All the bowling centres were booked up weeks in advance (as usual in Switzerland). An alternative was needed! It was to be a cosy birthday party on a small scale, at home in Zurich. My wife Arinda organised a so-called Sjoelbak without further ado. Admittedly, at first I was rather sceptical about Sjoelen. I can no longer explain exactly why. But after the first beer at the latest, everyone's ambition got the better of them and we played until the early hours of the morning. Sjoelen has steadily become a tradition at our birthday parties and we have expanded it into a small tournament. My friend David and I soon realised we had to organise Sjoelen in a club! Together with friends and acquaintances, decorated with a DJ, a bar and a good mood. The Sjoelen Open was born and the first public Sjoelen tournament took place on 2 March 2018 at the Dynamo in Zurich with about 60 players. On 21 April 2023, the fifth edition will take place, this time at the Ambossrampe in Zurich with up to 120 players.
Data from the registration form came in individually via email and was manually filled into Excel sheets. Contact details were manually added to the email marketing tool. Player profiles of the participants were designed elaborately, individually and manually in Photoshop and uploaded to the website. Registration form long and unattractive as one-pager. Tournament Excel sheet for entering results without formulas.
Website migrated to Webflow and completely redesigned. Registration process fully automated including automatic addition of contact details to mailing list, automated creation of player profiles and real-time addition to gallery, confirmation emails. In addition, the registration form was made more attractive and designed as a multi-step form. Instagram switched on as primary marketing channel.
Manual processes massively reduced from 100% to around 10%. Thanks to multi-step registration form and high-quality social media campaigns, sold out within a short time.