PULL MARKETING STRATEGY
the challenge
promote the new restaurant
In the summer of 2023, Pokahnights made structural investments in the club's food offering and kitchen. The entire menu was reviewed and revised. A chef was hired to ensure a consistent offering. The club faced one major challenge: how could it best inform its 15,000 members about the new services in their favorite poker room?
SUMMER 2022
8.000
PARTICIPATIONS
SUMMER 2023
13.964
PARTICIPATIONS
UNIQUE PLAYERS 2022
112
RECORD EDITION
UNIQUE PLAYERS 2023
255
RECORD EDITION
SUMMER 2022
€152K
TOTAL PRIZE POOL
SUMMER 2023
€517K
TOTAL PRIZE POOL
the plan
traditional marketing
To successfully meet this challenge, 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. This resulted in many players coming to the Pokahnights room earlier than usual: good for the new food offering, good for participation figures, and good for word-of-mouth communication in the poker community.
the implementation
with an eye for the smallest details
The Early Bird principle is easy to understand and a familiar concept to 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 two or more players in which 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 result
quadrupled results
The players are always central when we develop campaigns for Pokahnights. A room that is well filled from the start of the event ensures a better experience for all players. The Early Birds campaign therefore had a positive impact on several Pokahnights KPIs: food sales, player experience, and prize pool. The campaign was very well received by Pokahnights players. Record numbers of tournament registrations were regularly recorded.