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Successful Marketing Tips For A Paintball Field

“Build it and they will come” is a popular line from Kevin Costner’s film “Field of Dreams.” While the phrase actually refers to baseball diamonds built in the middle of remote cornfields, for some reason many new small businesses seem to think it applies to them. Their excitement about new ventures often clouded their view that their upcoming business would be so new that all they had to do was open the doors and they would be inundated with new customers. While this can happen, it’s extremely rare for a business that draws such a limited crowd like a paintball range. The reality is, if you don’t start developing a detailed marketing plan at least 8-10 weeks before opening, you’re already planning to fail.

Unfortunately, small businesses have an 80% failure rate in the first 18 months. Forbes magazine will tell you the main reason is that they ran out of money. While this was the reason they eventually closed their doors, the reason behind this was simply a lack of planning. Many entrepreneurs new to the paintball space are so focused on laying out and building their business that they either forget about marketing altogether or it’s an afterthought at best. Most of the time, the reason new businesses run out of money is because they didn’t start their marketing efforts early on, or didn’t do it successfully at all. The bottom line is they can’t generate enough business to stay afloat. Not starting your marketing efforts early will ensure your first few months of business are slow and stressful. Misguided marketing is worse because it wastes valuable time and limited start-up capital while producing nothing.

While paintball may be one of the past favorites of field owners, adults need to step outside of their egos and realize that not everyone has the same interests. The fact that paintball caters to a very small crowd makes marketing to a broad audience useless. Because of this, it’s wise to avoid costly TV, radio and newspaper ads designed to “get the name of your field on everyone’s mind.” This type of media should only be used to promote hype about a specific event, not to provide the “regular exposure” that most reps are trying to sell you. Since paintball games tend to only appeal to certain types of people, the most cost-effective form of advertising is to target these specific groups. This is called niche marketing, and it can be very effective when done correctly. The first task is to list all the different niche groups that play paintball in the business world. Then target specific events and promotions just to those groups.

Paintball is available for players ages 8-40+, but players are recommended to be at least 18 years of age. This is because the sting of being hit is often too intense for younger players. While it will take some forethought, marketing a paintball range to young people can be a venture that will pay off in the long run. Given that most fields cater to high school and above, youth players are a large demographic that is often excluded from the business world. When purchasing equipment for the first time, consider purchasing .50 caliber paintballs, firearms, and gear. These balls are smaller in size, and they won’t hurt you when they hit you, compared to larger standard .68 caliber paintballs. This was a big decision because .50 caliber gear was limited by the types of guns available. The cost of buying both .50 cal and .68 cal markers and balls for your field is too high, so you have to decide to buy one and stick with it. While the .50 caliber gears are fairly limited in the types of markings available, they are actually more cost effective than the .68 caliber gears. Offering .50 caliber paintballs also allows you to market “painless” paintballs to younger audiences, catering to a barely-reached market.

Paintball is gender-neutral, but is mostly played by men. This is not a sedentary game, it will be more fun for those who are more active and can move quickly. Develop specific marketing campaigns for facilities and programs targeting youth, men and athletes. To do this, network with groups such as your local YMCA, sports center, or even gym. Meet with owners and/or program managers to promote your field through information flyers, special events and/or specific days or games you have scheduled for their teams. There are many health clubs in most towns. Consider setting up a one-day paintball battle at rival gyms for local championships. This can also be done for high school sports teams at the end of the season or between seasons. Many high school coaches like to keep their teams together during recess with activities that are fun, challenging, and different from the sports they typically play. It’s a good idea to sell your field to these leaders and help them arrange events that will help their teams bond.

It is common for some groups to use outside events as cohesion exercises to bring teams closer together. Many corporate companies send their employees on white water rafting adventures, ropes courses and even paintball for this invaluable experience. To that end, it’s a good idea to market your paintball range to every company with 10+ employees. Target every business of this size within a 120 mile radius, set a specific date at your venue that you will host the event and/or offer them special corporate rates. Take the time to try and meet and schedule events with HR executives or managers who might be interested. Another niche group that can sell you a paintball range is the police and military. Active duty soldiers/officers may want to rent your space for some simulated tactical exercises. Inactive ones usually still enjoy the thrill and strategy of a good fight, and have the potential to be very good repeat customers. These groups are offered military and law enforcement discounts as well as group rates and/or special field time.

Don’t waste your time, energy and money trying to get every taxpayer in your zip code to make a difference in your field. The listing continues to be marketed to a specific niche group, and the more creative your promotions are, the better. Take the time to think about reaching out to more groups and try to keep coming up with new ideas to keep them interested and interested in developing in your field. Keep simple statistics on which campaigns/campaigns and niche groups are most successful so you know which ones to keep doing and which ones to redesign. Once you have a steady stream of new players coming in, focus on internal marketing strategies to keep them coming back. For example, frequent player discounts, free tank refills or ammo after they pay for a certain amount of play, etc. Play there and many players will call your course their home.

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