• Promo Magazine, Friday, August 5, 2011 10:30 AM

Richmond Va.-based AMF Bowling Centers, which has over 290 bowling centers nationwide, has been focusing on digital marketing efforts and couponing. The company has been trying to buck the traditionally slow summer season with the AMF Bowling Summer Unplugged campaign, launched on Memorial Day, which offers free bowling for kids 16 or under with a registration.

The company is touting the program and others via some 37 million emails, each with a discrete, trackable online coupon code. AMF is using redemption data to start segmenting the customer base and building and timing offers based on those insights. "With 2 million names in the database, we may have 25% of our customers who've never responded to an offer," says AMF VP marketing Merrell Wreden. "Yet right now we're talking to those people the same way we talk to customers who may have responded five or six times."

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