Following the same guidelines as the TV commercial, a 30-second radio commercial will be developed and run on major
radio stations. The ad will feature the deals and encourage customers to redeem on Monday, Tuesday or Wednesday. The
target market will interact with this tactic while driving to and from work or school in their cars. As with the TV commercial,
to redeem coupon mentioned, customers should come in prepared with the promotional code mentioned.
LAZER LANES22
Increase number of overall customer traffic by 40% by September 2013.
OBJECTIVE #2
TACTICS
BROCHURES
“CHECK US OUT” EVENT & EVENT COUPON
COLUMBIA AND COMMUNITY GUIDE ADS
SEARCH ENGINE OPTIMIZATION FOR WEBSITE
FACEBOOK “SHARES” REFERRAL PROGRAM
To provide customers a take-away to help raise brand awareness of Lazer Lanes, professional, full-color printed
brochures displaying all of Lazer Lanes activities, prices and packages will be created. Brochures will include a QR code to
send people to social media and website. Two separate brochures, one outlining activity prices and one outlining birthday
party packages, will be created.
This interpersonal marketing event will be casual and will occur during normal evening business hours. On Thursday,
May 30, 2013, Lazer Lanes will offer free popcorn and soda to customers who come in to check out the location and enjoy
the activities. Customers can meet the Sterchi family and experience the family-owned atmosphere and wide selection of
games first hand. After leaving that evening, customers will also receive a special version of the $5 bowling or laser tag
coupon to use on their next visit.
Quarter page ads will be placed in both the Columbia Guide and Community Guide. These once-yearly published
magazines outline things to do in Columbia and deals in each category. This will provide a year-long source of brand
recognition.
SEO services from Service Noodle will be implemented to increase the likelihood of customers finding the Lazer
Lanes website when using search engines. Special attention will be paid to optimizing the search phrase “things to do in
Columbia”. This service will be used for the first month of the campaign and upon evaluation of success, will be continued
from there.
To increase Lazer Lanes social media presence and take advantage of free marketing, a referral program will be created
using Facebook. The program will utilize Lazer Lanes existing Facebook page to create buzz about the company, increase
word-of-mouth marketing and offer customers a coupon for doing so. Lazer Lanes will update their status asking their
fans to share their page or tag “Lazer Lanes” in a status telling their favorite activity. Upon sharing, customers can print
a screenshot of their “share” and bring it in on their next visit to receive 50% off one game of bowling or laser tag. This
sharing program will be limited to one coupon per person per two weeks.
TARGET MARKETTarget Market A and Target Market B
“FAMILY, FRIENDS, AND FUN!” 23
Men and women, 16-35 years old, who enjoy leisure time activities and have time to partake in them, who are motivated
by price and appreciate a good deal, but having fun and enjoying themselves is also important
The basic problem being addressed is the desire to enjoy leisure time activities while still getting a good deal and fair
price. Customers want excellent customer service, a fun atmosphere, and a variety of activities to choose from without a
significant cost.
Introduce the coupon program and the referral program to current and potential customers. Customers can either come
in on Monday, Tuesday or Wednesday and receive discounted activities or can refer their friends on Facebook and receive
discounted activities.
Customers can have it all with Lazer Lanes; a wide selection of games and activities to choose from, friendly staff and
family-owned values, endless amounts of fun and entertainment, all within their budget. The fun only continues when
customers refer friends and family to visit Lazer Lanes as well.
All coupon and discount materials must include expiration date, September 2013, and discount fine print details. Logo
and branding must stay consistent with Lazer Lanes brand on all collateral materials. Upon redemption, Lazer Lanes retains
copy of coupon used for evaluation purposes.
Lazer Lanes is a fun and affordable option for entertainment: energetic family atmosphere, a variety of games, friendly
staff and most of all, great prices.
Visit Lazer Lanes on Monday, Tuesday or Wednesday with coupon to receive one game of laser tag or bowling for $5.
Refer a friend to come in and check out Lazer Lanes and recieve one round of bowling or laser tag for 50% off.
CREATIVE BRIEF
TARGET AUDIENCE
WHAT THE AUDIENCE SHOULD BELIEVE
BASIC PROBLEM OR ISSUE TO ADDRESS
MANDATORIES
PURPOSE OF THE AD
KEY MESSAGES
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“FAMILY, FRIENDS, AND FUN!” 25
BUDGET
LAZER LANES26
22%
0%
0%
1%
42%
4%
4% 0%
5%
22%
BUDGETOVERALL BUDGET:
$5,000/MONTH OR $25,000 OVER 5 MONTHS
$5,000 $5,000
$50.95
$35.95
$165.00
$9,300
$939.75
$939.75
$24.95
$1000
KOMU TV commercial ft. location and coupon: on going cost $1,000/month
$5 0ff Coupon:
4x6, full color front and back —
1000 count: 500 mailed, 500 on-location
one time cost $50.95
Postage: one time cost of $165.00
20% 0ff Coupon:
4x6, full color front and back —
250 count: 125 mailed, 125 on-location
one time cost $35.95
Postage: one time cost of $41.25
**Q 106.1 Radio Advertisement:
13 spots/week at $25/spot for 4 weeks
on-going cost: $325/week — $1,300 total
Facebook Referral program:
FREE
Activity Pricing Brochures:
3-panel tri-fold — 1000 count
on going cost $187.95/month
Birthday Packages Brochures:
3-panel tri-fold — 1000 count
on going cost $187.95/month
“Check us Out!” event:
Event Advertisement on social media — FREE
Popcorn and soda — FREE
$5 off Coupon for Event:
4x6, full color front and back — 100 count:
one time cost $24.95
Community & Columbia Guide Ad:
one time cost — $1000.00
$500.00 each
Search Engine Optimization:
on going cost of $1,000
TOTAL SPENT= $4,994/MONTH OR $22,456.35 OVER 5 MONTHS
“FAMILY, FRIENDS, AND FUN!” 27
23%
46%
4%
4%
23% TV Advertisement
Radio Advertisement
Activity Prices Brochures
Birthday Packages Brochures
Search Engine Optimization
20%
1%
1%
4%
26%
4% 4%
0%
20%
20%
TV Advertisement
$5 off Coupon
20% Off Coupon
Postage Total
Radio Advertisement
Activity Prices Brochures
Birthday Packages Brochures
Event Coupon
Guide Advertisements
TOTAL: $4,994
TOTAL: $4,375.90/month
The tactics that require the largest percentages of the budget, radio and television, are the most costly as mass media
advertising forms. Search engine optimization also represents significant monetary impact because it requires paying a
company to dedicate hours to working on the website. The cost reflects the service as well as the labor. The budget differs
from first month to the rest of the campaign to illustrate the tactics that only need to be purchased once, versus being paid
for as they are continually implemented.
**In order to account for additional budget availability after first month of campaign is implemented, radio advertisement
frequency is increased to 20 spots per week:
Q 106.1 Radio Advertisement:
20 spots/week at $25/spot for 4 weeks
on-going cost: $500/week — $2,000 total
FIRST-MONTH BUDGET:
ON-GOING BUDGET:
RATIONALE:
LAZER LANES28
“FAMILY, FRIENDS, AND FUN!” 29
TIMELINE
LAZER LANES30
TIMELINEBREAK DOWN:
Campaign will take place over a five month period of time that represents what should be the busiest months for Lazer
Lanes as an FEC. The summer months, when high school and college students are out of school and the weather tends to
be warmer mean more availability for customers to visit.
The Facebook referral program will be implemented in June to take also take advantage of summer break. Customers
spend more time online when they have free time during summer months, increasing the likelihood they will participate.
The interpersonal marketing event will occur on May 30, 2013 to kick off the summer season. The coupons distributed at
the event will then be valid the following month of June to encourage repeat visits.
The regularly scheduled coupons will be distributed every other month to avoid over-saturating the target audience with
the discount.
The TV commercial and radio commercial, along with the SEO services will consistently run for all five months. In
addition, the brochures will be available for all five months as well.
The Columbia and Community Guide are published once a year, therefore ads placed in them will run throughout the
entire campaign.
Mid-July and at the end of September, evaluations of the implemented tactics will take place to establish what is
working and what is not as successful. Evaluation will identify what needs to be modified or how the budget needs to
change to better meet the needs of the target market, in addition to the business.
“FAMILY, FRIENDS, AND FUN!” 31
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AU
GU
ST
SE
PT
EM
BE
R
MA
Y
LAZER LANES32
“FAMILY, FRIENDS, AND FUN!” 33
EVALUATION
LAZER LANES34
EVALUATION
TACTICS: EVALUATION METHOD:
To evaluate the coupons, staff should keep and date all coupons
brought in and used by customers. Because all coupons must present
to be redeemed, tracking the number that are used will help evaluate
how effective they were in bring in sales on Mondays, Tuesdays and
Wednesday.
If customer saw coupon on TV or heard it on the radio,
the customer should mention the promotional code from the
advertisement. Staff should keep track through an excel spreadsheet
when promotional codes are redeemed to track success.
Benchmarking the number of “likes” Lazer Lanes has on Facebook
should occur before the campaign. After completion, using the
benchmark number to determine new number of “likes”, in addition
to the number of status “shares” and tags, will help determine success.
The event can be evaluated by recording the number of people
who attend the event. Additionally, staff will collectand track the
number of coupons that are returned and used after the event.
In order to evaluate the brochures and the guide ads, redistribution
of the surveys taken by the target market will allow to track an
increase in brand awareness and customer visits. Using the benchmark
figures included in primary research, new figures can be assessed.
Evaluation of SEO services will be done by analyzing Lazer Lanes’
website Google analytics report. This report will indicate a spike in
web traffic and what specific keywords lead customers to the site, and
can be compared to the results observed before the campaign.
BROCHURES
“CHECK US OUT” EVENT & EVENT COUPON
COLUMBIA AND COMMUNITY GUIDE ADS
SEARCH ENGINE OPTIMIZATION FOR WEBSITE
FACEBOOK “SHARES” REFERRAL PROGRAM
COUPON
TELEVISION COMMERCIAL
DIRECT MAIL COUPON POSTCARD
RADIO ADVERTISEMENT
“FAMILY, FRIENDS, AND FUN!” 35
RECOMMENDATIONS FOR THE FUTUREFECs can improve their revenue, according to Frazier Capital, by providing a debit card payment system for games.
Debit cards with incentives and bonuses lead to consumers hanging on to the cards, which become reminders of the
entertainment centers. Cards also speed up transactions on average from 34 seconds to 25 seconds, according to the
IAAPA. Once Lazer Lanes has established a strong brand awareness and has established itself in the industry, the company
should consider investing in new arcade car reader machines.
In the future, Lazer Lanes could take advantage of the large market in Columbia for group and corporate event
packages. Developing special rates and activity combinations tailored to larger groups, catering to Target Market B, may
encourage additional sales and revenue for the company.
If Lazer Lanes observes high levels of success with the referral program outlined in this plan, the company could
consider collecting emails from customers and starting an email newsletter campaign. This will help further build
relationships with customers and increase the likelihood that customers will visit regularly and refer others to do the same.
Lazer Lanes is currently in the process adding to their business offerings and building an addition to their facility. The
new restaurant, Jose Jalapenos, will offer Lazer Lanes an in-house kitchen so it can provide extended food and beverage
choices to its customers. Upon the official opening of the restaurant, I would recommend a new marketing campaign
including a new television commercial, radio advertisement, etc. The new restaurant will offer the company an abundance
of new customers and will highly impact business at the FEC for the better.
LAZER LANES36
“FAMILY, FRIENDS, AND FUN!” 37
APPENDIX
LAZER LANES38
APPENDIX A SURVEY A - questions and results
1 of 5
Lazer Lanes Customer Survey - Online
1. What is your age?
Response
PercentResponse
Count
16 to 20 25.9% 22
21 to 35 56.5% 48
36 to 45 5.9% 5
46 to 55 7.1% 6
56 to 65 4.7% 4
65+ 0.0% 0
75 or older 0.0% 0
answered question 85
skipped question 0
2. What is your gender and marital status?
Response
PercentResponse
Count
Female, Married 12.9% 11
Female, Single 75.3% 64
Male, Married 7.1% 6
Male, Single 4.7% 4
answered question 85
skipped question 0
“FAMILY, FRIENDS, AND FUN!” 39
2 of 5
3. How many children do you have?
Response
PercentResponse
Count
0 81.2% 69
1 4.7% 4
2 8.2% 7
3 3.5% 3
4 1.2% 1
5+ 1.2% 1
answered question 85
skipped question 0
4. Have you heard of or visited Lazer Lanes?
Response
PercentResponse
Count
Yes, heard of but not visited 49.4% 42
Yes, visited 15.3% 13
No, never heard of or visited 35.3% 30
answered question 85
skipped question 0
LAZER LANES403 of 5
5. How did you hear about Lazer Lanes?
Response
PercentResponse
Count
Television Commercial 5.9% 5
Magazines or Newspaper Ad 1.2% 1
Radio 0.0% 0
Internet Websites and Social Media 7.1% 6
Have not heard of Lazer Lanes 34.1% 29
Other (please specify) 51.8% 44
answered question 85
skipped question 0
6. What enticed you to visit Lazer Lanes after seeing or hearing about it?
Response
PercentResponse
Count
Saw a commercial or advertisement for Lazer Lanes
0.0% 0
Wanted to take advantage of good prices or good deal on activities
2.4% 2
Wanted to come out and see what Lazer Lanes was like
4.7% 4
Referred by someone who had been to or heard of Lazer Lanes
14.1% 12
Have not visited Lazer Lanes 81.2% 69
Other (please specify)
5.9% 5
answered question 85
skipped question 0
“FAMILY, FRIENDS, AND FUN!” 414 of 5
7. What about Lazer Lanes do you really enjoy? Check all that apply.
Response
PercentResponse
Count
Atmosphere 11.9% 10
Selection/variety of games and activities
14.3% 12
Staff 7.1% 6
Food selection 2.4% 2
Prices and packages available 11.9% 10
Have not visited Lazer Lanes 81.0% 68
Other (please specify)
2.4% 2
answered question 84
skipped question 1
8. Do you plan to visit Lazer Lanes again?
Response
PercentResponse
Count
Yes 18.8% 16
No 2.4% 2
Have not visited but will visit in the future
57.6% 49
Have not visited and do not plan to visit
21.2% 18
answered question 85
skipped question 0
LAZER LANES425 of 5
9. How do you learn about new deals in Columbia? Check all that apply.
Response
PercentResponse
Count
Television 28.2% 24
Local Magazines and Newspapers (Inside Columbia, Columbia
Tribune, etc.)24.7% 21
Radio 35.3% 30
Website (including deal websites like Groupon and Living Social)
55.3% 47
Social Media 80.0% 68
Other (please specify)
14.1% 12
answered question 85
skipped question 0
10. What forms of media do you use/interact with most often? Check all that apply.
Response
PercentResponse
Count
Television 42.4% 36
Local Magazines and Newspapers (Inside Columbia, Columbia
Tribune, etc.)15.3% 13
Radio 34.1% 29
Websites 72.9% 62
Social Media 90.6% 77
Other (please specify)
2.4% 2
answered question 85
skipped question 0
“FAMILY, FRIENDS, AND FUN!” 43
Lazer Lanes - Family Entertainment Center Customer Survey Age: 16-20 21-35 36-45 46-55 56-65 65+ Gender: Male Female Martial Status: Married Single Number of Kids: 0 1 2 3 4 5+ 1. What prompted your visit today?
Birthday party Just for fun - Arcade Just for fun - Bowling Corporate or group event Other:
2. How did you hear about Lazer Lanes? Television Commercial
Magazines or Newspaper Ad Radio Internet Websites and Social Media Referral or word-of-mouth Other:
3. What enticed you to visit Lazer Lanes after seeing or hearing about it?
Saw a commercial or advertisement for Lazer Lanes
Wanted to take advantage of good prices or good deal on activities
Wanted to come out and see what Lazer Lanes was like
Referred by someone who had been to or heard of Lazer Lanes
Other:
4. What qualities do you look for in a business that you would take your family or friends to?
Energetic family atmosphere
Good deals and coupons A variety of activities available
Friendly staff Other:
5. What about Lazer Lanes do you really enjoy? Circle all that apply.
Atmosphere Selection/variety of games and activities Staff Food selection Prices and packages available Other:
6. How do you learn about new deals in Columbia? Circle all that apply. Television
Local Magazines and Newspapers (Inside Columbia, Columbia Tribune, etc.)
Radio Websites (including deal websites like
Groupon and Living Social) Social Media Other:
7. What forms of media do you use/interact with most often? Circle all that apply. Television
Local Magazines and Newspapers (Inside Columbia, Columbia Tribune, etc.)
Radio Websites Social Media Other:
8. Now that you have visited, do you plan to visit Lazer Lanes again? Yes No Thank you so much, we sincerely appreciate your feedback! !
APPENDIX BSURVEY B - Questions
LAZER LANES44
APPENDIX C SURVEY B - results graphs
QUALITIES IN SOUGHT IN FEC BUSINESSES
6
1617
19
13
0
5
10
15
20
Family Atmosphere
Good Deals and Coupons
Variety of Activities
Friendly Staff
Other
SOURCE FOR NEW DEALS IN COMOOther
Social Media
Websites
Radio
Local Magazines and Newspapers
Television
14%
15%
11%
22%
26%
12%
QUALITIES ENJOYED AT LAZER LANES
20
1915
510
60 5 10 15 20
Other
Prices and packages
Food selection
Staff
Selection/Variety of games
Atmosphere
WILL YOU RETURN TO LAZER LANES
No
Yes
100%
FORMS OF MEDIA INTERACTED WITH MOST OFTENOther
Social Media
Websites
Radio
Local Magazines and Newspapers
Television
21%
12%
12%25%
24%
5%
HOW YOU HEARD ABOUT LAZER LANES
13
4
12
1
01
0 3 6 9 12 15
Other Source
Referral or word-of-mouth
Websites and Social Media
Radio
Magazines of Newspaper Ad
Television Commercial
“FAMILY, FRIENDS, AND FUN!” 45
65+ yrs
56-65 yrs
46-55 yrs
36-45 yrs
21-35 yrs
16-20 yrs
AGE
55%
42%
3%
0%
0%
0%
0
0
0
17
1
13
GENDER 112
18
3%Did not specify
Female
Male
58%
39%
MARITALSTATUS 2
23
6
6%Did not specify
Single
Married19%
75%
REASON FOR VISIT
11
11
1
3
3
2
0 2 4 6 8 10 12Bowling and Arcade
Arcade
Bowling
Birthday Party
Group Event and Bowling
Group Event
WHAT ENTICED CUSTOMER TO VISIT
2
7
7
59
0
0 1 2 3 4 5 6 7 8Other Reason
Former Galatic Fun Zone Customer
Referral
See what LL was Like
Good Prices
Saw TV commercial
NUMBEROF KIDS
12
10
13
23
3%3%
3%
6%Did not specify
5 kids
4 kids
3 kids
2 kids
1 kid
0 kids
75%
10%
LAZER LANES46
APPENDIX D Coupons
In-Stores
FRONT
BACK
Includes bowling shoes. Not valid with any other offer. Must present coupon. Expires 9.1.13.
only per person!
Monday, Tuesday or Wednesday ONLY
BOWLING LASER TAG
or
$5
BOWLING — LASER TAG — ARCADE BASKETBALL & BATTING CAGE RENTALS — FULL SERVICE BAR & SNACK BAR
The ultimate family entertainment experience!Perfect for birthdays, celebrations, or any event!
573-447-6021 - lazerlanes.com - OPEN 7 DAYS A WEEK!3412 Grindstone Pkwy - Columbia, MO 65201
40,000+ square feet of FUN!LAZER LANES: FAMILY, FRIENDS, AND FUN!
“FAMILY, FRIENDS, AND FUN!” 47
FRONT
BACK
Not valid with any other offer or on holidays. Must present coupon. Expires 9.1.13.
when you book a
Monday, Tuesday or Wednesday ONLY
PARTY before 8pm
20% OFFget
BOWLING — LASER TAG — ARCADE BASKETBALL & BATTING CAGE RENTALS — FULL SERVICE BAR & SNACK BAR
The ultimate family entertainment experience!Perfect for birthdays, celebrations, or any event!
573-447-6021 - lazerlanes.com - OPEN 7 DAYS A WEEK!3412 Grindstone Pkwy - Columbia, MO 65201
40,000+ square feet of FUN!LAZER LANES: FAMILY, FRIENDS, AND FUN!
LAZER LANES48
Direct Mail
FRONT
BACK
Includes bowling shoes. Not valid with any other offer. Must present coupon. Expires 9.1.13.
only per person!
Monday, Tuesday or Wednesday ONLY
BOWLING LASER TAG
or
$5
BOWLING — LASER TAG — ARCADE BASKETBALL & BATTING CAGE RENTALS
FULL SERVICE BAR & SNACK BAR
The ultimate family entertainment experience!Perfect for birthdays, celebrations, or any event!
573-447-6021 - lazerlanes.com - OPEN 7 DAYS A WEEK!3412 Grindstone Pkwy - Columbia, MO 65201
40,000+ square feet of FUN!
LAZER LANES: FAMILY, FRIENDS, AND FUN!
“FAMILY, FRIENDS, AND FUN!” 49
FRONT
BACK
Not valid with any other offer or on holidays. Must present coupon. Expires 9.1.13.
when you book a
Monday, Tuesday or Wednesday ONLY
PARTY before 8pm
20% OFFget
BOWLING — LASER TAG — ARCADE BASKETBALL & BATTING CAGE RENTALS
FULL SERVICE BAR & SNACK BAR
The ultimate family entertainment experience!Perfect for birthdays, celebrations, or any event!
573-447-6021 - lazerlanes.com - OPEN 7 DAYS A WEEK!3412 Grindstone Pkwy - Columbia, MO 65201
40,000+ square feet of FUN!
LAZER LANES: FAMILY, FRIENDS, AND FUN!
LAZER LANES50
APPENDIX E Television and Radio Commercials
TV COMMERCIAL TRANSCRIPT
SCENE:
The commercial is set at Lazer Lanes during what looks like a busy night at the FEC. Kids and adults alike play arcade
games, laser tag and bowling on screen, laughing and enjoying every minute of play time.
Highlighted words and phrases are displayed on screen in the foreground while the video of the above scene plays in the
background.
Also in the background, audiences can hear the sounds of arcade style electronic music and laser gun noise that
coordinates with each computer animated shot of a laser tag player on screen. The commercial script is narrated by a
friendly-sounding male voice.
SCRIPT:
[The commercial begins as the Lazer Lanes logo flies on screen where it remains in the top left corner for the remainder of
the video]
Hey Mid-Missouri, are you ready for family, friends and fun?!
Lazer Lanes in Columbia is now open for birthday parties, holiday parties, special events and corporate team building!
We have over 60 of the newest video games, a radical laser tag area, an awesome bowling alley and a lot more!
And now, you can enjoy all of this for less! Mention this commercial and receive one game of bowling or laser tag for only
$5!! [shot of printed coupon flashes on the screen while “offer expires 9-1-2013” is displayed at the bottom of the screen
during this part]
Bring the whole family, tell all your friends and let’s have some fun at Lazer Lanes!
[As the commercial ends, the address, phone number and website are on screen] Come play with us today at the corner of
highway 63 and Grindstone Parkway. Follow us on Facebook and Twitter.
“FAMILY, FRIENDS, AND FUN!” 51
RADIO COMMERCIAL TRANSCRIPT
SCENE:
In the background of this commercial, the audience can hear the sounds of arcade style electronic music and the
shooting of a laser gun can be heard softly below the narrator. The commercial script is narrated by a friendly-sounding
male voice.
SCRIPT:
[The commercial begins with a short intro of about 5 seconds of music]
Hey Mid-Missouri, are you ready for family, friends and fun?!
Lazer Lanes family entertainment center in Columbia is now open for birthday parties, holiday parties, special events and
corporate team building!
We have over 60 of the newest video games, a radical laser tag area, an awesome bowling alley and a lot more!
And now, you can enjoy all of this for less! Mention this commercial and receive one game of bowling or laser tag for only
$5!! That’s right, just $5!!
Bring the whole family, tell all your friends and let’s have some fun at Lazer Lanes!
Come play with us today at the corner of highway 63 and Grindstone Parkway or call us today to book your party at (573)
447- 6021. For more information, visit us online at lazerlanes.com and follow us on Facebook and Twitter.
Lazer Lanes: Family, Friends and Fun!
[Legal copy is inserted at the end of the commercial, at a much faster pace that the rest of the commercial. This includes:
“offer expires 9-1-2013, one coupon per customer per day, offer not valid on holidays or with any other offers.”]
LAZER LANES52
APPENDIX F Facebook Referral Program
EXAMPLE STATUS
“FAMILY, FRIENDS, AND FUN!” 53
APPENDIX G“Check us Out” Event Coupon
Includes bowling shoes. Not valid with any other offer. Must present coupon. Expires 9.1.13.
only per person!
Monday, Tuesday or Wednesday ONLY
BOWLING LASER TAG
or
$5
BOWLING — LASER TAG — ARCADE BASKETBALL & BATTING CAGE RENTALS — FULL SERVICE BAR & SNACK BAR
The ultimate family entertainment experience!Perfect for birthdays, celebrations, or any event!
573-447-6021 - lazerlanes.com - OPEN 7 DAYS A WEEK!3412 Grindstone Pkwy - Columbia, MO 65201
40,000+ square feet of FUN!LAZER LANES: FAMILY, FRIENDS, AND FUN!
THANKS FOR COMING,WE CANT WAIT TO SEE YOU AGAIN!
FRONT
BACK
LAZER LANES54
APPENDIX H Brochures
BOWLING — LASER TAG — ARCADE BASKETBALL & BATTING CAGE RENTALS
FULL SERVICE BAR & SNACK BAR
The ultimate family entertainment experience —
Perfect for birthdays, celebrations, or any event!
OPEN 7 DAYS A WEEK!3412 Grindstone Pkwy - Columbia, MO - 65201
573-447-6021LAZERLANES.COM
40,000+ square feet of FUN!
FAMILY, FRIENDS, AND FUN!
COME VISIT US!Prices & Activities
Doors are locked 30 minutes before closing. No food or drinks may be brought into the building.
Lazer Lanes is a locally owned and operated family entertainment center. Our 40,000+
square foot building is completely equipped for birthday parties, casual play, groups, teens,
adults, company events, corporate team building and more! Whatever the event, Lazer
Lanes has you covered. We offer a spacious and clean atmosphere with eight state of the art bowling lanes, a
huge arcade complete with a full redemption center, lazer tag, billiards, and bar. The bar is located by the bowling lanes for adults to enjoy refreshments. You will never run out of
things to do! Our mission is to provide amazing services
and the maximum amount of fun to our guests. So, come and visit us for your next fun night
out!
Lazer Lanes: Family, Friends, and Fun!
EXTERIOR
“FAMILY, FRIENDS, AND FUN!” 55
BOWLING
COSMIC BOWLING
LASER TAGARCADE
BASKETBALL & BATTING CAGES
Lazer Lanes has eight state-of-the-art bowling lanes. Each lane is designed to comfortably allow 6-8 people to play.
Our bowling lanes are located in front of four side-by-side 110-inch projection screens. Need a place to go to watch the big game? Lazer Lanes is the perfect spot! You can enjoy refreshments at our bar and get a game or two of bowling in, all in one place.
Lazer Tag is a fast-paced game where you compete for high scores. We are the home of the ultimate, new and improved, lazer tag experience. Extreme fun for all ages! Complete with lazer beams, flashy designs, a spaceship, a fog machine, and upbeat music - this lazer tag arena will get you in the mood for some crazy spy action!
$4.25 + tax per game$1.99 + tax shoe rental
$5.99 per person per MissionGroup rate: $5.00 + tax 8+ People
Enjoy our snack bar while you enjoy all of our games and activities!
On Friday and Saturday nights, the lights go down and the disco ball comes up! Our Cosmic Bowling is a favorite among guests. Black lights are scattered on the ceiling to give the bowling lanes an outer space look and feel.
Want to know what is happening inside the game? Our system lets you see the play-by-play of how each team is doing. Teams can have up to 10 people. At the end of each mission, you can see which team won and your individual score.
We have all of your favorite arcade games and prizes and are adding more all the time! We feature over 50 games including Skeeball, Super Shot basketball, air hockey, pinball, video games, interactive games, and a lot more!
Take home prizes from our Redemption Center with the tickets you win!
Lazer Lanes’ Sportman’s Park has a full size basketball court, and batting cages for you to play some of your favorite sports in a fun, safe, family friendly environment.
**Due to high demand, we do not take reservations for bowling.Must be at least 6 years old and 44 inches tall to play Lazer Tag
INTERIOR
LAZER LANES56
EXTERIOR
BOWLING — LASER TAG — ARCADE BASKETBALL & BATTING CAGE RENTALS
FULL SERVICE BAR & SNACK BAR
The ultimate family entertainment experience —
Perfect for birthdays, celebrations, or any event!
OPEN 7 DAYS A WEEK!3412 Grindstone Pkwy - Columbia, MO - 65201
573-447-6021LAZERLANES.COM
40,000+ square feet of FUN!
FAMILY, FRIENDS, AND FUN!
COME VISIT US!Party Packages
Doors are locked 30 minutes before closing. No food or drinks may be brought into the building.
Lazer Lanes is a locally owned and operated family entertainment center. Our 40,000+
square foot building is completely equipped for birthday parties, casual play, groups, teens,
adults, company events, corporate team building and more! Whatever the event, Lazer
Lanes has you covered. We offer a spacious and clean atmosphere with eight state of the art bowling lanes, a
huge arcade complete with a full redemption center, lazer tag, billiards, and bar. The bar is located by the bowling lanes for adults to enjoy refreshments. You will never run out of
things to do! Our mission is to provide amazing services
and the maximum amount of fun to our guests. So, come and visit us for your next fun night
out!
Lazer Lanes: Family, Friends, and Fun!
“FAMILY, FRIENDS, AND FUN!” 57
INTERIOR
BOOK YOUR NEXT PARTY WITH LAZER LANES!
Lazer Lanes is a great place to host your next event! We host birthday parties, team and sports events, corporate events, school clubs, church groups, and other special events. There are different party packages that you can choose from.
You MUST have 8+ people to schedule a Party
Laser Tag Party – 1 1/2 hours Basketball Party – 2 hours
Bowling Party – 1 1/2 hoursArcade Party – 1 1/2 hours
Combo Party – 2 hours
Call us today at (573) 447-6021 to book your party!
Birthday Kid is free2 Games of Lazer Tag
10 Tokens for each guestPizza and Drinks
$15.99 per person
Limited Availability!Birthday Kid is free
45 minutes of Basketball1 Game of Lazer Tag or 1 Game of Bowling
10 Tokens for each guestPizza and Drinks
$24.99 per person
Birthday Kid is free1 Games of Bowling
10 Tokens for each guestPizza and Drinks
$15.99 per person
Birthday Kid is free10 Tokens for each guest
$9.99 per person
Birthday Kid is free1 Game of Lazer Tag1 Game of Bowling
10 Tokens for each guestPizza and Drinks
$19.99 per person
All Lazer Lanes Parties include:
Party RoomHostess
Priority PlacementNapkins
PlasticwareYou can bring your own cake
LAZER LANES58
APPENDIX H Guides Advertisement
BOWLING — LASER TAG — ARCADE BASKETBALL & BATTING CAGE RENTALS
FULL SERVICE BAR & SNACK BAR
The ultimate family entertainment experience!Perfect for birthdays, celebrations, or any event!
573-447-6021 - lazerlanes.com - OPEN 7 DAYS A WEEK!3412 Grindstone Pkwy - Columbia, MO 65201
40,000+ square feet of FUN!FAMILY, FRIENDS, AND FUN!
Quarter-page ad
“FAMILY, FRIENDS, AND FUN!” 59
REFERENCES(2013). Amusement Parks & Arcades Industry Profile. Amusement Parks & Arcades Industry Profile, 1. Retrieved
April 7, 2013, from http://www.firstresearch.com/industry-research/Amusement-Parks-and-Arcades.html
About Us | AMF Bowling Centers. (n.d.). Best Bowling Alleys | AMF Bowling Centers. Retrieved April 7, 2013,
from http://amf.com/about
American FactFinder - Community Facts. (n.d.). American FactFinder. Retrieved April 7, 2013, from http://
factfinder2.census.gov/faces/nav/jsf/pages/community_facts.xhtml
Amusement Business Demographics for Your Fun Center Business Plan. (n.d.). Family Entertainment Center |
Arcade Business and Fun Center Startup. Retrieved April 7, 2013, from http://familyentertainmentcenter.
com/amusement-business-demographics.html
Cosper, A. (n.d.). Industry Analysis for Family Entertainment Centers | Chron.com. Small Business - Chron.com.
Retrieved April 7, 2013, from http://smallbusiness.chron.com/industry-analysis-family-entertainment-
centers-44077.html
Columbia (city) QuickFacts from the US Census Bureau. (n.d.). State and County QuickFacts. Retrieved April 7,
2013, from http://quickfacts.census.gov/qfd/states/29/2915670.html
Family Entertainment Center Trends for 2011 and Beyond « TAPMAG.com. (n.d.). TAPMAG.com. Retrieved April
7, 2013, from http://tapmag.com/2011/06/01/family-entertainment-center-trends-for-2011-and-beyond/
Industry Statistics Sampler: NAICS 71- Arts, entertainment, and recreation. (n.d.). Census Bureau Homepage.
Retrieved April 7, 2013, from http://www.census.gov/econ/industry/current/c71.htm
Leisure eNewsletter. (n.d.). White Hutchinson. Retrieved April 7, 2013, from http://www.whitehutchinson.com/
news/len
Print Postcards Online, Free Design Templates From NextDayFlyers. (n.d.). Online Printing Company - Offset
Printing Services – NextDayFlyers. Retrieved April 8, 2013, from http://www.nextdayflyers.com/postcard-
printing/4x6-postcards.php?utm_expid=69085562-7&utm_referrer=http%3A%2F%2Fwww.nextdayflyers.
com%2Fpostcard-printing%2F
The Experience | Chuck E. Cheese’s. (n.d.). Fun for all. Fun for less.™ | Chuck E. Cheese’s. Retrieved April 7,
2013, from http://www.chuckecheese.com/discover/the-experience
Seninsky, F. (2010, February 22). Bowling Alleys Become The Next Family Entertainment Centers. Indoor FEC,
Marketing, News, Sales. Retrieved April 7, 2013, from http://blog.partycentersoftware.com/2010/02/22/
bowling-alleys-become-the-next-family-entertainment-centers/
Sterchi, R. (n.d.). LazerLanes Columbia Missouri - Home. LazerLanes Columbia Missouri - Home. Retrieved April
7, 2013, from http://lazerlanes.com
Q106.1 - The Hit Music Channel - Advertise With Us. (n.d.). Q106.1 - The Hit Music Channel. Retrieved April 8,
2013, from http://www.q1061.com/common/page.php?pt=Advertise+With+Us&id=181&is_corp=0
LAZERLANES.COM