Marketing & GROWTH // Brand Ambassadors
MARKETING IN PLAIN SIGHT TURN GUESTS AND STAFF INTO ADVOCATES By Sheryl Bindleglass
By Sheryl Bindelglass W ant more people walking through your doors? Start with the people already inside! Yo ur guests are taking pictures, celebrating strikes, and posting videos. Your employees know plenty of people who haven’t visited yet. Some of your best potential marketing is already happening around you. Using guests and staff as brand ambassadors can be one of the most cost-effective ways to market your center. A friend’s birthday video shared on social media or a personal invitation to visit can give someone a reason to say, “Let’s go!” But don’t leave it to chance. Give guests and staff something to share, make it easy, and recognize the people who help bring in business. G IVE GUESTS SOMETHING TO SHARE Start with what guests already want to photograph. A giant bowling pin, birthday throne, fun props, or a neon “Strike a Pose” sign can turn an ordinary corner into a photo spot. Good lighting matters, as does getting your center’s name into the picture. Then make it easy for guests to tag your center and the friends they want to bring next time. Put your social handles and a memorable hashtag at photo spots, tables, and party rooms. Staff can help simply by offering, “Let me get your whole group in the picture!” Your most loyal guests can go a step further. Invite superfans to preview a new game, menu item, or cosmic bowling upgrade and encourage honest posts and feedback. If a complimentary experience is exchanged for content, make sure that the relationship is disclosed. With permission, repost guest photos and add a party link or upcoming event when it fits. Someone seeing the fun should have an easy way to book it. P UT YOUR TEAM’S REACH TO WORK Employees bring a different kind of reach. Interested team members can create content during scheduled, paid time, capturing birthday cheers, pizza coming out of the oven, or a coworker sharing a favorite arcade game. Their personalities are part of what makes the content feel real. That reach doesn’t have to stay online. Staff can represent the center at festivals, school events, and community gatherings, with a clear goal for each appearance, whether that’s attracting new visitors, generating party leads, or promoting a special. A quick game, a good conversation starter, and an invitation to visit can carry the interaction back to the center.
Personal invitations can work closer to home, too. Give employees a monthly allotment of branded “Be Our Guest” cards for a complimentary bowling game, with clear redemption terms and tracking codes. Staff may also know teachers, coaches, and office party planners. A defined bonus when a qualified referral becomes a completed, paid event gives those connections business value while your sales lead handles the packages and follow-up. KEEP THE CONTENT CONNECTED A five-minute “Find the Fun” huddle with your staff can keep all of this from becoming random posting. Ask, “What can we capture this week that would make someone want to come here?” Choose one promotion to support and give the content crew a clear assignment. Obtain guest permission and photo releases, including parent or guardian authorization for children, and coordinate filming around guest service. Local influencers can extend the same idea. Look for family, food, and entertainment creators whose followers actually live nearby. Agree on content, timing, and disclosure of complimentary visits or payment, then use a trackable offer or booking link. The useful numbers are visits and bookings, not just likes. Whatever approach you use, pay attention to what actually brings people through the doors. A tagged post may raise awareness, while a staff referral, a shared video, or a personal invitation may lead directly to a visit or booking. Recognize employees whose creativity and connections produce results, and share those wins with the team. It reinforces the idea that marketing isn’t only something that happens in the office or through paid advertising. Every day, guests and staff share experiences, make connections, and talk about where they spend their time. Give them more reasons to talk about your center and make it easy for that enthusiasm to travel beyond your doors. Some of your most credible marketing may already be inside your center. Sheryl Bindleglass, aka Sheryl Golf, is the founder of Sheryl Golf, a nationally recognized business enhancement firm serving the golf, recreation, family entertainment, and retail industries. Her mission is to deliver practical, easy-to-implement solutions that boost profits, streamline operations, and keep core customers happy, entertained, and coming back for more.
IBI magazine // November 2026 40
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