Pull marketing strategy

In the spring of 2023, poker club Pokahnights invested substantially in its catering services. The menu got a full makeover and extra manpower was hired to increase the quality of the food and service. The club was then faced with the question: how can we efficiently inform the 15,000 members about these new services available to them in the room?

To bring this challenge to a successful conclusion, we developed a tailor-made strategy for Pokahnights. Our plan was twofold. First, we adjusted the club's opening hours, then we launched a special 'Early Birds' summer promotion. As a result, many players came to the Pokahnights room earlier than usual: this was beneficial for the new food offering, for participation numbers, and for word-of-mouth in the poker community.

The Early Bird principle is simple to understand and a familiar concept for the poker community: if a player registers before the end of the first level, they automatically participate in a Last Longer competition. A Last Longer is a side bet between 2 or more players where the player who survives the longest in the tournament wins the prize. Pokahnights provided a guaranteed extra prize pool of €150 to €525 for the Last Longer every day, depending on how many players participated.

The players are our main focus when we develop campaigns for Pokahnights. A room that is filled from the start of the event ensures a better experience for all players. The Early Birds campaign therefore had a positive impact on multiple KPIs of Pokahnights: food revenue, player experience, and prize pool. The campaign was very positively received by the players of Pokahnights. A record number of registrations for tournaments were regularly noted.