escape room marketing | up the game breda
TRANSCRIPT
Escape Room MarketingPractical tips & examplesto create unforgettableescape rooms
More info: http://vruc.ht/mikelinkedin
First room played in september 2014 (Sherlocked, Amsterdam)Played 124 escape rooms since.
Mike van Hoenselaar@MikevHoenselaar
Biggest escape room platform NL
escaperoomsnederland.nl
Online Marketing and Growth Hacking agency
onlineboswachters.nl
Escape Rooms Nederland100.000 monthly uniques
Marathons, events,
KVK Room Inspection Service
Reviews
Publish news
Directory
Since 2014100.000 monthly visitors
Biggest escape room websitein the Netherlands
Directory
News
Reviews
Events
Bookings
Marathons
Awards/Contests
ConnectorIndustry
Association
Find this presentation on:http://vruc.ht/utg17
@MikevHoenselaar
Escape roomsare all aboutmaking someone’s day special
@MikevHoenselaar
@MikevHoenselaar
you need a decent
Marketingstrategy
@MikevHoenselaar
@MikevHoenselaar
“ I have like 10,000 things to do . . .
Online marketingisn’t a priority”
You are right!
BUT@MikevHoenselaar
it’s so *****
VITAL!
@MikevHoenselaar
It’s not going to sell itself
@MikevHoenselaar
STARTbefore y u are
TrailerShort/long version
Build websiteGet indexed, write content
Kickstarter campaignLike Rijswijk en
Sherlocked
Contestfor first 100 bookings
Social mediaMaking Of pictures,
build momentum
Player Generated Content
Own name in game, input on end game
@MikevHoenselaar
Let’s make it
PRACTICAL
@MikevHoenselaar
EFFORT COSTIMPACT
STARTbefore y u are
TrailerShort/long version
Build websiteGet indexed, write content
Kickstarter campaignLike Rijswijk en
Sherlocked
Contestfor first 100 bookings
Social mediaMaking Of pictures,
build momentum
Player Generated Content
Own name in game, input on end game
@MikevHoenselaar
3 5 3
5 2 2
4 4 4
5 5 2
3 1 0
3 1 1
Customer Journey
The process someone walks
through in becoming a
customer@MikevHoenselaar
Customer Journey
The process someone walks
through in becoming a
customer@MikevHoenselaar
Customer Journey
The process someone walks
through in becoming a
customer@MikevHoenselaar
AWARENESS
CONSIDERATION
SEARCH
COMPARISON
BOOK
How is this journey at
escape rooms?
@MikevHoenselaar
AWARENESS
CONSIDERATION
SEARCH
COMPARISON
BOOK
PRE GAME
SERVICE
LOYALTY
ADVOCACY
The Escape Room Journey
The booking and customer journey for
escape rooms#escapejourney
@MikevHoenselaar
AWARENESS
They understand that there is something newnot really paying attention immediately
#escapejourney
Let’s dive in!
AWARENESS#escapejourney
September 2014
@MikevHoenselaar
AWARENESS#escapejourney
@MikevHoenselaar
AWARENESS#escapejourney
@MikevHoenselaar
5 2 0
The power of
local
AWARENESS#escapejourney
@MikevHoenselaar
AWARENESS
CONSIDERATION
They start to remember the concept escape rooms / escape activity / escape game
#escapejourney
escape game
escape room
room escape
live escape game
mystery game
real life gaming
live adventure game
live-action role playing game
dark room
panic room
….
CONSIDERATION#escapejourney
Do research
How do others call it?
How is the media calling it?
How do you want to call it?
How is your audience calling it?
@MikevHoenselaar
5 1 0
Test value proposition
“How do people perceive the purpose of our landing page
design?”
1 picture
5 second test
Results in 1 hour
@MikevHoenselaar
4 2 1
@MikevHoenselaar
Costs? 50 euro (25 euro per test with each 50 answers)
@MikevHoenselaar
The power of pictures
CONSIDERATION#escapejourney
@MikevHoenselaar
Makes you think no?underpromise, overdeliver!
Adding a video on a page canincrease conversion by 80%https://blog.hubspot.com/marketing/video-marketing-statistics
After watching video 64% aremore likely to buy the product
Hearing remembers 10% information 3 days later.With relevant image 65% retained information.
CONSIDERATION#escapejourney
@MikevHoenselaarhttps://blog.hubspot.com/marketing/video-marketing-statistics
http://www.brainrules.net/vision
How can you improve?
@MikevHoenselaar
5 3 -
CONSIDERATION#escapejourney
@MikevHoenselaar4 2 0
CONSIDERATION
SEARCH
They start looking for specificescape rooms / regions / cities
#escapejourney
~200kaverage escape room related searches every month!
~ 700k worldwide searcheson “escape room”
Top keywords Netherlands
@MikevHoenselaar
SEARCH#escapejourney
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Search Engine Optimization (SEO)
● Write as if you would talk to an (potential) escaper
● Get as many links from relevant websites as possible
● Use a rank checker (like Rankinity → http://vruc.ht/rankinity)
● Let a professional check your HTML
● Use
@MikevHoenselaar
SEARCH#escapejourney
5 4 0
5 5 1
1 1 1
5 2 3
2 1 0
Be visible!SEARCH
#escapejourney
@MikevHoenselaar
4 2 1
@MikevHoenselaar
SEARCH#escapejourney
3 1 0
#escapejourney
SEARCH
COMPARISON
They know they want to playbut where?
COMPARISON#escapejourney
@MikevHoenselaar
Put on website whatcustomer is asking
“Can we play with
more than 8?”
Where is it exactly?
“Can I bring my kids 12 and 14?”
Can we pay with cash?
We like to
reschedule is that
possible?
Can we park nearby?
5 2 0
Directories / Blogs / News / Review
websites
COMPARISON#escapejourney
They can’t be ignored in theorganic search rankings
COMPARISON#escapejourney
@MikevHoenselaar
COMPARISON#escapejourney
30% 50%
@MikevHoenselaar
COMPARISON#escapejourney
40% 40%
@MikevHoenselaar
COMPARISON#escapejourney
40%
@MikevHoenselaar
#escapejourney
COMPARISON
BOOK
Yes! I want to play an escape roomInitiate booking!
How many visitorsdo you need
to get 1 booking?
BOOK#escapejourney
@MikevHoenselaar
BOOK#escapejourney
1.000 visitors
1% conversion rate (people that book)
10 bookings
average booking price?(4 people x 25 euro = 100 euro)
1.000 euro revenue
@MikevHoenselaar
EXAMPLE
BOOK#escapejourney
So for every 100 visitors we get1 booking= 1% conversion rate= 1.000 euro revenue
@MikevHoenselaar
BOOK#escapejourney
@MikevHoenselaar
More bookings per 100 visitors?
● Make a fast website! Use
● User and mobile friendly booking system
● Start the experience on your website
● Site Monitoring with
● Use tracking software like
5 4 4
5 4 4
4 4 2
4 1 0
5 2 0
BOOK#escapejourney
@MikevHoenselaar
4 4 1
Implement E-commerce tracking!
Watch 30 videos per weekfor a month! -> http://vruc.ht/hotjar
BOOK#escapejourney
@MikevHoenselaar
4 3 0
Use pollsFree valuable information
BOOK#escapejourney
@MikevHoenselaar
4 2 0
BOOK#escapejourney
1.000 visitors
2% conversion rate (+200%)
20 bookings
= 2.000 euro revenue
@MikevHoenselaar
EXAMPLE
BOOK#escapejourney
@MikevHoenselaar
#escapejourney
BOOK
PRE PLAY
Booking is in,now what?
PRE PLAY#escapejourney
@MikevHoenselaar
4 3 0
PRE PLAY#escapejourney
@MikevHoenselaar
Special appTo increase
solvability important puzzle5 5 5
#escapejourney
PRE PLAY
SERVICE
The moment of playing is there,What do you deliver?
SERVICE#escapejourney
@MikevHoenselaar
You got this!
#escapejourney
SERVICE
LOYALTY
They played, they enjoyed themselvesis there more to play?!
@MikevHoenselaar
Stimulate writing reviews!Don’t offer something in return!
LOYALTY#escapejourney
@MikevHoenselaar
4 2 2
Play again same dayGet your empty rooms filled.
LOYALTY#escapejourney
@MikevHoenselaar
4 2 2
Use review platforms!LOYALTY
#escapejourney
Findlocal reviewwebsites
@MikevHoenselaar
4 3 0
#escapejourney
LOYALTY
ADVOCACY
They played, they arevery enthusiastic, how to stay involved!
Let them feel unique and special
Anchor value
ADVOCACY#escapejourney
@MikevHoenselaar
GimmickSomething to give away when they escape/leave.
ADVOCACY#escapejourney
@MikevHoenselaar
4 3 3
ADVOCACY#escapejourney
@MikevHoenselaar
Own your theme!Room, puzzels, trailer, entrance, tone of voice, language, website, social, staff, hints, almost everything!
Volkel (NL)
5 5 5
ADVOCACY#escapejourney
@MikevHoenselaar
Competition?!Work together!3 2 1
AWARENESS
CONSIDERATION
SEARCH
COMPARISON
BOOK
PRE GAME
SERVICE
LOYALTY
ADVOCACY
The Escape Room Journey
The booking and customer journey for
escape rooms#escapejourney
@MikevHoenselaar
Look-a-like campaign
@MikevHoenselaar
EXTRA
5 3 3
booking-thanks.html
EXTRA
Your homepage
Look-a-like campaigns
booking-thanks.html
EXTRA
Your homepage
Doesn’t matterwhere he or shecomes from
Look-a-like campaigns
Look-a-like campaignsEXTRA
Create Custom Audience
with people that visitedbooking-thanks.html
New Ad campaign
Look-a-like campaignsEXTRA
Create Custom Audience
with bookers e-mailaddresses
New Ad campaign
Want to start tomorrow?!Find the combinations4-5 1-2 0-1
Become unforgettableMake someone’s day special!
Become unforgettableOver and over again!
More info: http://vruc.ht/mikelinkedin
Presentation: http://vruc.ht/utg17
Mike van Hoenselaar@MikevHoenselaar