Introduction:
Welcome to a fresh perspective on Out-of-Home advertising where near-zero wastage and high engagement aren’t just aspirations—they’re realities. At Grassroot Media from mbcg ltd, we’re not just keeping pace with audience insights; we’re harnessing them to power your campaigns. Our nascent Bowls Club Network is ready to connect advertisers with a thriving, dedicated demographic.
Understanding the Bowls Club Audience:
A deep dive into some relevant data (from the Scottish Omnibus Survey) reveals bowls is not just a sport; it’s a community staple with a rich tapestry of engaged participants. Here’s what we’ve unearthed:
- Age is Just a Number: Participation peaks among those 55+, making bowls clubs the perfect venue for targeting the senior segment of the market.
- Club Membership Counts: With over 70% of players holding club memberships, advertisers have a channel to reach consumers who are not just players but also dedicated ones, and loyal – one could argue they are likely to be influencers within their community.
The Grassroot Media Advantage:
Our fledgling Bowls Club Network is rapidly growing at the time of writing we have 82 clubs on board), and here’s why it should be part of your media mix:
- Near-Zero Wastage: Our network allows for precision targeting. The data shows us that bowls is predominantly a pastime of the older generation. Advertising with us means your brand lands directly in the view of your intended consumer base.
- Frequency & Commitment: Bowls enthusiasts are regulars, with most playing more than weekly. Your campaign won’t just be a fleeting image but a consistent presence in their weekly routine.
- Duration of Engagement: Sessions often exceed 2.5 hours, providing ample time for your message to be seen and internalised. And don’t forget we offer free placement of leaflets with every campaign so the audience don’t have to worry about remembering your message, they can take it away with them.
Example Target Audiences for Bowls Clubs:
- Healthcare and Wellness Brands: With many players being seniors, healthcare services, wellness products, and insurance are likely to resonate.
- Travel and Leisure: This demographic often has the time and resources for travel and leisure activities.
- Financial Services: Offering financial advice, retirement planning, and investment options could be highly relevant to this audience.
- Home and Garden: Avid bowls players also tend to take pride in their homes and gardens, making them ideal for home improvement and gardening brands.
Conclusion:
Bowls clubs are more than just sporting venues; they’re hubs of activity and community engagement. By advertising with Grassroot Media’s Bowls Club Network, you’re not just buying space; you’re investing in a community. Our commitment to understanding and leveraging audience data from all sources means we’re quickly learning and continuously refining our approach to ensure your advertising hits home.