Swing into Fun with Puttshack's Unique Ambassador for Cutting-Edge Mini-Golf Experience

Puttshack, a miniature golf and entertainment chain, is expanding in the U.S. by using humorous marketing to showcase its high-tech offerings and attract customers to new locations. Originally from the U.K. with four locations, Puttshack opened its first U.S. venue in April 2021. Since then, it has unveiled a total of 14 venues in the country, with six opening in 2023 and three more so far this year. Despite initially aiming for 25 sites by 2025, Puttshack now anticipates surpassing that goal.

Miniature golf faced challenges during the pandemic shutdown, but the industry is now making a comeback. Competition is fierce, with Topgolf, Puttery, and PopStroke vying for customers. Puttshack is standing out by emphasizing its use of technology. They recently launched a marketing campaign featuring Ace Puttman, a fictional founder who enthusiastically promotes the chain's innovative approach.

Susan Walmesley, the chief marketing officer and chief operating officer at Puttshack, explained the decision to go with a unique marketing strategy. They wanted to differentiate themselves from competitors by creating an infomercial-style campaign delivered in a fun and quirky manner.

Unveiling the Magic of Puttshack

Discover the magic of Puttshack through the "Technically, The Best" campaign. Ace Puttman takes you on a journey through six video shorts, showcasing unique features like Trackaball technology and the Supertube. These videos are a blend of education and entertainment, keeping the audience informed and entertained. The campaign was broadcasted on social media platforms, billboards, and a dedicated landing page, bringing the Puttshack experience to life for viewers.

Vanessa Errecarte, founder and CEO of Marketing Simplified, mentioned that the ad campaign's satire, with Ace Puttman being overly confident, adds a touch of humility and likeability to the brand.

The response to Ace Puttman has been positive, prompting the chain to think about using the character more in their marketing efforts.

"Walmesley noted that Ace had excellent engagement on various social media platforms," he said. "We plan to bring him back, especially for upcoming new launches."

Round two

Puttshack is currently in the process of learning more about its customers and how they interact with its innovations. This valuable information will play a crucial role in shaping the chain's marketing strategies. To achieve this, Puttshack is actively conducting consumer research to gain insights into the overall guest experience. One of the methods being used is sending guest surveys to members of its Puttshack Perks loyalty program.

Walmesley emphasized the importance of Puttshack's marketing in their long-term growth strategy. As they expand and have access to more tools and trend data, their campaigns will adapt with longer life cycles, seasonal messaging, and localized relevance.

Moving forward, innovation will remain a crucial factor in setting Puttshack apart from competitors. For example, the Addison, Texas location now offers the Challenge Hole, allowing multiple players to compete in the same suite.

Customers can now enjoy eating and drinking while playing mini-golf, as explained by Walmesley. In the past, mini-golf enthusiasts would usually play a round of mini-golf either before or after having their meal and drinks, not during. To enhance the experience, more Challenge Hole locations are set to open in the fall. What's new is that customers will have easy access to walk directly into the restaurant from the street, ensuring they don't miss out on the fun.

These efforts are part of the chain's expansion strategy to attract more customers and grow their business.

"It has been a rapid growth for us, mostly because of the pandemic," Walmesley explained. "Fortunately, in the U.S., we had just formed a small team right before everything shut down due to the pandemic. This gave us the opportunity to halt construction temporarily and wait for things to settle. During this time, we were able to secure some leases while the real estate market was in a state of uncertainty."

Editor's P/S:

Puttshack's innovative approach to miniature golf is a refreshing take on an old classic. Their use of technology and humorous marketing is a clever way to stand out in a crowded market. The "Technically, The Best" campaign, featuring Ace Puttman, is a great example of how to use satire to create a memorable and engaging marketing message.

Puttshack's emphasis on customer research and feedback is also commendable. By actively seeking out insights from their guests, they can tailor their marketing strategies to better meet the needs of their target audience. This customer-centric approach will undoubtedly contribute to their long-term growth and success.